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Rebranding to reimagine Healthcare

Duly Health and Care

DuPage Medical Group’s transformation to Duly Health and Care was inspired by a vision to offer patient-first care. Edelman Delta partnered with the organization to deliver on this significant change.


DuPage Medical Group was a traditional healthcare practice in Chicago’s western suburbs. The practice was historically physician-led, physician-owned and, as a result, took a physician-first view of healthcare. With a new CEO and investment from Ares Capital, the company had a bold new inspiration – to reimagine health care in a way that would put patients first. And to expand well beyond the bounds of DuPage County. Edelman was asked to envision, create, and launch a brand to fit that ambition.


Building off insights gleaned from deep qualitative research as well as a multi-audience quantitative brand study, Edelman Delta guided the client leadership team in defining the desired positioning for the new brand.

We brought the brand to life through naming, identity, and brand guideline development. Partnering with the broader creative and media network at Edelman, we led the development, planning, production, and execution of a comprehensive, 360-degree launch for the new brand.


Duly Health and Care was launched to the public in September of 2021. Within three months, the brand had reached awareness and familiarity levels on par with similarly-sized competitive brands that had been in the market for over a decade.

Most importantly, we have consistently grown Brand Trust since launch, seeing Trust levels grow +25% versus the legacy DuPage Medical Group brand and outperforming all members of Duly’s peer class.


trust levels growth

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