About InterMed

InterMed provides tailored solutions that help hospitals and clinics manage and maintain essential medical equipment. Their services range from strategic equipment planning and maintenance to providing support for in-house teams. This holistic approach enables healthcare providers to have the tools they need to deliver great patient care. The company works closely with teams to solve problems, save money, and make equipment easier to manage.

Soft Rebranding InterMed

Humanizing Healthcare Technology

Even though InterMed provides essential services that directly impact patient care, its brand didn’t fully reflect its people-first approach. The company faced challenges with a cold, impersonal brand image and a lack of cohesive materials, making it harder to stand out against larger competitors. When leadership embraced a stronger people-first focus, it created an opportunity to refresh the brand’s imagery—aligning it with the heart of the company.

My Role

Create a new brand symbol
Adjust InterMed's visual identity to match more closely with company values
Create brand guidelines
(Re)create brand collateral using new visual identity

Discovery

When I started working with InterMed, I wanted to truly understand the company—not just its services, but its identity at the core. The brand had all the right words about being people-first, prioritizing both employees and partners, yet visually, it leaned heavily on machines and equipment. The warmth, the human connection that leadership spoke so passionately about, wasn’t showing through.

I sat with that tension. I needed to know what was missing...

Through leadership discussions, company-wide meetings, and direct conversations with the CEO, I kept pressing in. I studied the visuals, the language, the way InterMed showed up to the world. And the deeper I dug, the more I saw the gap. Until it clicked:

InterMed wasn’t about medical equipment—it was about people.

That was the driving force behind everything.

The engineers ensuring every device ran flawlessly. The hospital staff depending on that reliability. The patients whose care hinged on every perfectly calibrated piece of equipment. That was the heart of InterMed.

While a full rebrand wasn’t the on the table since leadership wanted to keep core elements like the logo and colors, I knew we could refine the visual identity to better reflect what InterMed truly stood for.

It wasn’t about changing the brand.

It was about making sure people could see what had been true all along.

With this in mind, here are next steps:

Logo Design

With a people-first approach in mind, we needed a logo that was versatile across both print and digital platforms. Rather than simply representing what we do, it had to reflect who InterMed is as a people-first ogranization.

Logo Inspiration

I wanted a logo that wasn’t just a mark but a reflection of InterMed’s values—something that represented they company's values, not just what they do.

As I researched, I kept coming back to logos that seamlessly blend the likeness of a person with a deeper idea—Cigna’s tree-person, Ironman’s humanized “I” and “M.”

That’s when it clicked. InterMed. Two syllables. Two key letters—“I” and “M.” The “I” could represent a person—because InterMed is, at its core, about people. And the “M” could symbolize connection—the way we link patients, healthcare professionals, and technology.

Logo Variations

Brand Redesign

InterMed’s branding lacked alignment with its people-first identity. Dark colors, outdated layouts, and dense text made it feel cold and impersonal. Most noticeably, it lacked human connection—no images of employees, no warmth, nothing that reflected the company’s values.

The messaging also fell short. It listed services but didn’t explain their impact on clients or patients.

Instead of drawing people in, much the collateral felt dense and unapproachable. The design itself added to the issue—cluttered layouts, misaligned elements, and excessive text that became nearly unreadable when printed. It needed a clean, modern look that was both visually appealing and easy to navigate.

The redesign focused on clarity and connection. We streamlined the content, shifting the focus from just what InterMed does to why it matters. The new visuals prioritized people—employees, patients, and the human side of healthcare technology.

Before

After

Brand Guidelines

The final stage was the creation of comprehensive brand guidelines, detailing the use of logo, colors, typography, and more, providing a blueprint for InterMed's brand assets and visual identity

@InterMed

29.4k impressions

6.7% Engagement Rate

208 followers

InterMed

Vendor of Healthcare
Technology Services

InterMed encountered significant challenges in expanding its national presence and establishing itself as a recognized leader in healthcare technology management. The key obstacles included:

Limited Brand Awareness – InterMed lacked widespread recognition within the healthcare industry, making it difficult to position itself as a trusted partner in healthcare technology services.
Expanding Market Reach – The company needed to effectively engage healthcare decision-makers, as well as key stakeholders at various levels, to drive awareness and business growth.
Talent Acquisition – Recruiting skilled biomedical technicians (BMETs) and other technical professionals remained a critical priority, requiring targeted strategies to attract and retain top talent in a competitive job market.

Stemming from insights and decisions made in the soft rebrand, we started our socials from scratch, our initial approach to social media focused on creating Instagram content and repurposing it across other platforms. Instagram, being the visual standard for social media, seemed like the ideal foundation for our strategy.

However, upon closer evaluation, we realized this strategy wasn’t yielding the results we anticipated.

While most of our channels stagnated, LinkedIn was the exception, showing noticeable growth. This insight prompted us to pivot and double down on LinkedIn content.

Inspired by insights from Gary Vaynerchuk and other industry experts, we revamped our approach to the following model.

The revised model was made to also address key challenges we faced during the previous campaign:

1.Engaging Executives: Involving busy executives was a significant hurdle. They needed assurance that their time would be used effectively. Our new strategy simplified the process, making participation less demanding and more valuable for them.

2. Understanding Our Target Audience: We had limited knowledge of what truly resonated with our target audience. The revised model enabled us to experiment with content topics. These insights not only refined our social media strategy but also informed other areas, such as sales presentations and advertising campaigns.

Below is gallery of some of these posts:

Note: Although the final "refine" step could not be completed due to an unexpected workforce reduction—resulting from new ownership’s decisions at the start of the year—there were still strong results overall, as shown in the next tab.

GROWTH

Results taken from 52 LinkedIn posts
(September 5th, 2024 - January 26th 2025)

InterMed's steady growth from 2,698 to 2,904 followers.

*Alongside this growth was a 131% increase in reach

ENGAGEMENT

76
REPOSTS

1,236 CLICKS

448
REACTIONS

*Ineractions increased by 43%

DEMOGRAPHICS

INSIGHTS

We effectively reached both key groups we set out to engage: technicians and decision-makers in healthcare leadership.

Technicians made up 22.2% of InterMed's total followers—the largest identifiable career segment. This lined up InterMed's engagement trends as content featuring technicians ranked among the top-performing posts.
Healthcare professionals accounted for 46.9% of InterMed's followers, indicating strong engagement from this critical industry. Within this group, we see a decent concentration of senior leadership:

20% are senior-level employees
10% are director-level employees

While C-suite executives represent a smaller portion of our audience, our strong presence among senior and director-level roles ensures we’re reaching key influencers—the people who have the trust and proximity to guide C-suite decision-making.