Work

How Vivaldi Repositioned HIMSS Analytics as a Strategic Partner in Healthcare Data

  • Healthcare
  • Brand Strategy
  • Corporate Brand Positioning
  • Marketing Strategy & Acceleration

The Challenge

HIMSS Analytics faced an identity crisis. Despite offering advanced healthcare data products, the brand was perceived as a commodity provider with weak differentiation from competitors in an increasingly fast-moving industry.

The Opportunity

Vivaldi redefined the HIMSS Analytics brand for provider and vendor audiences, shifting from commodity to strategic partner. The work delivered new positioning, a fresh internal launch, updated messaging, and a new website, all grounded in clearer emotional connection to customer needs.

The Outcome

By rethinking its value and how it communicated it, HIMSS Analytics reclaimed relevance in a fast-moving industry. The engagement produced a measurable boost in leads and team engagement.

HIMSS Analytics Case Study Summary

HIMSS Analytics engaged Vivaldi to resolve an identity crisis in which its advanced healthcare data products were being perceived as commodity offerings indistinguishable from competitors. Vivaldi redefined the brand for provider and vendor audiences, delivered new positioning, an internal launch, refreshed messaging, and a new website grounded in clearer emotional connection to customer needs, producing measurable lifts in leads and team engagement.

About HIMSS Analytics

HIMSS Analytics is the data, research, and analytics arm of HIMSS (Healthcare Information and Management Systems Society), a nonprofit focused on transforming health through information and technology. Headquartered in Chicago, HIMSS operates globally with a focus on the healthcare technology ecosystem, including providers, payers, and vendors.

 

 

Frequently Asked Questions

What did Vivaldi help HIMSS Analytics achieve with the repositioning?

Vivaldi shifted HIMSS Analytics from commodity data provider to strategic healthcare partner across positioning, messaging, internal launch, and a new website. The repositioning produced a measurable boost in leads and team engagement, and gave the business a defensible identity in a category that had been compressing on price.

How did Vivaldi rebuild emotional connection in a healthcare data category?

The work started with the actual decisions provider and vendor customers were trying to make with the data, rather than the feature differences between products that the category had been arguing about. Emotional connection in B2B data is built by demonstrating that the seller understands the consequence the customer carries when the decision goes wrong, which is what changed the conversation from feeds and benchmarks to strategy and risk.

 

Why do healthcare data companies tend to drift into commodity positioning?

Healthcare data businesses sell into procurement and analytics teams that evaluate them on coverage and price, and that evaluation rewards talking about the dataset rather than the decision the dataset supports. Drift into commodity positioning is a structural pull of the buying process, which is why a deliberate repositioning is required to escape it rather than wait it out.

 

What can other B2B data providers take from the HIMSS Analytics work?

The transferable lesson is that internal launch and team engagement do as much work as external messaging in a repositioning, because the people in front of customers carry the new story or undermine it. Data providers that fund the brand refresh but underfund the internal rollout tend to see external metrics plateau within two quarters.