The Situation

In 2018, Cult was hired to rebrand the Laboratory Products Division for Cardinal Health. Cardinal was looking to create a strong value proposition and brand position for its multi-billion dollar lab business.

The Insights

Cult visited lab operations at acute care facilities and independent reference labs across the U.S. The Cult strategy team specifically met with lab directors and managers to observe their operations, better understand how the labs operate, and to explore how lab partner decisions were made within their organizations. We also spent two days with the Cardinal Health Laboratory Advisory Board during their annual retreat to test brand concepts and messaging.