INROADS

Blue Cross and Blue Shield of Texas was launching a new behavioral health service. They asked us to develop a name that avoided the negatives associated with lots of other behavioral health programs while sounding more upbeat and engaging.

The name “INROADS” was ultimately chosen because it conveyed a sense of action and progress, aligning with the program’s forward-thinking and dynamic nature. It reflected the program’s positive and optimistic positioning, emphasizing opportunities and advancement.

Additionally, the name was simple to spell, pronounce, and remember, ensuring accessibility and ease of recognition. Finally, it stood out as a strong, distinctive brand, clearly differentiating the program from competitors in the same space.

The name was well-received by practitioners and patients alike. It became the name for a separate division of Blue Cross And Blue Shield of Texas. This division was acquired by Merit Behavioral Health Corporation, and Merit established a new company in Dallas with the INROADS name.