White Rhino

What White Rhino does

White Rhino (legal entity: White Rhino Productions, Inc.) is a privately-held, US-based marketing agency founded in 1990, specializing in psychology-based behavior change marketing for healthcare and B2B clients at pivotal moments such as launches, transformations, and reinventions. The company's core intellectual property is the proprietary B2Me Framework—a psychological journey map that defines the emotional and cognitive steps audiences travel from awareness through emotional connection, cognitive alignment, shared vision, commitment, and overcoming last-minute fear. This framework underpins the agency's service offerings and is publicly recognized through inclusion in Microsoft's Insider's Guide to Innovation. White Rhino serves a primarily enterprise client base across healthcare organizations (hospitals, health systems, children's hospitals, cancer treatment centers such as Arkansas Children's Hospital, Massachusetts Eye and Ear, New York Proton Center, and Ochsner) and B2B/industrial innovators (Microsoft datacenter sustainability, AS&E, Olympus, SAP, Nuance), with documented project outcomes including a 125% conversion lift at Arkansas Children's Hospital, 50x projected first-year sales for the AS&E MINI-Z launch, and a 300% increase in datacenter innovation budget at Microsoft.

The firm's technical stack combines this proprietary behavior change methodology with AI-driven personalization tooling—most notably Healthcare Persona Studio, an AI-driven HIPAA-compliant tool for building need- and emotion-based personas—and a Content Taxonomy and Personalization Engine that uses tags and machine learning to deliver modular, personalized content. White Rhino integrates with enterprise healthcare infrastructure including Epic MyChart, Kyruus clinical taxonomy, Sitecore CMS, and Freshpaint analytics, and is testing OpenAI Operator for autonomous hospital-website navigation. The agency holds or references HIPAA, GDPR, and SOC 2 Type 2 compliance postures relevant to healthcare marketing work.

Commercially, White Rhino operates on a quote-based, project-and-retainer professional services model targeting enterprise and upper mid-market buyers through consultative direct sales (website CTAs include "Talk to us" and "Request a Demo"). The firm is headquartered in Boston, Massachusetts with a secondary office in San Diego, California, and is led by founder and CEO Dan Greenwald. By the end of 2025, the company completed three rounds of financing totaling more than $100 million in cumulative funding, with specific investors undisclosed—an unusual capital event for an 11–50 employee private agency and a leading indicator of upcoming productization, hiring, or M&A activity.

Name

White Rhino

Legal name

White Rhino Productions, Inc.

Website

https://whiterhino.com

Company type

Private

Founded year

1990

Operating status

Operating

Headcount range

11–50 employees

Short description

White Rhino is a healthcare and B2B behavior change marketing agency using its proprietary B2Me psychological framework and AI-driven personalization tools to serve enterprise clients such as Microsoft, Arkansas Children's Hospital, AS&E, and New York Proton Center.

Ownership category

akta.pro rank

Product category

Healthcare & B2B Brand Marketing Services

SIC

Services-Advertising Agencies (7311)

akta.pro primary industry

Naming & Verbal Identity (BPAFAEAB)

Keywords

• Healthcare marketing services
• Behavior change marketing
• Brand strategy consulting
• Digital experience design
• Psychological marketing frameworks

Headquarters

HQ city

Lexington

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Strategic Marketing Consulting: White Rhino provides strategic marketing services to healthcare organizations and B2B companies, helping them with behavior change marketing, brand campaigns, digital experiences, and patient acquisition strategies. Revenue is generated through project-based consulting engagements and retainer arrangements for ongoing strategic work.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels6 records

Core offering

White Rhino is a behavior change marketing agency that helps organizations at pivotal moments (launches, transformations, reinventions) when success depends on changing how people think and act. It applies its proprietary B2Me psychological framework to design brand strategy, digital experiences, websites, and campaigns for healthcare organizations and B2B companies, with AI-driven personalization tools such as Healthcare Persona Studio and HIPAA-compliant marketing capabilities. Services span strategic consulting, website design and development, brand creation, persona research sprints, and personalization-readiness assessments.

Product overview

White Rhino is a behavior change marketing agency offering psychological framework-driven marketing services and AI-powered tools. The core offering is the B2Me Framework (proprietary psychological journey mapping system) complemented by the Healthcare Persona Studio (AI-driven persona creation tool) and Digital Patient Experience Report (annual research). Services include website design and development, brand strategy and identity, personalization-ready tech stack consulting, and patient persona sprints. The company specializes in healthcare, B2B, sustainability, and medical device industries, helping organizations at pivotal moments of launches, transformations, and reinventions.

Differentiator

Problem solved

Functional benefit

Products and services

• B2Me Framework Proprietary psychological behavior change framework mapping the emotional and cognitive journey customers travel from awareness to commitment, used by White Rhino to drive marketing outcomes for clients. Reported outcomes include 50% more leads, 12x more time on websites, and 300% increases in online appointments.
• Healthcare Persona Studio AI-driven tool for creating healthcare personas based on patient need and emotional status rather than demographic information; HIPAA-compliant component of White Rhino's marketing toolkit.
• Digital Patient Experience Report Annual research report analyzing how websites, personalization, and AI shape patient trust and decision-making, based on a national study with nearly 1,000 patients and caregivers.
• Personalization-Ready Tech Stack Assessment & Roadmap Consulting service helping healthcare organizations evaluate their content management systems and web architecture for personalization capabilities, including content taxonomy design and CMS selection guidance.
• Patient & Caregiver Persona Sprint Workshop-based service for creating patient and caregiver personas focused on need and emotional status; a low-risk test approach to identify gaps and opportunities in patient experience.
• Website Design & Development Digital experience creation service for hospital websites, brand campaigns, microsites, and web applications, serving healthcare, B2B, sustainability, and medical device industries.
• Brand Strategy & Identity Complete brand development service including logo, visual identity, messaging framework, and launch campaigns for clients such as New York Proton Center.

Quantifiable outcome

• 125% increase in conversion after website launch (Arkansas Children's Hospital)
• +9 more outcomes

Named customers6 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration6 records

AI capability7 records

Feature4 records

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Hailey Sault: Healthcare-specialized marketing agency offering brand strategy, patient acquisition, and digital experience work to hospitals and health systems — a tightly comparable vertical focus and service mix to White Rhino.
• Healthcare Success: Full-service marketing agency dedicated exclusively to healthcare, covering patient acquisition, digital, SEO, and content — overlapping with White Rhino's healthcare growth and digital front-door mandates.
• Aha Media Group: Healthcare content and marketing agency producing editorial, video, and digital campaigns for hospitals, payers, and medtech — overlapping with White Rhino's content-driven B2B/healthcare storytelling work.
• Centretek: Healthcare web and digital experience agency focused on provider, payer, and life-sciences sites — directly comparable on the website design, personalization, and EHR-integration capabilities White Rhino markets.
• OHO Interactive: Digital agency specializing in higher education and healthcare websites, with overlapping capabilities in CMS-driven personalization, content strategy, and patient/student journey work.
• The Starr Conspiracy: B2B brand-and-marketing agency with a strong focus on enterprise technology and complex-purchase storytelling — comparable to White Rhino's B2B launches for clients like Olympus and AS&E.

Broad incumbents

• Scorpion: Larger digital marketing agency with significant healthcare vertical practice combining marketing services, SaaS, and AI tooling — broader scale than White Rhino but with overlapping healthcare brand and acquisition mandates.
• Razorfish Health: Healthcare-focused arm of a major global agency network serving pharma, payer, and provider brands — a broad incumbent whose enterprise healthcare marketing capabilities overlap White Rhino's hospital and medtech engagements.
• Power Digital Marketing: Tech-enabled digital marketing agency with a healthcare and B2B practice offering performance media, content, and CRO services — overlapping with White Rhino on enterprise client acquisition mandates though broader in vertical.
• GALE: Independently held, analytics-driven agency serving health, beauty, and consumer brands with brand strategy, media, and customer experience — overlapping White Rhino's behavior-change brand work at a larger scale.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/RhinoTalk

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about White Rhino