By: Keegan Superville, VP of Marketing
PurpleLab launched in 2015. In startup years, that’s a lifetime ago – and we’re incredibly proud of how far we’ve come.
Over the past decade (and a bit), we’ve grown to over 100 team members, we’ve expanded into new markets, built new capabilities that reflect market needs, and we’ve partnered with countless organizations across life sciences, advertising, payer and provider ecosystems. But when we recently stepped back and asked ourselves a simple question – “Who is PurpleLab?” – the most common answer we heard was: “We’re a data aggregator.”
While that answer isn’t wrong – data aggregation is foundational to what we do – it’s incomplete. And more importantly, it doesn’t reflect how our customers actually experience working with us today. So, we set out to refresh our brand so that it accurately reflects who we are as a company, what we do, and most crucially, our “why”.
Our previous messaging focused heavily on the “what.” There’s nothing inherently wrong with that positioning, but when we compared it to who we are today and where we’re going, we realized it was too product-forward and not quite reflective of our broader enterprise story. Plus, it was a little light on emotional connection – in other words, it didn’t capture the reason we get out of bed every morning.
In healthcare, especially, this “why” matters because outcomes and patients matter. We all work adjacent to the healthcare system, but more importantly, we’ve all experienced it as humans, at a family member’s bedside, or as patients ourselves.
So we reframed our positioning around a philosophy that has always been true for PurpleLab – even if we hadn’t explicitly said it before:
PurpleLab® is a healthtech company driven by one clear philosophy: outcomes matter most.
As your trusted partner for real-world data, we help organizations drive decisive action based on precise insights—with the ultimate goal of giving everyone a fighting chance at the best possible health outcome.
This shift puts purpose at the center. It acknowledges that data is only a means to an end; the goal is outcomes.
Another important realization during this process was that our sales narrative lacked cohesion. We have powerful offerings across different segments – life sciences, advertising, payers, providers – but we weren’t consistently telling an enterprise story about how those capabilities connect.
We were often talking about point solutions when, in reality, PurpleLab serves as a robust foundation organizations can build upon to achieve their goals.
So our directive for the refresh was clear:
Ultimately, this was about aligning our brand with the company we’ve already become.
Alongside the positioning shift, we refined our mission:
Our mission is to be the catalyst for healthcare innovation.
What we mean by this is that healthcare runs on data and innovation is built on data, but raw data alone doesn’t create change.
Therefore, our role is to organize, structure and activate that data in ways that enable smarter and faster decisions. We provide the data, yes – but also the tools and expertise that make that data usable across the healthcare continuum.
Often, the people closest to a healthcare problem aren’t the same people traditionally equipped to analyze complex datasets. We see part of our responsibility as bridging that gap. In other words, we want to unlock data so that innovators, strategists, clinicians and marketers alike can turn insight into action.
When we began this process, we weren’t planning to update our logo. The PurpleLab dog has been with us from day one. It represents curiosity, helpfulness and persistence in seeking, tracking and retrieving insight – all traits that still define us.
But our original logo had a conceptual constraint: the dog was locked inside a container. As we thought about our evolution – and our mission to catalyze innovation – we realized the dog needed to be free. In the new logo, the dog is framed by an “L” shape behind and below, while the front and top are open. For us, this change represents continued discovery and forward momentum.
The refreshed visual system also modernizes our palette and creates a clearer design framework. Overall, what we set out to do with this refresh was to make sure our brand accurately reflects what we live and breathe every day.
Today, our partners rely on us in bigger and more strategic ways than ever before. And as healthcare continues to grow more complex, we believe our role as a trusted, outcomes-focused data partner is more important than ever.