SOUTH SAN FRANCISCO, CA: First Databank, a clinical drug information provider, is rebranding.
The organization wants to emphasize the role of integrated drug knowledge in healthcare information technology. It will keep the name “First Databank” initially, but later use just its initials, FDB, to reflect new priorities. In addition to a new logo, the organization will also launch a corporate identity program and revamped website, as well as make changes to its drug database, the National Drug Data File.
“The company needed to change and grow to survive and thrive in today's marketplace,” said Denise Apcar, brand communications manager at FDB.
The company is managing PR for the rebranding effort in house. However, branding firm Brainchild Creative consulted FDB on which publications it should target to highlight the change. The strategy includes reaching out to niche health-information publications like Health Informatics Magazine and forums like the Medical Users Software Exchange.
The organization also created the FDB MedKnowledge blog to expand its social media presence based on market-research findings.
“It came in loud and clear that we really needed be more public with our opinions on the industry and provide thought leadership, and the blog will become our main avenue to do that,” Apcar said.
FDB is posting videos featuring staff and customers on the organization's site and YouTube, and the company is also expanding its LinkedIn corporate page and its Twitter use.
However, it won't use Facebook, despite the social network's hundreds of millions of users.
“We specifically asked our customers if they used Facebook in their business lives and found that they did not,” Apcar said. The organization found that many of their customer's organizations, like its own, blocked the website for network security reasons.
The company also streamlined its alerts system, which William Smith, president of pharmaceutical consulting firm The PSO Advisory, said is critical.
“The whole concept is that if you keep getting alerts and 95% of them are meaningless, you're going to miss the 5% that have real value,” he said.