The client, a doctor, came to us with an idea borne from experience and purpose – a service bringing joined-up healthcare innovation into the homes of elderly people, with the aim of enhancing and prolonging their lives, improving the coordination of their care, and saving the NHS money. The client needed to understand the idea’s true potential before approaching investors, and they needed to bring it to life as a brand.
This project took us from research through to brand experience.
At the start of the project, we undertook extensive secondary research to understand and map the market, identify potential competitors, and uncover and suggest mitigations for obstacles.
We carried out qualitative patient and advocate research and revealed a significant and unmet need for a paid-for service that allows people to live at home and access the health and professional care they need.
We quantified the brand potential, we identified the optimum brand positioning and proposition and we tested pricing models.
We created the brand, including brand name, logo and proposition, and tested it with the target markets (elderly people and their advocates – typically their adult children). This testing is an integral part of our brand creation process, ensuring that any concepts presented to the client are robust and viable.
We took the project from being an idea in a doctor’s head to a fully developed business proposition, including branding. We tested and confirmed its potential, discovered new avenues for it and developed a strong evidence base for a proposal to investors.
The brand, ready to launch, is a joined-up service for elderly people in their own homes. It constitutes an online health informatics platform, which can be accessed by clients or their designated advocates. Using digital technology, it coordinates the primary care professional services for an individual and keeps their care packages in one, up to date, easy to manage portal to deliver patient-centred care.
A transformative brand, it has the power to enrich and prolong the lives of elderly people, give peace of mind to their nearest and dearest, improve the effectiveness and efficiency of the system of care for elderly people and save significant public funds.
The Bits We Loved
A solid base of research to underpin the brand’s development
Close consultation on sensitive topics around health, independence and end of life with people in their 80s – a demographic rarely consulted by marketers
A solid proposition for brand creating consumer transformation – a service that allows elderly people to continue to live safely in the homes they have built and love
A proposal and data bank to invite capital investment from private equity rebrand
Guidance on the user considerations for the technical build of the platform