OI Infusion
Humanizing the Biologic Therapy Experience
OI Infusion Services partners with physicians, and healthcare groups nationally to provide comprehensive infusion therapy services in their offices. They oversee clinic setup (often launching within ~10 weeks), procurement of biologic/IV medications, drug rebate optimization, insurance pre authorization, scheduling, RN staffing and training, and billing and collections—essentially handling the full operational and clinical work flow.
Challenge
OI Infusion faced a dual-audience challenge: patients were anxious about infusion therapy treatments, while healthcare providers were hesitant to add infusion services due to perceived operational complexity. The company needed to reposition its brand to address both concerns while maintaining its reputation for clinical excellence.
Solution
For patients, we transformed the experience from clinical to empathetic, focusing on comfort and the security of receiving treatment in their trusted healthcare provider’s office. For healthcare providers, we positioned OI Infusion as a turnkey solution that could enhance practice revenues while minimizing operational risks, promising launch in ten weeks or less.
The brand transformation began with an overhaul of OI Infusion’s voice, replacing clinical terminology with warm, accessible language while maintaining professional credibility. The website architecture created distinct journeys for patients and providers, with strategically messaged landing pages directing leads to appropriate contacts. Each specialty area received dedicated content addressing specific treatment needs and operational considerations.
The success hinged on three elements: clear dual-audience messaging, trust-building through authentic testimonials, and simplified, actionable content about the launch process. This approach established a foundation for growth while maintaining focus on patient comfort and care quality.
Results
Patient engagement and satisfaction increased substantially, while appointment cancellations decreased. Provider response showed increased partnership inquiries and faster decision-making. Most importantly, providers cited the clear value proposition as their key decision factor, with operational complexity concerns diminishing significantly in the purchase process.
