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Practo unveils new identity, wants users to look at it with a sense of humour

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

Practo Click on the Image to watch the TVC.

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 world’s 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 Practo’s 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.

Varun Dubey Varun Dubey

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. “When we thought about that, we were like how is that going to happen? That’s 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 – 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 – doctors to be online, to be using software products and essentially start using more and more technology. That’s when we introduced Practo Ray – our software for doctors and clinics which makes the clinic management a better experience. That was our first phase,” narrates Dubey.

Sometime in 2013, the company moved to its second phase and launched their first consumer offering – 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. “The positioning ‘Your home for health’ 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,” 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 Practo’s platform and deliver a superior healthcare experience for both consumers and providers.

Explaining the philosophy behind the logo, Dubey said, “If 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.”

The positioning, ‘Your home for health’, 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 Shashank ND

Shashank ND, Founder and CEO, Practo, said, “We 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, ‘Your home for health’, 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.”

Sagi Haviv Sagi Haviv

“The 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 ‘Your home for health’ which encompasses everything Practo stands for – ‘your trusted and welcoming home for health’ where users and health care providers come together,” said Sagi Haviv, Partner and Designer, CGH.

Mackey Saturday Mackey Saturday

Mackey Saturday, Principal Designer, CGH, said, “The new visual identity is bold, distinctive and memorable and embodies the spirit of ‘Your home for health’. 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.”

In the last year, Practo’s various offerings have made significant progress to create a strong platform:

  • 116 per cent growth in patients visiting Practo
  • 81 per cent more appointments booked
  • 157 per cent growth in reviews on the platform
  • Seven million records shared on Practo Drive since its launch in March 2016
  • 150 per cent growth in online consultations on Practo
  • 60 per cent more enterprise customers including marquee customers such as Max Hospitals, Manipal Hospitals and more
  • 114 per cent growth in patients internationally
  • 129 per cent growth in international appointments
  • Medicine delivery will cover top seven cities in India by May 2017

The TVC:

[youtube]https://www.youtube.com/watch?v=ZpMgDpOAWwQ[/youtube]

Practo-Brand-Architecture

Credits:

Client: Practo

Agency: CGH, New York

Partner and Designer, CGH: Sagi Haviv

Principal Designer, CGH: Mackey Saturday

Info@BestMediaInfo.com

Tags: Practo
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