Extending the preeminent medical malpractice insurance brand across new service offerings
The Situation

The Doctors Company, with over 71,000 members, is the largest and most successful medical malpractice insurer in the United States. With continued growth, The Doctors Company was looking to advance and extend its brand as it added additional lines of coverage to afford even more valuable services to the physicians and surgeons it serves.

The Solution

Building on previous foundational work on rebranding, brand architecture, corporate identity and web design, BrandCulture helped The Doctors Company launch preemptive ownership of its positioning that promised unmitigated, unwavering and uncompromised support for all who work to advance the practice of good medicine. Recognizing that the needs of medical practices for insurance went beyond malpractice to protecting the business of the medical practice itself, we created new advertisements and brochures that highlighted the benefits of turning to The Doctors Company to be the trusted source for arranging complete coverage across the risks inherent to the practice of good medicine.