5 things health leaders need to know about rebranding: Start your brand transformation right

So why is a human-centered approach especially important when you’re working with B2B health-related companies?

This is something we really focus on at Orange Square.

And there are five points:

1. It helps you mitigate risk. In health, trust is fragile. Placing people’s needs first in business decisions reduces stakeholder distrust and market resistance. It accelerates adoption and market growth.
2. It shortens your sales cycles and accelerates market entry because you understand and address the real motivations of the key decision-makers and market influencers you work with.
3. It increases competitive advantage and differentiation. By aligning your offerings around genuine customer needs, your solutions resonate more strongly. It makes it easier for your customers to choose to buy and to support your brand.
4. It drives internal alignment and productivity. In organizations guided by a human-centered approach, employees see the real human impact of the work. That in turn increases morale, productivity, and retention — all critical for operational efficiency and cost control.
5. It fosters long-term growth and stability. Because you’re focusing on problem finding, you stay focused on your clients. You’re aligned with the market’s shifting expectations because you’re paying attention. You’re protecting your strategic investments and positioning your business for sustainable, resilient growth.