Understanding that Canadians are both proud to live in a country with publicly funded healthcare while also expressing frustration about how it is accessed, Gene determined that a virtual care brand from TELUS Health needed to express aspects of trust, education and empathetic connection in the digital space.
+ Marketing & Business Strategy
+ Integrated Communications & Content
+ Consumer Insight
+ Design and Branding
We set out to establish TELUS Health’s new virtual care platform as the most trusted virtual care provider for Canadians. Understanding that Canadians are both proud to live in a country with publicly funded healthcare while also expressing frustration about how it is accessed, Gene determined that a virtual care brand from TELUS Health needed to express aspects of trust, education and empathetic connection in the digital space. The new brand identity needed to connect with Canadians across a vast array of diverse situations and mindsets while also allowing TELUS Health the flexibility to expand the brand through brick-and-mortar clinics, added virtual care functionality in the app and potential corporate health expansions.
Canadian consumers and business audiences already know TELUS as a trusted telecommunications company, but not a Health company. Most people are not aware that TELUS Health is an extension of the TELUS brand and it seeks to support Canadians in accessing healthcare when and how they need it most.
Transitioning brand awareness and brand affinity from one sector to another requires a deep understanding of the landscape of attitudes, across both areas of business. It also requires a foundation for expanded growth that connects with consumers on a personal level.
This personalization in digital health is paramount to ensuring trust and loyalty with patient-consumers. In an overcrowded marketing world great brands strive for simplicity while also communicating a differentiated value proposition. This is what can help them stand apart for the long run.
Gene set out to collaboratively ideate with TELUS Health to identify key platforms of brand relevance upon which to develop potential naming conventions. This iterative and continuously evolving method of brainstorming led to themes that would sit well in the current and future ecosystem of the wider TELUS Health strategy. In understanding the importance of patient-consumers and their perceptions, Gene partnered with our research team to test multiple names against measures of comprehension, resonance and preference using monadic testing. The results from the data, both qualitative and quantitative, allowed Gene to put forth a naming convention – TELUS Health MyCare – along with a logo and brand voice, that fully encapsulated the brand and its niche within the virtual health space, under the umbrella of the TELUS Health masterbrand, ensuring trust and loyalty with patient-consumers.