Executive Summary
The influence of artificial intelligence (AI) is dynamically increasing in the healthcare industry. AI experts believe that it is a revolutionary technology, and its impact in the medical sector is “life-changing” (Mills, 2020, para. 4). Its great potential drives a transformative change in the modern-day and future medical care system by advancing patients’ experience and health outcomes. The amplified focus on AI is linked to its comprehensive abilities to resolve complex issues (Reddy, 2018). The intense healthcare climate of 2020 will go down as one of the most challenging periods of this generation. One year later, we anticipate a turning point in the medical system to establish meaningful connections with patients and provide them with safe and responsible care during a crisis. We have developed a new personalized health record-keeping app called iMed for iOS platforms to help both physicians and patients manage their health records and address all the vital health concerns.
The Rationale Behind Launching the New Sub-Brand
Artificial intelligence has been paving the way towards a digital shift in healthcare. In Apple, we control the modern technology market and strive to maintain our leading position long-term (Rawlinson, 2017). As a trendsetter in mobile technologies, we decided to take a step forward and examine the digital healthcare niche to develop innovative solutions and address the ever-increasing patients’ demands and simplify physicians’ responsibilities. iMed is the ultimate result of the year-long academic and medical studies, augmented by technological development. With solid brand loyalty and our three main strategic pillars:
- We cultivate an empathic approach towards consumers and understand their needs during the time of the pandemic.
- We focus on our iMed users. We eliminated all unimportant opportunities to develop the most beneficial and useful technology to make a significant contribution to the medical field.
- We present a new product in a creative, professional way to impute the anticipated qualities.
The Brand Identity of the New Sub-Brand
The external brand identity
iMed follows the simple and elegant style of the Apple brand. It has a black-colored logo and tagline in Helvetica font and a moderate blue accent of the medical symbol of a heart with a heartbeat line.
The iMed logo includes Apple’s signature logo, which highlights the famous saying: “An apple a day keeps the doctor away.” This saying keeps us closer to consumers since everyone has heard this saying since they were little kids.
The internal brand identity
Culture
We believe that health is the most crucial value that one can have. Therefore, it is of the utmost importance to regularly check the health status indicators to ensure positive health outcomes. With a restless culture of the brand, we never stop evolving because AI technologies never do.
Ethos
iMed helps both the clinicians and patients to stay organized with the medical records, appointments, vaccinations, screen services, and preventives. It significantly helps to reduce the time spent at the doctor since all of the information is already in this app.
Purpose
Focus on people first. Every user’s health is a vital concern that shapes the health of the overall society and future generations. With such a forward-thinking approach, we build a healthy future society.
iMed positions itself as an innovative AI-powered tool and personal health assistant for the users.
Brand Culture
We understand that it is essential to grasp the full potential of AI to deliver easy, accessible, and safe medical assistance. We advocate for the collaborative work of clinicians and AI researchers to pair healthcare challenges with innovative technical solutions. A mindful and coherent engagement in such close partnerships has helped to create iMed through meaningful algorithms. Our novel healthcare record-keeping app creates a new tech-savvy community and culture of safety.
Brand
By updating the daily data of one’s health, it is easier to manage a patient’s health between the visits and give any suggestions according to the daily improvements. There is no need to wait in long queues and put oneself at risk during the pandemic.
The Value Proposition of the New Sub-Brand
iMed is a health record-keeping app powered by AI technology. Based on the health-related personal data of iMed users, the app can suggest them going to the doctor for a check-up or can detect the potential health hazards that might develop in the future. iMed is also the time- and money-saving solution that optimizes the operational performance of the physicians.
iMed users can share, organize, and manage their health-related data at their own discretion.
Customers want to feel safe and have easy access to medical treatment and valuable information, including doctor’s advice. Mills (2019) emphasized the fundamental role of mobile health apps in remote areas that require increased access to healthcare. We ensure a private, secure application through which an individual can access, manage, and share his or her health information with the doctor. That is what makes our brand attractive to consumers.
Customer’s Journey
Among other benefits iMed provides:
- streamlining the process for healthcare professionals;
- recording and sharing data in real-time;
- ease of e-prescriptions;
- eliminating the risk of an incorrect diagnosis or therapy;
- helping to transform healthcare industry and business model.
The Launch and Management of the New Sub-Brand
The launching strategy for iMed will be targeted at the most popular online platforms to engage the most of its audience. The advertisements will be promoted with the hashtag #iMedKeepsYouSafe.
Launch and management tactics:
- Market research;
- Defining the success: setting the measurable objectives around the launch;
- Developing cross-platform and browser versions of the iMed app;
- Social media accounts to generate the public’s interest;
- Creating health-related content;
- Recording the demo; how to use iMed correctly;
- Launch a website;
- Networking with other medical app developers;
- Introducing iMed to tech, mobile, and industry journalists and influencers;
- Monitoring customer feedback and encourage reviews;
- Establishing potential integrations;
- Retaining customers’ excitement with our future goals.
The pandemic promoted telehealth solutions; however, it does not guarantee that people will continue this digital behavior when the crisis is over (Uzzaman, 2021). Therefore, we must deliver the highest quality of care and professional advice to keep our customers engaged. In the future, we aim to evolve the iMed application and develop more disease-specific sub-apps that are explicitly designed for a particular disease.
Reference List
Collier, R. (2017) ‘Electronic health records contributing to physician burnout’, Canadian Medical Association Journal, 189(45), pp. E1405–E1406.
Davenport, T. and Kalakota, R. (2019) ‘The potential for artificial intelligence in healthcare’, Future Healthcare Journal, 6(2), pp. 94–98.
Davenport, T. H., Hongsermeier, T. M. and Mc Cord, K. A. (2018) Using AI to improve electronic health records. Web.
Ghassemi, M. et al. (2019) ‘Practical guidance on artificial intelligence for health-care data’, The Lancet Digital Health, 1(4), pp. e157–e159.
He, J. et al. (2019) ‘The practical implementation of artificial intelligence technologies in medicine’, Nature Medicine, 25(1), pp. 30–36.
Mills, T. (2019) How health care apps can improve patient health and support physicians. Web.
Mills, T. (2020) How AI is revolutionizing health care. Web.
Rawlinson, N. (2017) History of Apple: The story of Steve Jobs and the company he founded. Web.
Reddy, S. (2018) ‘Use of artificial intelligence in healthcare delivery’. in Heston, T. F. (ed.) eHealth: Making health care smarter. London: BoD – Books on Demand.
Toews, R. (2020) These are the startups applying AI to transform healthcare. Web.
Uzzaman, A. (2020) How data and AI will continue to change healthcare in 2021. Web.