WellFX is a private and secure social platform that launched in 2012. The Farinella team produced an all-encompassing marketing and communication campaign to support the company’s launch and ongoing sales presentation.

Specifically, we helped define the company’s brand + identity, created its website, wrote and produced videos, and delivered marketing and sales collateral materials, email campaign strategy and content, and managed the outside public relations agency.

Our first step was defining and creating the company’s voice, which had to connect with patients and providers at the same time. We opted for a friendly, yet authoritative voice.

That voice came to life across the company’s website, in an animated video titled “Meet Bill,” which introduced patients to the concept of a health centered social network, and in a corporate video that detailed the challenges many healthcare providers are facing when it comes to engaging their patients.

The Farinella team was responsible for directing and executing the design and content for the website. We also scripted, directed, and produced the WellFX videos while managing three video production companies. David also provided the voice-over for the “Meet Bill” video.

Post launch, WellFX retained the Farinella team to provide marketing and communications strategy and execution.

During that time, our team directed, managed, and produced the materials needed for the WellFX sales and implementation teams to be successful. We also scripted and directed seven help videos (including English to Spanish translation and voice-over), and worked hand-in-hand with the company’s outside PR counsel to maximize the WellFX impression with analysts and members of the media.



WellFX is the first patient-centered, provider-directed and secure social platform designed specifically for healthcare providers to engage and empower patients in better managing their health.