Creating Clinovera — A Healthcare-Only Entity for First Line Software (Boston, MA)
Snapshot
Industry: Healthcare Technology
Timeline: 2022–2023
Core Problem: First Line Software needed a dedicated, credible healthcare brand to compete in a mature, trust-driven market.
Headline Result: Built and launched Clinovera at HIMSS 2023, securing a $500K healthcare client within the first six months and establishing a clear market position.
1. The Challenge
First Line Software had strong technical capabilities but lacked a clear, focused presence in the healthcare space. Their existing brand served multiple industries, making it difficult to communicate deep domain expertise to clinical and health IT buyers who value specialization and trust.
The leadership team needed a healthcare-only entity with:
A distinct value proposition
A name and brand that conveyed credibility
A launch moment that earned attention in a crowded marketplace
Alignment with enterprise sales goals
2. The Insight
Healthcare buyers were not just looking for software engineering—they wanted a partner that understood clinical workflows, compliance, patient safety, and the emotional stakes of healthcare delivery.
Our strategy became clear: instead of stretching the existing brand, we needed a focused healthcare identity built from the ground up.
3. The Approach
Defined the brand architecture separating healthcare from First Line Software’s broader portfolio to create clarity for enterprise buyers.
Developed the name “Clinovera,” rooted in clinical innovation and trust, ensuring strong verbal identity and domain availability.
Crafted the positioning and messaging, highlighting healthcare expertise, regulatory competence, and patient-centered design.
Built the visual identity including logo, design system, and launch assets aligned to healthcare industry expectations.
Created a go-to-market plan tailored for HIMSS 2023, leveraging the event as a high-visibility launch platform.
Aligned cross-functional teams (sales, delivery, leadership) around the new brand to ensure internal adoption and consistency.
4. The Results
Successfully launched Clinovera at HIMSS 2023, establishing it as the company’s healthcare-facing entity.
Secured a $500K healthcare client within the first six months, validating the brand’s clarity and market relevance.
Generated stronger-quality leads and more focused conversations due to the specialized positioning.
Elevated credibility across all digital and event touchpoints, strengthening trust with enterprise buyers.
Created a sustainable brand foundation for future growth in the healthcare vertical.