Project Overview
Company founder Alison Hardacre says when HealthKit commissioned Wink Brand Design to develop the Healthkit brand and bring to life their goals they were a long way from achieving that ambition. They had developed a platform for doctors and patients in Australia called Specialist Link (www.specialistlink.com.au) and had proven that a platform of practice management software for doctors and health practitioners of all types and services provided directly to patients works. But to move to a global model they had to completely change absolutely everything about their whole service and business: their name and URL would have to change, their whole technology and software base would have to be re-written to enable it to be used in any health system, their customer service would have to be accessible globally and their branding had to reflect this new direction.
Project Commissioner
Project Creator
Team
Creative Director: Rita Kanji
Copywriter: Alison Hardacre
Digital Designer: Rita Kanji
Account Team: Rita Kanji
Programmer: Adam Dickinson
Project Brief
Healthkit is for two very different audiences .
The practitioner side needed to appeal to the needs of GPs, medical specialists and allied health practitioners, all of which run their practices very differently & treat patients with unique processes & care.
The patient side needed to present a mass-market appeal to the different health segments without directly favouring one group.
Branding would have to show that they are:
• World class & as big as Facebook yet with an altruistic mission of doing it for the right reasons
• Trustworthy, reputable and secure to substitute the personal touch a sales call or visit could provide but would be impossible on a global scale
• Secure & stable for a conservative audience while differentiating – instead of merely digitising their practice it would give doctors back hours in their week & more time to care for patients.
• Have a strong brand presence to drive online search engine visibility & encourage people to sign up immediately, particularly because HealthKit uses a freemium model.
• Global but have the ability to customise to the needs of the different health systems around the world.
Project Need
The site offers a unique online experience using a number of advanced technical and creative features:
- The fully integrated front and back end had to be warm and engaging and with an intuitive user experience to back the sophisticated capability of the site.
- Personalisation through geo-targetting, SEO and cookies allowed us to segment our worldwide directories specific to its user and offer customisable payment systems to respond to different health systems.
- Building a strong brand presence for a global audience, appealing not only to patients and practitioners, but to the health industry, to potential investors and media.
- Creating a dual site to differentiate the two audiences but have visual properties that link back to Healthkit the whole brand.
- User experience design for the back-end application giving patients and practitioners the ability to personalise and manage their profiles at a very detailed level
- To support the launch of the new site brochures and tradeshow stands were created to communicate the brand promise and sell its world changing potential to investors and industry events.
Design Challenge
The biggest (3 years) challenge for the founders (and us) was communicating that HealthKit is a two-sided service – for patients/people and practitioners. We had to do so on a global level while clearly showing that it is customised to the needs of different user groups no matter which country or health system they are in. There had to be a distinct dual site while having easily recognisable visual language to link back to Healthkit as one global brand.
We created strong visual cues by using typography, diamond mosaic shapes and colour coding patient and practitioner content. Imagery of real people in real places is used to engage our diverse audience. Compelling stats and warm language were developed to tell HealthKit’s story.
Everything we developed needed to be culturally broad. Although HealthKit starts out in English speaking markets, it is planning on launching into non-English speaking markets in Asia and Europe in the second half of 2013.
Due to the importance that users place on altruistic motives behind services like HealthKit, we incorporated a prominent section describing its story and direction to appeal to doctors, patients, media and even potential investors.
Sustainability
HealthKit is now recognised as a global health platform, having successfully moved to a global model with the branding and reputation to support it achieving its goals of becoming the 'Facebook of health'.
For doctors, HealthKit is the first and only all-in-one practice and patient management software suite that can be used by doctors and practitioners of any profession, in any practice, in any country in the world. HealthKit now has doctors using it all across the world, with a current focus on English-speaking markets. It has a very high sales conversion rate (12%), and despite its freemium model, 60% go on to pay for the service.
With the help of its users and clinical advisory board.
HealthKit is now building clinical tools for patients to track their health designed to cover every health parameter and condition. These will be shareable between patients and doctors and can improve health outcomes by 20%.
Branding is central to their globalisation because their traditional way of getting sales - through telesales and sales visits - was not scalable globally, and was very expensive.
Digital Experience - Website
This award celebrates innovation and creativity in design of a unique user experience in the combination of text, audio, still images, animation, video, and interactivity content for websites. Consideration given to clarity of communication and the matching information style to audience.
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