Don’t call Luis Machuca’s company Kryptiq Corp. anymore.
The Beaverton-based health IT provider has rebranded itself to better reflect its current business model and product — population health management tools.
After working for the past year with Portland-based Ziba Design, Kryptiq has rebranded as Enli Health Intelligence.
CEO Machuca said the new name the fact that the company’s customers strive to achieve better outcomes for patients by making “enlightened” decisions based on solid data and medical evidence, hence “Enli.”
“I wasn’t sure Kryptiq, as much as I love the name and have an emotional affinity to it, really captures the direction we’re going and the company, as we need to define it, that’s going to change the landscape of population health technology,” Machuca said.
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The company went through an “exhaustive process” Machuca said. Ziba performed market research and even ethnographic field work inside major health care systems.
Kryptiq began as a secure messaging platform for health care. It was taken over by its biggest investor, Surescripts, then spun back out several months ago with its Caremanager software for population health management.
Rob Wees, senior art director at Ziba, said the old name felt dated, “of the ‘90s.”
“The program started with a desire to reframe and reposition,” Wees said. “‘Kryptiq’ described its past and heritage, but was in conflict with the new brand. As we were getting to know their purpose and values, we further convinced ourselves ‘Kryptiq’ was limiting their ability to connect more with their constituency.”
Ziba also helped the corporation design its population health dashboard, which uses green, yellow and red color coding to aid health practitioners in managing at-risk patients.
Machuca said they strove for a name that would reflect their culture. Enli feels lighthearted, “not dry and sterile,” he said. It would also help the company stand out in the crowded health IT market space, where more than 100 competitors are vying for a piece of the population health pie.
“When people are getting better outcomes, especially if they’re patients with chronic diseases, when they’re getting better outcomes in a happy state,” he said. “They’re living longer and have less doctors’ visits. If we were going to rebrand, it needed to be around a happy ending.”
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