Stoke

Background
The folks at Imitix had an idea. They wanted to build a new and revolutionary marketplace for healthcare services. A place where patients and providers, could take control of their money, and participate in a transparent, safe, accessible and truly efficient healthcare marketplace.

Challenge
Imitix hired the Stoke, Turnstyle and Wintr team (Massive United) to develop the brand position, name, tagline, brand identity, and web experience for the new company. To do so, Stoke needed to first identify the primary brand drivers for both key audiences: healthcare customers & healthcare providers:

Customers:
Control: For people who seek low-risk procedures, the new company provided the platform that enables customers take control over where/how their money is spent.
Knowledge: Pulls the curtain back on healthcare, allowing customers to make an informed decision.
Transparency: Drives price transparency to support informed choices.
Assurance: Only qualified (certified) providers are allowed to offer services, ensuring a high level of quality.
Decision Support: Allows users to make an informed decision, and then access the services they want – from a quality provider, at the price and location they desire.

Providers:
Control: The company offered providers control over workflow and preferred price – allowing providers to fill schedules/price according to patient demand.
Assurance: Pre-paid services guarantee payment for doctors – despite no-shows.
Awareness: Increases awareness for providers.

Outcome
The brand position focuses on one of guidance – helping patients and providers navigate the healthcare marketplace. By exposing the true costs of healthcare, CarePilot provides patients the ability to make an informed decision when selecting, and scheduling low-risk procedures, and provides providers control over workflow and price – according to patient demand.

To convey guidance in the user experience, the name CarePilot, and all subsequent design, uses a pilot as a metaphor for guidance while charting your course of care.