Repositioning an Industry Veteran as a Market Innovator: AxisPoint Health

When AxisPoint Health emerged from McKesson’s divested care management unit, the company faced a foundational challenge: it was new in name, but not in perception. In a market where legacy associations can be difficult to shake, AxisPoint needed to quickly establish itself as an independent, forward-looking innovator in care management — rather than an extension of its former parent organization.

The Challenge

Following its divestiture from McKesson, AxisPoint needed to establish itself as a new, independent company — not a legacy player.

The goal was to reposition the brand as an innovator in care management, while navigating a limited payer media landscape.

The Strategy

Create Momentum Through News

Announced new hires, partnerships, and products to signal transformation and growth.

Build an Expert Voice

Launched a thought leadership program to position executives as forward-thinking industry leaders.

Differentiate the Brand

Leveraged social media to highlight AxisPoint’s unique perspective, culture, and vision.

The Result

Within the first year, AxisPoint successfully shifted market perception from a legacy business unit to a credible, forward-looking innovator.

The campaign drove consistent media coverage, strengthened executive visibility, and significantly expanded the company’s digital presence.

The Impact

55+

Pieces of press release coverage

20+

Thought leadership articles secured

333%

Increase in Twitter following

893%

Increase in LinkedIn following

Featured Coverage

Managed Healthcare Executive
Health Management Technology
Healthcare IT News
Podcast series secured with IntrepidNOW Healthcare

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