Branding Attune Care
J&J [Mumbai]

  • Client NextServices, Johnson & Johnson, Mumbai / Industry Healthcare / Category Branding, Web + Mobile
Brief

ATTUNE Knee System is a state-of-the-art knee replacement technology from DePuy Synthes Joint Reconstruction, a global leader in hip, knee and shoulder replacement and part of DePuy Synthes Companies of Johnson & Johnson. ATTUNE Knee System recently released a mobile application, ATTUNE Care, that offered prospective patients information on pre to post surgery care. For this launch, ATTUNE was looking at creating a unique, integrated patient experience centered around Confidence and Care, as part of a patient’s knee replacement journey, pre to post surgery.

Approach

For the main identity, we highlighted a symbolic ‘C’ for the unique experience of Care, Comfort and Confidence surrounding the use of the ATTUNE knee implant. The identity scheme and branding approach that followed shared day-to-day life stories of knee replacement patients, establishing an integrated experience of ‘Attune Care’ and ‘Attune Confidence’ (as a patient badge) through all brand-customer touch-points. We were involved in creating the identity and its extensions for use in the Attune Care mobile application and printed collateral covering in-clinic posters, the product brochure, patient card, the web launch and launch e-mailers informing stakeholders.

Results

Attune Care proved to be a trusted companion by offering a 360 degree support system (information, insights and daily tips) that patients need and hospitals may or may not have the time for. The campaign reached out to over 4000 patients and built a new sense of confidence in them, 400 patients registered on the Attune Care application in less than 3 months and ATTUNE expanded their customer base by 150% doubling sales that year.

Client Speak

“We just launched the Attune Care app to rave reviews and I wanted to take this opportunity to thank everyone…for helping us make this happen. The brand identity and related branding was high quality and just bang on. Thanks”.

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