Reshaping the perception of pharmacy for the integrated services era

Lifecare Health

Industry
Healthcare

Scope
Brand Identity
Business Strategy & Application
Promotion Strategy &
Communication

Making people consciously take charge of their health by simplifying their journey towards better health.

Delivering a better quality of life

Lifecare Health is a subscription-based pharmacy that delivers a better quality of life to patients through smart, effortless and cost-effective management of healthcare needs, medical records and regimens. The brand stays on top of its customers’ wellness goals by monitoring their health on an ongoing basis; helping them stay on track with timely medicines.

A subscription with Lifecare means that the right medication is always there when you need it. Along with related updates for your wellness at regular intervals. So, you never miss the best that life has to offer.

A complete health management pharmacy

We helped shape their brand by rebuilding their identity system including patient life cycle management, content strategy and communication. Our main aim was to reposition Lifecare from a medicine delivery company to a complete health management pharmacy. We elevated the perception of Lifecare Health from just a pharmacy to a partner in one’s wellness journey.

Understanding healthcare management

Creating institutions of prosperity for everyone

Our research led to the first phases of the design process, allowing us to gain knowledge of customer habits and healthcare management by becoming familiar with the structure of the Pharmaceutical industry. An extensive overview of the brand and the company profile was conducted to help define Lifecare’s new values and positioning in the market. The understanding and insights gained were articulated as the new strategy.

Understanding healthcare management

Understanding the user journey

Mapping the customers’ motivations

Creating a successful brand in many ways depends on the ability to understand. Hence, to empathise with people we conduct user interviews, apply analytics and collect specific data. We mapped a customer journey that provided insights into creating an enriched experience. By curating a smart system for maintaining medical records and regimens, as well as instilling virtuous health habits, we strengthened our relationship with the members: a critical key to providing more valuable services over time.

Understanding the user journey
Lifecare Health
Communication Insight

Communication Insight
Guiding the thoughts of
users & studying the B2B
model to make the brand
human-centric

Developing key brand attributes

Defining the brand characteristics for an enhanced customer experience

The tone of voice was specifically curated after studying the B2B model and what the key requirements of the consumers falling in the category would expect and appreciate. It was aimed at guiding the thoughts of the users by understanding their flow of mind, thereby ensuring the communication remains human. The spectrum of our tone of voice:

Compassionate
"They are reliable, honest
and transparent" "They are reliable, honest and transparent"

Reliable
"They provide an elevated &
complete experience" "They provide an elevated & complete experience"

Responsible
"They tell impactful stories by being
inclusive and community driven" "They tell impactful stories by being inclusive and community driven"

Accessible
"They understand my needs and are
intentional with their actions" "They understand my needs and are intentional with their actions"

Developing key brand attributes
Care

Care is
a continuous cycle of
action for wellbeing

Crafting an aspirational brand identity

Enabling patients to subscribe to better health, effortlessly

We elevated the perception of Lifecare Health from just a pharmacy to a partner in one’s wellness journey. We redefined the word ‘care’ from a noun to a verb. The logo design highlighted the letter ‘C’ in ‘care’ as a symbol of constant action in form of a curved arrow.

"A subscription with Lifecare means that the right medication is always there when one needs it. So you never miss the best that life has to offer.”

Crafting an aspirational brand identity

The chosen colours reflect the Lifecare philosophy, and the health management industry while supplementing the graphics.

Crafting an aspirational brand identity Crafting an aspirational brand identity
Lifecare Health
Consumers

Consumers are
willing to share their
data to create a more
personalised
experience

Membership Card
Brand Engagement
Personalised Reminders
Personalised Delivery System
Brand Merchandise

Transforming customers’ perception of the brand

Translating better care into better life

At its core, Lifecare Health stood for simplifying life and empowering customers with a better, richer quality of life. We understood how a chronic condition can affect the general quality of life of a patient. Small doses of positivity can go a long way in recovery, by making patients feel loved and cared for. And so we crafted a series of small, constant reminders infused with a personal touch in every thought, word and action. This transformed the customers’ perception of a 'purchase transaction' into a personal relationship with the brand.

Transforming customers’ perception of the brand
Transforming customers’ perception of the brand
Transforming customers’ perception of the brand
Transforming customers’ perception of the brand
Transforming customers’ perception of the brand

Enhancing the customer experience

Delivering your regular dose of ease

We translated the brand essence and voice into personalised medicine kits designed to delight patients. Every kit had much more than medicines; equipped with a personal care booklet and personalised health tips. The experience at every touchpoint inspired patients to live a healthier lifestyle, in line with the brand's purpose and vision.

Transforming customers’ perception of the brand
Transforming customers’ perception of the brand
Transforming customers’ perception of the brand

Brand Social Engagement

Brand Social Engagement
Brand Social Engagement
Brand Social Engagement
Lifecare Health

Brand Guide

Brand Guide
Brand Guide
Brand Guide
Case studies

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