ReBrand ReView: Caretime

Chelsey Heil, former designer at CareTime (now Head of Marketing at Qualis), sat down to chat about the company’s rebrand from 2023. Stick around for a teardown and peek behind the curtain to see how this brand refresh went from concept to go-live. 

About the brand: CareTime stands out as the straightforward and user-friendly solution for home care agencies, providing a seamless experience unlike other complex alternatives. With essential features like CRM, scheduling, EVV, billing, claims, reporting, and a family portal, CareTime serves as a comprehensive "one-stop shop" for managing your business efficiently. What sets CareTime apart is its innovative automated billing system, allowing you to "Bill while you sleep." Additionally, the robust rules engine ensures flawless claim submissions every time, making CareTime the perfect choice for your agency's needs. Visit their website here.

Before the rebrand

Home care software is a newer SaaS category. Most home care companies operated using pen and paper up until—some even still use it—Electronic Visit Verification (EVV) came on the scene between 2020 and 2021, for home healthcare and personal care services respectively. 

Chelsey and team were all in consensus that the Caretime brand and website no longer represented what they were as a company. To get buy-in and get the team on the same page, Chelsey did a competitor analysis and found that when their logo was set next to other competitors, it got drowned out in the noise. It didn’t stand out. 

“We wanted to make sure that people understand first and foremost that we are a software company. We had some room to grow there,” Heil shared. 

And this wasn’t a decision that they made lightly, either. “When thinking about the old website and its appearance, making any updates to the messaging without a new brand identity felt like a juxtaposition. It didn’t make sense to have an updated and modern site and then still have the old logo. So, for us, it made more sense to update everything all at once.”

In a presentation to get final approval on the initiative, the rebranding rationale was “to design a new identity for CareTime, one that resonates better with our customers and presents us as progressive in our market.” 

How the brand transformed

Heil put together a number of logo and workmark options together after doing a lot of due diligence work, looking at the competitive landscape, seeing where the gaps are, and what colors are overused, etc. 

The brand’s new logo

“With the new logo, you can see the updated appearance that looks a little bit more fresh and modern,” Heil shared. Not only did the rebrand impact their website, but they used the time to update their product appearance so that they felt like one cohesive unit across all channels. 

Take a look at the before and after, with the brand’s former and current logo. 

The old logo

The current logo

The brand’s updated color palette

You’ll notice that the new colors are different with the logo with some familiarity to it. 

“We changed our colors, but we didn't want to change too drastically to avoid confusing our customer base. It was a more subtle update,  just to get a little bit more modern. We also added some secondary colors to just kind of help round things out, to give the brand more room to flex across channels,” Heil added.

The brand’s new messaging

The rebrand didn’t just encompass visual elements, the team wanted to go back to the drawing board and make sure that their messaging reflected their robust product and service offerings. 

“We took the rebrand as an opportunity to update our positioning and be more cohesive in our messaging. Our website didn't reflect half of what we did, and the half that was there, wasn’t done well. We took the time to add in a lot more screenshots of our product, and add more value props that prospects expect to see when they come to our site,” Heil shared. 

A path forward after the rebrand

CareTime’s rebrand took place in January of 2023, and Heil shared some of the results of the rebrand. 

“We noticed a 42% year-over-year increase in pipeline between 2022 and 2023. Not that the rebrand was the only change made during that time, but it’s a powerful testimony to the impact a rebrand can make on a business’s bottom line, especially in a highly saturated market like home care agency management systems,” Heil added. 

If you’re thinking about rebranding your business, Heil has a parting piece of advice: “You have to be able to tell the full story, and ensure that you're getting buy-in from the right people early on to avoid going down rabbit holes.” 

And once you’ve rebranded: “The process never ends. Once you launch, you have to keep iterating as time goes on to make sure that you're staying fresh and getting people excited about your brand,” Heil shared. 

To learn more about Caretime, check out their website: https://caretime.us/ 

Interested in seeing how a marketing partner can help you bring your health tech company’s rebrand or brand vision to life? Get in touch with Jenn today.