marketing

Key Brand Power: Standing Out in the Healthcare and Wellness Industry

With advancements in technology and heightened health awareness, preventive medicine and AI-driven healthcare applications are reshaping the landscape of health management, attracting an ever-growing pool of competitors. In this competitive arena, a successful brand strategy is the key to standing out, enhancing corporate image while fostering user trust and loyalty.

Trust is the cornerstone of the healthcare sector. According to Edelman’s 2023 Trust Barometer, 74% of respondents expressed greater trust in transparent and credible health brands. Similarly, a global survey by Ipsos revealed that 72% of consumers are more inclined to choose health-tech products with clear brand positioning, particularly those that balance professionalism with human-centered care.

These insights underscore the critical role of brand image in the health-tech industry. Brands that effectively communicate their values and build trust will gain a competitive edge, capturing the loyalty of users and becoming leaders in the field.

thinkers showcase six healthcare branding case studies across three categories. Discover how these brands leverage differentiated positioning and strategic initiatives to embody professionalism through technological prowess and precision medical solutions while reflecting warmth and humanity in service design and emotional connection.

Brand Grouping

Chain & Group: Enhancing Trust Through Clear and Professional Identity

Mayo Clinic – Transforming Health Care

Located in the U.S., Mayo Clinic is a globally renowned healthcare institution built on the core principle of “The needs of the patient come first.” It upholds three fundamental values: exceptional clinical care, world-leading medical research, and innovative educational resources. This philosophy is visually extended into its logo, which features three shields symbolizing its diverse and comprehensive medical capabilities, safeguarding patients’ health.

The minimalist logo design is applied consistently across its subsidiaries, with sub-brands differentiated only by a name added below the main logo to maintain a professional identity. This cohesive branding extends to digital applications, where the logo’s style is reflected in icons, ensuring a unified visual identity.

Reference: https://www.mayoclinic.org/

STARNIC Aesthetics Group – We Make Sense

STARNIC Aesthetics is one of Taiwan’s top three aesthetic medicine chains, comprising several sub-brands, including STARNIC Academy, STAR+ Clinic, STARNIC Beauty, and STARNIC Skincare. In recent years, it has expanded to incorporate ophthalmology and dentistry, offering a holistic service chain centered around beauty.

The brand concept revolves around “Star,” developing its core values into the “4S”: Smart, Sensory, Sharing, and Stylish. The visual identity integrates these values into a design where four interconnected “S” shapes form a fluid, circular frame representing professional certification and lifestyle integration. This creates a sense of elegance and luminosity, akin to a shining star.

Custom logos were also developed for clinics and beauty centers, ensuring that the group and its subsidiaries share a consistent visual language while maintaining distinct identities for clear differentiation.

Rebranding Case Study: https://reurl.cc/d1eK9k

Medical Products

Medical Products: Bright and Fresh Design for Visual Appeal

Oura Ring – Make Health a Daily Practice

Wearable devices are no longer a novelty; brands now focus on meticulously designed visuals and product aesthetics to captivate users. Oura Ring, a health-focused smart ring from the Netherlands, stands out in this competitive space by combining advanced health tracking with sleek and minimalist design.

The ring’s stylish appearance resembles a high-quality piece of silver jewelry, allowing it to blend seamlessly into daily life as an accessory without drawing attention to its technological function. This design approach has successfully attracted users who value both health and aesthetics, making it a discreet yet integral part of their lifestyle.

Reference: https://ouraring.com/

SUNMAX Biotech – Revive Your Inner Beauty

How can a B2B product enhance its visual appeal? SUNMAX Biotech, a leader in collagen technology with 22 years of expertise, provides an excellent example. Positioned as a “Pioneer in Collagen Aesthetics,” the brand operates across diverse fields, including aesthetic medicine, dentistry, orthopedics, and biomedical materials.

The overall visual concept revolves around the theme of “reflection,” which physically mirrors the symmetry inherent in the Chinese character “双” (double) while symbolizing human interactions and behavioral mirroring. This concept reflects SUNMAX’s culture of fostering positive, reciprocal relationships that create a virtuous cycle.

For its injectable product line, color choices are tailored to meet market demand while maintaining brand consistency. This strategic approach enhances appeal across both B2B and B2C audiences, demonstrating the brand’s versatility and boosting its overall likeability.

Rebranding Case Study: https://reurl.cc/Y4dMOo

AI Ecosystem

AI Ecosystem: Flawless Design That Keeps Users Hooked

Apple Health – See More of Yourself in Health

Apple’s design prowess needs no introduction, and its increasing emphasis on health functionality in recent years has positioned Apple Health as a cornerstone of the Apple ecosystem. The success of Apple Health lies in its seamless integration of brand design, visual appeal, and health management.

The app’s interface reflects Apple’s signature minimalist aesthetic, with soft color palettes, detailed imagery, and intuitive data visualization. These elements make health data not only easy to understand but also visually engaging. By focusing on consistent design and a user-friendly experience, Apple Health transcends its functional role to become a stylish, trustworthy health management tool favored by users worldwide.

Reference: https://www.apple.com/health/

H2U Health – Light on Your Way

Founded in 2013 as a corporate health care provider, H2U has since expanded its services globally, partnering with clients such as Microsoft, Amazon, Gucci, and Chanel. In recent years, H2U has constructed a comprehensive health ecosystem through strategic acquisitions of system providers and media platforms.

The rebranded H2U encapsulates its mission with three core values: Healthy Life (enhancing well-being), Holistic Insight (data-driven solutions), and Universal Service (integrated offerings). Its new logo is inspired by a lighthouse, with light beams symbolizing 360-degree services and precise health guidance. The design incorporates the golden ratio to emphasize “accuracy and professionalism,” while arrow and megaphone motifs highlight resource integration and health promotion.

This multi-faceted design approach enriches the brand’s identity, aligning visual elements with technological capabilities to create a flawless, all-encompassing brand image.

Rebranding Case Study: https://reurl.cc/kMlNNL

Conclusion

Still Craving More Inspiration? Over the past few years, think has proudly assisted numerous outstanding clients in achieving remarkable transformations and establishing new brands across the biomedical, aesthetic medicine, regenerative medicine, and broader health industries. These brands have made a splash with fresh visuals at premier events like the “Taiwan Healthcare+ Expo” and the “Preventive Medicine Industry Forum.”

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thinkers’ ooo Vol. 21-25 collection

thinker launched a new project named “thinkers' ooo” since 2020. It is a column to share thinkers’ points of view to their favorite brands, some of which are not even well-known to the public. We love the products of course, but it is the brands that we are attracted to and inspired from. “ooo” means our perspectives, imagination and self statement. Written by the designers and planners themselves, the articles include why we love the brands, how we use the products and what we learn from the stories behind the brands. Here are the first five articles we’ve published. Enjoy!