Onward By NeuroFlow Marketing

NeuroFlow is a behavioral health technology company that leverages data analytics to transform mental healthcare delivery. Through their BH analytics platform, NeuroFlow partners with health systems and health plans to proactively identify patients and members at risk for suicide or experiencing declining mental health.

This data-driven approach enables early intervention and smart triage, directing individuals to the most appropriate resources based on assessments and other key indicators—whether that's connecting them to therapy, crisis intervention services, the Onward by NeuroFlow app for digital cognitive behavioral therapy (dCBT), or other educational materials tailored to their specific needs.

The consumer app was originally branded simply as "NeuroFlow," creating confusion for end users who would encounter the company's B2B-focused website when searching for the product.

NeuroFlow B2B Website Homepage

App Branded as NeuroFlow

NeuroFlow App Registration Flyer

It was a common occurrence that end users would select the “Request a Demo” button located in the navigation and complete a contact form expressing interest in accessing the app for their mental health concerns.

It was vital to differentiate the app from NeuroFlow's broader brand to benefit both end users and B2B clients. With NeuroFlow having multiple products for different kinds of clients (health systems, health plans, federal/government), the mental wellness app was only one offering in a suite of data analytics, care navigation, and EHR integration tools.

Before After

The product design team worked on a style guide for the new branding, while the marketing team and I applied their branding updates to a wider array of materials to inform current users of the incoming change.

Reaching end users required a multi-channel approach that extended beyond NeuroFlow's digital expertise, from email communications to physical materials strategically placed in primary care offices, hospitals, and waiting rooms throughout healthcare facilities.

NeuroFlow-Branded Poster and Areas to Improve

The existing client toolkit included various marketing materials: posters, flyers, brochures, and registration instructions that were all branded for the 'NeuroFlow App.' These diverse formats served different purposes and accommodated the varying needs of health systems and plans, making it essential to preserve this range of options in the rebrand.

Before After

In this poster, the QR code was emphasized and scaled up so end users could easily scan it from far away in a waiting room or other similar environment. Also including the app icon in the design would help users differentiate Onward by NeuroFlow and other apps named Onward.

Beyond visual identity updates, a critical component of the rebrand involved rethinking the messaging strategy for Onward by NeuroFlow materials to better encourage user engagement and sign-ups through their health system or plan.

The messaging changing were most evident in the updated Onward by NeuroFlow brochure.

1. 'mind-body connection' → 'care for your complete health'
rationale: this steers away from 'wellness' imagery & uses active, empowering language

2. 'take charge of your overall wellness' → 'Take charge of your wellbeing'
rationale: eliminates 'wellness' terminology, creates a more concise, memorable tagline

3. modality-focused value proposition → diverse content value proposition
rationale: reduced emphasis on activity variety (journals, videos, assessments, etc)

Before After

These materials are placed in waiting rooms across various healthcare settings: primary care offices, gastroenterology clinics, OBGYN practices, and other health facilities. They're also distributed through emails and messages from providers and health systems to their patients.

Before After

The updated flyer features a more emphasized download CTA and condensed messaging for better clarity. A QR code replaced digital-specific elements like the video button, making the flyer versatile for both print placement in waiting rooms and patient emails.

Finally, I updated NeuroFlow's 'For individuals' page to feature Onward by NeuroFlow branding that guides end users to the correct information and prevent them from getting lost within the company's primarily B2B-focused website.