January 15, 2010

Rella:Cowan Develops Brand Positioning for Health Information Associates

Durham, NC -- Rella:Cowan recently developed a new brand positioning for Health Information Associates (HIA), a health care coding company based in Pawleys Island, S.C. The new positioning focuses on the company's emphasis on hiring the best people in the business. "The people behind the numbers" messaging is also the theme and the basis for content development for the company's new website, also created by Rella:Cowan (http://www.hiacode.com).

"This new positioning speaks to the heart of what differentiates us from our competitors," says Charlie Eckert, director of marketing for HIA. "We have high standards, and we believe that our people are the secret to our success. In our industry, there's really no substitute for experience, and Rella:Cowan knew how to convey that in a very effective way."

Rella:Cowan worked with HIA to collect information and photograph a host of employees, representing a broad section of the company. Then, the agency created sales materials, a print advertising campaign and corresponding website - all to highlight the people of HIA and their value to clients and the company. The website went live the first of the year, and new ads have started running in health care coding publications and will continue throughout 2010.

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