Five independent practices.One defining purpose.
Aligning 25+ stakeholders across five organizations required deep listening, structured synthesis, and a brand strategy defensible enough for every boardroom.
Nine in-depth conversations with leadership across IRC, NHR, Integrative Physiatry, First Docs, and Radial Health. We mapped perceptions, goals, fears, and vision for what a unified brand could mean.
“Everyone is confused between the brands and how IRC is structured. Excited to have all under one roof in some way.”
— Chad Randolph
Extended reach to stakeholders we couldn't interview directly. Quantified alignment gaps and surfaced the top three concerns: future-proofing, market education, and conflicts of interest between physiatry and internal medicine.
“We all have strong brand identities regionally — IRC, NHR, Integrative Physiatry — and we need guidance to massage our new name and identity.”
— David Sucharski
Audited IRC, NHR, and multiple competitors to understand market positioning. Identified the white space: no one had built a brand around the unified team model of physiatry + internal medicine.
“There’s a challenge to not lose the small company feel we have as we continue to grow bigger.”
— Dr. Gnatz
Synthesized stakeholder input into core themes: patient-first culture, comprehensive care, and the power of unified teams. Developed the brand manifesto, mission, vision, and tone of voice — tested against every audience.
“We provide comprehensive care with a consistency unmatched by anything else out there.”
— Dr. Duggal
20+ naming concepts with trademark review and legal clearance. Medrina was chosen for its medical resonance, memorability, and neutrality — a name that didn't favor any legacy brand, but honored all of them.
“Having rehab in the name is problematic because it becomes confused with contract therapy. As we add internal medicine, it’s above and beyond the rehab umbrella.”
— David Sucharski
Five brands. Five identities. Five different ways of showing up. Strategy Collective brought the clarity to unite us under one name. Medrina isn't a rebrand — it's the identity that finally matches the ambition of what we've built.