Proving the obvious solution isn’t always the best.


Wellbound (now part of Satellite Healthcare (San Jose, CA), not-for-benefit health organization dedicated to improving the quality of life of dialysis patients


Those in need of treatment as critical as dialysis have been around clinical medical environments more than their fair share. Satellite Healthcare wanted to think differently for these patients, inventing a new concept in treatment by creating a nationwide network of “in-home” dialysis care centers. These centers were to offer an environment that was welcoming, comfortable and more in tune with those seeking to focus on life, not their illness.

The company’s own brand name, Satellite, would have worked as a name, but there’s nothing emotional about a satellite. The bigger issue however, was after both qualitative and quantitative research, we came to the conclusion that the center needed to stand on its own — apart from the satellite brand — to have the deepest impact on the community which overwhelmingly associated Satellite with a hospital-like dialysis center. The time and money to reposition the Satellite brand was far greater than launching a new one. Satellite wanted a name that made a statement about their mission as much as about their product. The assignment was a good example of the immersion we like to do for our clients as we visited multiple facilities and interviewed dozens of nurses, physicians, employees and patients — getting a feel for the DNA of the company and the market they served.

The name we landed upon, Wellbound, spoke of a journey each dialysis patient hopes to take. It captured a sense of hope and purpose for Satellite itself. The name has been so successful that it's not only still in use today, but is considered the gold standard for in-home dialysis care.

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