The brand partnered with New York-based graphic design firm Chermayeff & Geismar & Haviv (CGH) to create a new global and distinctive identity, Your home for health
Archit Ambekar | Mumbai | April 7, 2017
Healthcare as a category is seen with a lot of anxiety by the consumer. It is something that is of utmost care to one and hence is looked at that way. But Practo is here to give the consumer a different offering. Practo, a healthcare platform, wants the user to look at it with a sense of humour, not anxiety. It recently underwent a brand refresh and unveiled a new identity, Your home for health.
Practo partnered with New York based graphic design firm Chermayeff & Geismar & Haviv (CGH) to come up with this new identity. CGH designed some of the worldâs most iconic and enduring brands, including National Geographic, NBC, Oculus, Mobil Oil, Chase Bank, Armani Exchange, Sony Entertainment, Showtime Networks, and more.
The brief to CGH for the new brand identity was to create a global brand that symbolises the platform role Practo plays in healthcare. The identity must encompass the complexity of Practoâs offerings but at the same time, depict it with exceptional simplicity.
In a freewheeling conversation with BestMediaInfo.com, Varun Dubey, VP, Marketing and Monetisation, Practo, takes us through the nine-year old journey of the healthcare services platform.
This is the first time that Practo has undertaken a proper brand project. Nine years back, the brand started with a vision, wanting people to live a healthier and longer life. âWhen we thought about that, we were like how is that going to happen? Thatâs going to happen only when people make better healthcare choices and for that there needs to be better healthcare services. We believed that can happen when technology enables both sides â consumers and providers. When we started this, we realised that for healthcare to be solved as a problem, it was very important for the providers to be digital â doctors to be online, to be using software products and essentially start using more and more technology. Thatâs when we introduced Practo Ray â our software for doctors and clinics which makes the clinic management a better experience. That was our first phase,â narrates Dubey.
Sometime in 2013, the company moved to its second phase and launched their first consumer offering â Practo Search. It enabled the consumer to find the right doctor, his experience and it could also take their feedback. This is when it started expanding on both sides. âThe positioning âYour home for healthâ embodies the powerful concept of having a single, trusted and familiar place where consumers can find doctors and book online appointments, chat online with doctors, order medicines and lab tests, store health records and even read health articles written by doctors. For healthcare providers, Practo is the platform that helps them connect with consumers, provide a better patient experience as well as provide tools that help them manage and grow their practice,â Dubey explains.
Now, Practo is ready for its third phase. Practo is now focused on opening the platform to more healthcare stakeholders, including insurers, pharmaceutical companies, medical devices companies and others so they can build new services on top of Practoâs platform and deliver a superior healthcare experience for both consumers and providers.
Explaining the philosophy behind the logo, Dubey said, âIf you see the new logo, it consists of two dots at either end with Practo in the centre. It denotes that Practo can connect any two stakeholders in the healthcare ecosystem -- they could be a hospital and a patient, an insurer and a patient, an insurer or a provider and more. Each can now easily connect with the other through Practo.â
The positioning, âYour home for healthâ, signifies that Practo is the single destination for consumers to take care of all their health needs as well as those of their loved ones.
In addition to the master brand, Practo also has four product sub-brands for its products sold to healthcare providers. These are Ray, Qikwell, Insta and Querent.
Shashank ND, Founder and CEO, Practo, said, âWe are excited to reveal our new global brand identity that better reflects our role in the ecosystem. Practo is the platform that connects any two stakeholders in healthcare, be it patients, providers, insurers, medical devices and more. Our positioning, âYour home for healthâ, reflects what we stand for; the trusted and familiar place where consumers can find solutions for their healthcare challenges. For healthcare providers, we are the single destination that connects them to patients as well as provides them the tools to digitise, manage and grow their practice. As we open our platform to other stakeholders in healthcare, we are excited to see the amazing experiences they will build to dramatically improve healthcare around the world.â
âThe new identity had to take care of the current and future growth for Practo, it had to stay true to its vision to help people live longer, healthier. It was a challenge for us, as Practo is a unique company and has created a space of its own and the identity had to reflect that. We set out to re-articulate the identity as âYour home for healthâ which encompasses everything Practo stands for â âyour trusted and welcoming home for healthâ where users and health care providers come together,â said Sagi Haviv, Partner and Designer, CGH.
Mackey Saturday, Principal Designer, CGH, said, âThe new visual identity is bold, distinctive and memorable and embodies the spirit of âYour home for healthâ. It showcases two circles which represents Practo establishing connection between two entities whether its customer and the healthcare provider or any two health care stakeholders.â
In the last year, Practoâs various offerings have made significant progress to create a strong platform:
Agency: CGH, New York
Partner and Designer, CGH: Sagi Haviv
Principal Designer, CGH: Mackey Saturday