Starting from the visual direction instead of the buyer psychology. Healthcare B2B companies brief agencies on how they want the brand to look before they've resolved what the brand needs to communicate to an institutional buyer. The result is a brand that looks professional but reads like it was written by someone who has never had a conversation with a Chief Medical Officer. Regulatory credibility and clinical proof need to be designed into the brand, not added as an afterthought. Get the positioning right before anything is designed.
