Case Study

Healthystep

Leading the field in foot care innovation, HealthyStep designs orthotics, insoles and associated products for the effective relief of foot and lower limb conditions.

HealthyStep had experienced considerable growth and introduced new brands into the marketplace to meet the needs of its customers, but with five websites to manage, their online presence was becoming costly to manage and confusing for end users. HealthyStep as a company had also evolved and it seemed a good time to reflect on who they are and what they do and why people choose them.

FIG's Remit

Having worked with FIG on several occasions for product branding and digital projects HealthyStep looked to FIG once more to help with this significant strategic investment.

FIG’s brand experts felt that by having HealthyStep’s brands spread over five different websites prevented cross-selling between the brands, caused potential confusion for customers, did little to promote HealthyStep itself, yet caused unnecessary work, time and expense for the HealthyStep team.

FIG recommended bringing all the HealthyStep brands under the wing of a refreshed, over-arching corporate brand and communicating it via a single website. HealthyStep would be promoted as a brand in its own right and take full advantage of the credibility afforded by its team of in-house podiatrists.

A refreshed, over-arching corporate brand communicated via a single website

Strategic Deliverables

Although FIG was convinced this strategic approach to rationalise the online portfolio under one umbrella and refresh the HealthyStep branding, was right for the continued growth of the company, we needed to undertake customer and staff research to gain some real understanding about the company and its product and service offering in the marketplace.

This research would then inform our work to completely refresh the HealthyStep branding and messaging, including new corporate positioning and mission statements. FIG also undertook a strategic review of HealthyStep’s online portfolio of websites and its recommendations of how this could be better achieved in a single corporate site.

The site included:

Customer insight research
Staff insight exercise
Devised new positioning and mission statements
Brand strategy and brand development
External brand messaging
Digital strategic support
Corporate website design & development with online shop facility and management reporting functionality
Reorganised, rewrote and streamlined site content from five websites into one

“The rebranding of HealthyStep and rationalising our digital portfolio was a significant decision and investment for us. The FIG team was a delight to work with and they supported us throughout the entire project with professionalism and considerable strategic knowledge. We are delighted with HealthyStep’s new look and feel and our new corporate website. It just feels so much more professional and really does reflect the innovation, the passion and the knowledge that are the strengths behind what we do for our customers. From the responses we’ve already had across all of our stakeholders I am confident that FIG has helped us to take HealthyStep to that next level.”

Tim Hall, Managing Director - HealthyStep

The Results

The new HealthyStep branding has strengthened its corporate credibility and reinvigorated internal stakeholders. The fresh, contemporary look and feel provides a professional yet engaging image that customers will know and recognise. It works alongside all of the product brand family and the new site provides a clear single platform for all external stakeholders.

The new HealthyStep website provides an enhanced user experience making it quicker and easier for both professionals and patients to access the information they want, with the ability to buy the products they need. An Advice Hub provides content rich information with CPD articles and reviews that will be continually updated to support HealthyStep’s partners.

A single site provides a focussed online presence for HealthyStep, consolidating and reducing the company’s costs for domain registration, hosting, support and SEO, as well as the management time of updating five separate sites and their associated social media accounts.

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