Three veterans of the strategy consulting and advertising spaces have joined forces to launch BrandWell, a new business and brand consultancy that will aid clients in improving the human condition.

“Our mission is to help improve brands and help improve the human condition because that’s what all three of us are passionate about,” said Brad Lang, principal. “That human condition is broadly defined but largely in the health care space.”

Lang, with experience in health care delivery companies, is joined by Jan Creidenberg, who brings experience in medical technology and pharmaceuticals, and Matt Anthony, who is versed in marketing and advertising as well as philanthropy—creating a deeply experienced leadership team.

The team’s collective knowledge and backgrounds uniquely position BrandWell to provide consulting to companies that, in one way or another, touch the health care industry. Under Anthony’s direction, BrandWell also will serve nonprofit clients that focus on human health.

“We believe there’s a big market that falls between huge companies and startups,” said Creidenberg of their potential client base. BrandWell identifies these clients as technology companies, hospitals and other provider organizations, such as health insurance companies.

“We want to bring all that expertise to organizations that we believe in and that are trying to do great work,” said Creidenberg. “It’s also timely because health care is front and center, right? … Health care across the spectrum needs to improve efficiency and effectiveness, and we think we can help all those companies across the spectrum in a very efficient, effective way.”

A component of BrandWell’s value is its comprehensive consulting.

Lang said mid-size organizations often have to hire a consulting business strategy firm, then hire a brand strategy firm, after which they will seek an advertising agency to execute at all.

“Part of our value proposition is that instead of going out and hiring three firms to do that, we have capabilities and experience to all three of those pieces,” said Lang.

Furthermore, the principals will take the lead on all consulting, tapping into their experience and wisdom, rather than casting a client off to a junior associate. However, to maintain efficiency, they employ a network of partners to achieve specific outcomes.