Practo unveils new brand identity

For the revamp, Practo collaborated with New York-based graphic design firm Chermayeff & Geismar & Haviv (CGH).

Healthcare platform Practo has unveiled its new brand identity and positioning - Your Home for Health. Practo's platform is expanding and the new brand identity better represents the larger purpose and range of businesses that Practo now has around the world.

The positioning 'Your Home for Health' embodies the 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.

In the last year, Practo's various offerings have made significant progress to create a strong platform. This includes 116 percent growth in the number of patients visiting Practo, 81 percent more appointments booked, 157 percent growth in reviews on the platform, 7 milllion records shared on Practo Drive since its launch in Mar-16, 150 percent growth in online consultations on Practo, 60 percent more enterprise customers including marquee customers such as Max Hospitals, Manipal Hospitals and more, 114 percent growth in patients internationally, 129 percent growth in international appointments and Medicine delivery which will cover the top seven cities in India by May 2017.

Practo is now focused on opening up the platform to more healthcare stakeholders including insurers, pharmaceutical companies, medical device companies and others so that they can build new services on top of Practo's platform and deliver a superior healthcare experience for both consumers and providers.

For the revamp, Practo collaborated with New York-based graphic design firm Chermayeff & Geismar & Haviv (CGH) that has designed for 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 had to encompass the complexity of Practo's offerings but at the same time, depict it with exceptional simplicity.

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. Healthcare providers use and benefit from Practo because it provides a definitive platform for them to build their presence, grow their practice or business and engage their patients in a way that was never possible before.

The new distinctive logo symbolises the platform role Practo plays. Consisting 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 and a provider and more. Each can now easily connect with the other through Practo.

In addition to the master brand, Practo also has 4 product sub brands for its products sold to healthcare providers. These are Ray™, Qikwell™, Insta™ & Querent™.

Commenting on the development, Shashank ND, founder and CEO, Practo says, "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 to 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."

"The new identity had to take care of the current and future growth for Practo. It also had to stay true to its vision to help people live longer and healthier. It was a challenge for us as Practo is a unique company thst 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," says Sagi Haviv, partner and designer, CGH

"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 a connection between two entities whether its customer and the healthcare provider or any two health care stakeholders." adds Mackey Saturday, principal designer, CGH.