Dear experts! Please use joint efforts to come up with a slogan for K2M, which could be used referring to the target audience of the project (first of all, to potential customers and investors). In addition, the slogan should be:
- reflecting the project paradigm as accurately as possible,
- well-sounded in English,
- the most aphoristic.
Thank you in advance for this important work.
At the same time, we propose to ponder, what philosophy can stand behind the proposed slogan, how to convey the slogan and the philosophy to the target audience and what interpretations advantageous for the platform the slogan can have.
At one of Henry Ford's factories, a workers' brigade received money for resting. It was a service team, which was responsible for the smooth running of the conveyor. Simply put - repairmen. They were paid only when they were sitting in the rest room. As soon as the red lamp of the breakage of the assembly line was lit, the counter stopped charging them money.First, they always made repairs quickly, so that they could return to the rest room more quickly. Secondly, they did the repairs always qualitatively, so that they did not have to leave the room in the near future because of the same malfunction.
Conclusion, inspired by the story:
The philosophy of K2M business can be cost in a conceptually new format of medicine.
Customers pay the platform only for the period when they are healthy.
Or insurance companies pay for customers only while they are healthy.
The main reason for abuse by doctors is that the disease is the source of money. If the source of money is health, then medicine will strive to ensure that a person is healthy.
Of course, there must be special warnings (covenants), in violation of which the responsibility of the physician is removed. For example, the covenant is a refusal to smoke. Or the maximum dose of alcohol (a glass of wine or 0.05 ppm). Or the limit level of consumption of sugar / salt, etc.
Human health can be rated by rating.
What do you think?)
The idea is tempting. But there is one simple question: how will the doctors who are registered on the platform
The platform is in fact only an intermediary between the doctor and the client.
The doctor is assigned to the patient (or to the family - by analogy with family doctors), he pays a percentage of the patient's payments.
Physicians - specialists are paid for regular consultations, evaluation of the results of analyzes and recommendations for correction.
on the platform comes a new user (Mr Smith). He is "connected" to the service at the "Excellent quality of life" tariff. He pays, say, 50-1500 dollars for the "entrance", here includes a full diagnosis of the state of health - referrals to tests and examinations. The depth and quality of the survey depends on the cost of entry. In the near future - including decoding of the genome.
So, Mr. Smith is undergoing a survey and it turns out that he has several chronic diseases (say, arthritis and nephritis). In the family history - heart and vascular disease and a psychiatric diagnosis on the line of my grandmother's father.
And so he is healthy.
He is assigned a rating, for example, BB +. Covenants are an exception to the diet of smoked, limiting salted and sweet. The ban on drinking "hard" water and certain sports (for example, running). Plus standard covenants for failure / restriction of smoking / alcohol.
These covenants are a guarantee of the patient's health.
Rating - the indicator of the effectiveness of medical support.
In theory, the system should be stable. Patients are adherents of the prevention system, people who care about their future.
And there are no analogues)
Something like that is in insurance. Cons - there is no comprehensive approach, "spotting" (low quality of 70% of regional doctors and the desire to impose a fee for unnecessary services of private doctors), it is impossible to buy insurance independently (not through the employer), excessive procedural difficulties in using insurance, etc.
In medicine, there is nothing like that yet.
Fixing a doctor to the family - and how it differs from the usual family doctor in the city or village of the patientIf the doctor does not fix, then the patient has the opportunity to choose for himself the best doctor on Earth (in his specific situation, of course)It's cooler, in my opinionAnd the assigned doctor will not be available in 24/7 mode.
The story with Mr. Smith is good. But you do not need to have a fixed doctor for this.
The fortified doctor is good because he knows the history of the patient and his family.
He knows the anamnesis, the disease of relatives. And there is no need to retell the same thing every time, spending time consulting (= patient money).
He can better navigate in an emergency situation (for example, whom to call for shortness of breath - cardiobrigada or just an ambulance for coughing).
Any, the coolest doctor takes time to get to know and understand.
A fixed doctor already in the course. He just makes decisions. Promptly.
I agree with this, but where is telemedicine here? You described the key advantage of a "traditional" family doctor. He is not available in 24/7 mode, but he knows you and your family from birth.
Telemedicine gives access to all doctors on Earth (registered on the platform, of course) in 24/7 mode, but does not bear the advantages that the good old family doctor has. This is such a round-the-clock global "hypermarket of doctors." This is a plus, but there are also disadvantages. There are no advantages in any decision, as it seems to me. Than it is necessary to sacrifice.
Hmm, you can rotate the "fixed" patients so that they get both the benefits of the hypermarket, and the benefits of family medicine.
In any case, the principle of "pay for health" seems more progressive and interesting than the now commonly used "pay, until you're sick".
For example, a "healthy liver" is a set of recommendations for patients who want to keep their liver healthy.
And also - the premium product "Youth". Advanced discoveries in the field of youth medicine. Excellent section) And very potentially profitable))
With rotation, the principle of "your doctor" is lost. Perhaps it is more correct to recognize that the telemedicine platform can not always replace conventional clinics and (in this case) ordinary family doctors
After all, the platform itself is not a clinic, it's a place where clients meet with doctors (as well as veterinarians, psychologists, cosmetologists, etc.). And the possibility of such unlimited meetings at any time of the day and night is a huge plus. But this plus pulls for itself and minuses.
Those doctors who will register on the platform, will not be able to be online around the clock. Therefore, if the client needs round-the-clock help, he will deal with different doctors.
As for any complex products - it's very coolBut every time you have to say how they will be implemented on the platform to understand whether it is feasible.
The second variant of the brand philosophy is the improvement of people's quality of life. If the prolongation of life is not an end in itself, then the improvement of the quality of life is just like everyone else's.
What is included in this concept (that is, what do people want)?
Life without pain and physical discomfort.
Freedom of movement. Freedom in decision-making and no restrictions in the choice.
The opportunity to live the most ordinary life for people with disabilities.
Improved quality of people's lives as the basis of the K2M brand philosophy is a pretentious application.
Yes, the quality of life is very important. Personally, I agree. And the quality of customer's ezhizn - it's also peace of mind from the fact that everything is good for children, pets and other expensive creatures.
Yes. Once with the help of this argument I was convinced of the operation) Improving the quality of life is an excellent motivator for admission of doctors "to the body" and for interaction with doctors in principle.
I am confident that demonstrating the high quality of life of the patients of the K2M platform will be an important motivating factor for the clients and users of the platform.
Here the important question is why the improvement of the quality of life is connected with K2M
Here we can say that the quality of life depends on what the person surrounds (and that part of K2M that will be responsible for monitoring the environment will work), from the absence of unrest for one's relatives (including animals - pets), how much Medical decisions (consiliums, slow medicine, the second opinion) and on how much medical advice will be "at hand" anywhere in the world will be made qualitatively.
That is, everything that we talked about for the past 8 months fits well here. But this does not mean that thinking about philosophy should be stopped
Well, in parallel to think about the slogan ...
The option with New Life Quality (or with New Quality of Life, or with Quality of New Life) remains.
If the proposed concept of the slogan fits into the philosophy of the project, you can try to generate variations on the quality of life.
In philosophy it fits (but do not forget that we as experts, we can influence philosophy).
And slogans should be brief and soundful - this is in addition to philosophy.
I agree with this)
The question for generating further ideas - is the proposed option not succinct or not sufficiently sonorous?
But it is better to always choose from many options ... There is no sense in hurrying, we should think about it, sort out various options, after a couple of months we will make a decision.
But to this version, I have a question: what is the meaning of the word newWhy this word should somehow hook peopleAfter all, the new does not mean "the best."
new means progressive, improved)
Yes, the more options, the more interesting it is to choose.
It's not just the number of options, but the types of options. So far, all types of slogans have been rational, that is, they were associated with a logical explanation of what the platform carries (health, longevity, quality of life, etc.).
But, maybe, think about emotional slogans reflecting what a person feels, if he and his family are all well with health, longevity and quality of life
Life full of colors; tranquility for yourself and your family, the ability to make plans for the future - can be, think about how to reflect something from the short and expressive phrases
Option emotional slogan: "Happy2Live" - It means that healthy people are happy at all - just by living.
// It's not just the number of options, but the types of options.
I also thought about the fact that it's worth playing the word "Happy". Because in the end, this is what man strives for. But I did not get anything worthy.
And if "Life's good" or "easy life"
* healthy people / happy people
* family protaction
* OK family
* Pure life
Life is Good is the slogan of LG(registered and sheltered, of course)
Family protection - this is for the police mores, it seems.
From this group of suggestions I liked the option "Healthy people / happy people" - really well said, Tatiana!
A small addition / refinement - I would advise instead of the sign of a fraction (slash) to use the equal sign = Why? Because / has already become familiar and almost universally used to use slash as a designation of an alternative (or) - which in this case is inadequate.But the sign of equality is very suitable for our topic - here it will be emphasized that healthy people are happy (mainly due to their health) - and by default (we do not directly call it - without compulsion, which Tatiana has succeeded in) - we keep in mind - we mean that this health is achieved and supported in many ways thanks to this project.
Olga, thank you! It was this effect that I wanted to achieve in the perception of the phrase :)
The sign would equally look strange in the slogan, IMHO. Although, in fact, it should have been put.
I have a couple of my own options.
Option one. Colors of life. Life plays with new colors, if your health and quality of life are at an altitude.
Option two - two sub-variants. Real family values or There are real values!
Health and well-being and their own and close people are real values.
I personally like both options)
The first is a bit like Benitton's promotional message, used since the 90s. But in this context, he plays with other colors)
The second is slightly financial, which also has its own meaning. In continuation of reasoning on this logic: "keeping real treasure"?
Value in this case has no financial meaning. It has to do with simple values - such as health, harmony with the surrounding world, the well-being of close people.
I just want to get rid of the slogan describing the essence of the business. He should not describe the essence of business, but correspond to the emotions that business causes. Or values (repeat the word value), which it affects. Well, in my opinion. Therefore, it can be the most unexpected.
And I have one more unexpected version / Care and fair. On the one hand - taking care of your health and well-being and those who are dear to you. On the other hand, the possibility of an honest choice among the many services that solve the problem of maintaining a high quality of life. Well, in rhyme
Where colors are mentioned, too far away, the idea goes somewhere to children's games, drawing, sweets or chewing gum, etc. Not even because Benetton is Benetton - but really in meaning. But the last option - the best, in my opinion! It is unconventional, and honesty emphasizes, and the word care itself very clearly points to care-it's about health-this habitual combination of healthcare - itself comes into the mind, without any deviations. All right, Mikhail! Great! Yes, and in rhyme! This is an obvious winner option! You can also try to rearrange the words in places "Fair and care" - or even shorter - "Fair care" - the rhyme still remains.
// He should not describe the essence of business, but correspond to the emotions that business causes.
And I like the option! It captures the essence of business.
I told this variant to the client and he seemed to like him. But I would not forget that within the framework of this issue we are discussing not only the slogan, but also the philosophy of business. And philosophy can be conveyed in many different ways.
And I think that since the platform is essentially family oriented (it's an Internet image of the family doctor), the family values should be the basis of philosophy: caring for children, caring for parents, caring for all who are dear to the client.
And this should resonate with the word care in a possible slogan.
And, by the way, in the first place, "the old and the small" are those people who find it difficult to often visit a doctor - that's why remote consultations for them are most justified. It is possible that if the platform has advertising messages for the market, they also need to be done with an emphasis on caring for those who are dear to the addressee: take care of children, take care of parents, take care of pets - this may be key messages.
A virtual family doctor is a very modern replacement for traditional family medicine.
First, a virtual doctor can be at any time, in any place. And in travel, and for expats, and for residents of remote areas.
Secondly, remote concern for someone is important in situations where the child leaves "on the ground" - to study, work, and there is a need to take care of the health of elderly parents who continue to live in the village.
But here it is very important to carry out remote diagnostics - including, in the absence of a permanent stable Internet.
But a stable Internet will soon be everywhere. The main thing is that it is affordable. And in this regard, it seems to me very relevant idea of co-operation with mobile operators that would help establish special tariffs when using mobile Internet for access to telemedicine.
But for the elderly there may be another problem - they do not have the knowledge and habits to use the Internet. With this, too, we need to figure out what to do.
// But the stable Internet will soon be everywhere.
I'm ready to argue. In Russia, there are many places where stable Internet is a hard-to-get resource!
And there are many such places in Africa.
And in some countries it is intentionally banned, which reduces the possibility of integration of the inhabitants of such countries.
Focusing exclusively on residents of regions where there is good Internet, we cut off a good half of users.
The problem of older people and habits is very important! It should be simple, understandable and with large buttons. First, doctors in district clinics should be taught how to use. By the way, it would be possible to make the state program. The effect would be large-scale.
Here an important question: cutting off regions where there is no steel Internet - is it true that we cut half the usersAfter all, here is an important question - what is it, the target userMaybe, in itself a very technically advanced personPlus his parents and childrenOr not
As for the elderly, for them the computer can be an obstacle. Maybe think about some kind of telephone service in addition to the Internet
As for the state programs, in the world of 200 countries it is difficult to agree with all governments. Although ... If you find the right pilot country. For example, Laos. I about Laos already somewhere put the link to this article:http://www.forbes.ru/ karera-i-svoy-biznes / 347879- russkie-v-laose-kak-prodat-tehnologiyu-v-stranu-gde -net- deneg
Maybe a small, but interesting country could become a pilot placard.
The question is very important!
And it echoes the question of the development of technologies in the field of the Internet of things. After all, if this technology "takes off", then the probability of "obnarnechivaniya" regions (the spread of the Internet in the regions) will grow significantly. use will become much easier.
Maybe in the future each store will have its own Internet channel.
By the way, Laos seems a very interesting option. Earlier Russia?
Laos and Russia are absolutely equal options. Like India, Argentina or Denmark. To go to the first place, those countries where the project has more chances for a successful start.
And you can explain what kind of connection with the Internet of things
How about: your health is in your hands
Your health is in your hands
The word "health" confuses me. This is too narrow, because the quality of life is wider than health.
I thought the platform is health-oriented!
The quality of life is much broader, but if there is no health, then the quality of life is not. I think this is the main thing
Health, of course, the main thing. But as you yourself noted, telemedicine platforms are becoming more and more every day. The slogan should differentiate our platform from others.
Beautifully and briefly, Natalia! Sounds well, almost rhyme.
Slightly doubt: inyourhands - if health is in your own hands, then there is no need for any platforms, programs, etc. It seems that every person copes with all the problems? .
So, perhaps, some kind of wording is needed. Or the opinions of other respected experts without such a doubt? Although the main opinion, as always, is the opinion of the author of the vision.
from my point of view, we ourselves must take care of our health, and the platform helps us in this!
This, by the way, is a very interesting idea. We said a while ago that the platform can be positioned as a solution that allows you to competently self-medicate.
The first version of the slogan for K2M is (Pro) longing life.
Philosophy, laid down in my own slogan, is that profound meaning that fills all aspects of this project. Long life of patients as a result of the work of the K2M team.
The effectiveness of K2M is measured by the additional life years of patients.
Pro life is the slogan of fighters with abortions. Therefore, it is this formulation, in my opinion, is not suitable.
And I would not limit myself to only the duration of life, but I would also think about its quality.
Pro life - yes. But longing life or long your life - no.
As for the quality - I agree)
can be even shorter - and the meaning is still preserved, -see here is such an option: long health-here it is stressed that not just for a long time to live, but for long it is to maintain health. For the abbreviated name of the platform, the LH abbreviation can be of use. Such a reduction can easily get used to even those who are poorly proficient in English. On this parameter, simple English words - Tatiana's suggestions are also well suited.
Yes, in this Tatiana prva - but still important is not just the additional years of life - but the additional years lived with maintaining a decent health status (according to the available background)
It seems to me that many years of life is very narrow. Here we are discussing two target categories of clients - young mothers and animal lovers. We are sure that for many years their baby or their dogs are something that now worries them first of all
Brief and well-sounded should be any slogan. It is desirable to receive from the customer (owner) the direction for creating a slogan: what message the customer (owner) of the project wants to convey to humanity is the main one from the whole extensive paradigm. The task of experts will then be a talented reformulation of this message - so that the impression is positive both in sounding, and in writing, and that the slogan is effective and concise.
I think that consistency should be the reverse - we - the experts should formulate a paradigm and message and convince the customer that he should follow them. We are in a sense co-authors of the project and should direct the activities of the customer, seeking to implement it and our place - turning into a world-class project and global significance - as it is formulated in the vision. Therefore, the question posed is not only about the slogan, but also about the philosophy of business, which it must reflect.
My options are: Help2Health, Help4Health, Best2Health, Best4Health.
These are very good options, but perhaps they are better suited for a new name than for a sloganI will disclose the secret, the client is working on a new name.
Or maybe in a slogan to play with the word "Family"Something like Family choice /
Reflecting the idea that the services of the platform are services for all members of the family, including even domestic pets
It seems to me that the role of the family medical platform (as well as the role of the family doctor) can be a very important component of the philosophy and concept of the platform.
Let my suggestions come in handy for a new name to thr project - I'm for!
In regard to emphasizing family health as a value - everything is right, all members of the family should be healthy. But to use the word family as the key word right in the name - caution is needed here. Look at the statistics all over the world - so many singles - they can also be interested in services for health promotion, fast or other remote assistance, etc. Perhaps their interest is even stronger - as there are no close relatives who love and care, they can advise something, then it's sensible or finding the right help. Let the loners also be included in the target audience of the project!
Family - means suitable for everyone. For children, for the elderly, for men, for women. and even for pets
There is an analogy with the family doctor.
By the way, what does K2M mean?) I forgot about it somehow during the discussion ...
Once it was deciphered as a second opinion clinic. But it has long been of no importance. Moreover, for an international project you can not have a Russian name.
We remember that the figure 4 in some Asian countries is very, very bad from the point of view of numerology, and the project K2M is international. Certainly ambiguous figures should not be in the title or in the slogan.
// To reading figures in Japan. On-line (Japaneseized) reading of the number "4", [si], Lat. [shi], recalls the hieroglyph 死 ("death"), which has the same reading.
In Japan, in some buildings, there are 4 floors (as there are no floors in some places).
then leave them only options with the number 2 :) - if we risk to forget that in some countries (but not in all!) -digit 2 corresponds to poor schooling ;)
That's for sure :)
Then the letters DF must be deleted))