Mercury’s insights revealed that practice managers, not just veterinarians, were key decision-makers who could appreciate VHA’s benefits. These managers delegate tasks, manage operations, and seek resources to simplify their roles. To expand rapidly, Mercury recommended that VHA focus on a new name, messaging and outreach to specifically engage practice managers.

The project hit a bump when a proposed name closely resembled an existing brand. This experience underscored the need for cross-functional collaboration, ensuring that multiple stakeholders are integrated into the decision-making process as early as possible. Mercury quickly navigated the naming challenge by initiating a comprehensive review of the competitor’s brand and seeking guidance from a local legal resource. Ultimately, the decision was made to pause on renaming, as VHA was already experiencing organizational change, and renaming would fall to the new leadership team. Instead, Mercury’s brand strategists and designers worked with the team to modify their current name, logo design and tagline to better reflect their refreshed brand image.