One Year as Amplify Care – What Our Rebrand Taught Us About Meaningful Change

By: Dr. Mohamed Alarakhia, Chief Executive Officer

One year ago, we introduced our new name and look to the world: Amplify Care. At the time, I described it as an evolution – one that reflected how far we had come and where we needed to go next. Looking back now, that still feels true, but what stands out more to me is not just the decision to change, but the process behind it.

Because change, when it’s done well, is a journey.

Our rebrand wasn’t something we rushed. It took over a year of conversations, exploration, and careful consideration. We spoke with clinicians, patients, partners, and our own team. We brought on subject matter experts – the marketing team at Stryve – to provide expert advice, guidance, and design support. Together, we tested ideas, challenged assumptions, and worked through what our brand needed to represent… not just for today, but for the future of the organization. Our mission has remained the same, but as we’ve grown, we have an even greater ambition to help more clinicians and care teams in the work that they do.

The work we put in over that year mattered. Because changing a name, especially one that has been trusted for over a decade, is not a simple decision. It comes with a level of uncertainty. There’s always a question of whether you’re heading in the correct direction or if you are at risk of losing something important along the way. So we took the time and did all of the necessary exercises to really get it right, and I’m proud to say that everyone has been very receptive and happy with the end result.

I’ve been thinking about our rebrand process over the past year, particularly as we’ve seen the rapid rise of AI and digital tools in healthcare. In many ways, the conversations happening now about AI feel familiar to what we went through.

There is real potential and an appetite in primary care to implement AI tools into clinical practice. But there is also hesitation, and rightly so. Questions about safeguards, workflow integration, and whether these tools will actually deliver on their promise are top of mind for many clinicians. That tension between opportunity and uncertainty is something we experienced ourselves during the rebrand.

And it reinforces an important point: change, on its own, doesn’t create value. It’s how that change is implemented that makes the difference.

This realization I made during the rebrand draws a direct parallel to what we do at Amplify Care: we support change. We’ve spent over a decade helping clinicians and healthcare organizations as they adopt new digital solutions by  making sure the solutions enable their workflows in ways that address pain points, and assessing tools (with knowledge evaluation and translation being a cornerstone of our work).

And what we’ve learned is that successful change doesn’t happen because a tool is introduced: it happens when people are supported through the process of adopting it. That support looks different depending on the context, but it often includes creating space for understanding the problem and the tasks to be done. It means making sure you answer all the questions, and you walk through the impact of any change. It is important to ensure that implementation is done in a way that is practical, safe, and sustainable. It also means being willing to adjust, because not every AI solution works in a particular environment in the way it was intended.

Just as we leaned on the expertise and guidance of Stryve to help us land on our rebrand, clinicians and healthcare teams benefit from having the right support in place when approaching change. It’s not about having all the answers upfront. It’s about having a partner, with a proven process and a willingness to work through the uncertainty.

As healthcare continues to evolve, our role remains the same: to ensure change doesn’t just happen but that it actually works, for the people who matter most: clinicians, care teams, and the patients they serve. And so we work hard to make sure we are there to provide the timely support that clinicians and care teams need. Thank you for continuing to put your trust in us to do this work alongside you.

Mohamed