1. strategic
approach
create.
drive.
integrate.

2. create:
simplicity
&
elegance
Create
fresh
and
simple
iconography
and
language
to
facilitate
awareness
and
recall

3. Foster
transparency—build
trust
Strategic
approach:
create.
Images
are
more
easily
remembered
than
words
due
to
how
the
brain
catalogs
each.
Simplified
language
engages
all
audiences
with
one
clear
message
without
jargon.
Iconography
func=ons
as
a
visual
shorthand,
facilita=ng
ease-­‐of-­‐use.

4. Strategic
approach:
icons
and
language…
*
*
Create
Icons
for
each
UltraCare
Element
UltraCare
Icons
are
prac=cal
in
that
they
easily
translate
between
print,
web
and
mobile
channels.
The
visual
cues
keep
the
values
of
UltraCare
top
of
mind
and
reinforce
the
brand.
Icons
bridge
gaps
in
reading
comprehension
due
to:
English
as
a
second
language,
diverse
literacy
levels,
and
scanning
of
text.
*
The
above
artwork
©
Keen
Produc5on
2013

5. integrate:
make
it
memorable
Integrate
new
messaging
across
all
touch
points
in
a
consistent
manner

6. Integrated
messaging
Strategic
approach:
integrate.
Drives
engagement
by
crea=ng
“through
stories”
that
connect
from
one
channel
to
another,
mo=va=ng
audience
to
follow
story
rather
than
view
isolated
message.
U=lizes
a
variety
of
subtle,
overt
and
embedded
features
such
as
QR
Codes
on
print
pieces
to
access
videos,
re-­‐enforcing
and
deepening
brand
affinity.
Provides
mul=ple
on-­‐
and
off-­‐line
channels
to
access
informa=on,
monitor
results
and
provide
feedback.

7. Strategic
approach:
across
all
touch
points…
*
*
The
above
artwork
©
Keen
Produc5on
2013

8. Strategic
approach:
across
all
touch
points…
*
The
above
artwork
©
Keen
Produc5on
2013
*

9. drive:
build
rela@onships
Drive
engagement
with
innova=on
and
interac=vity,
especially
for
employees
and
caregivers

10. Strategic
approach:
drive.
Reflect
company’s
innova=ve
spirit
and
reputa=on
as
a
technology
leader
in
the
ways
that
both
internal
and
external
audiences
engage
with
the
organiza=on.
Ac@ve
Par@cipa@on
Informa=on
is
more
memorable
when
acquired
through
ac=ve
par=cipa=on
rather
than
passive
experience.
Mobile
tools
enable
rela=onship-­‐building
on
the
global
and
local
levels,
including
access
to
area
clinics
via
built-­‐in
GPS.

11. Strategic
approach:
innova=on
and
interac=vity…
Engage
Pa@ents
via
Mobile
Tools
The
future
is
mobile
and
geTng
closer
every
day:
§ 46%
of
all
U.S.
adults
own
a
Smartphone
§ 45%
of
45-­‐54
year-­‐olds
§ 31%
of
55-­‐64
year-­‐olds
Pew
Research
Center,
2012
§ By
2014,
mobile
internet
is
predicted
to
take
over
desktop
internet
usage.
Microso5
Tag,
2012
§ By
2016,
mobile
search
will
generate
27.8
billion
more
queries
than
desktop
search.
BIA/Kelsey
report,
2012
Suggested
Mobile
App
Content
Make
local
clinic
informa=on
easily
accessible.
Support
pa=ents
with
nutri=on
and
lifestyle
resources
that
aid
in
behavior
compliance.
Give
pa=ents
a
place
to
record
side
effects
and
other
issues
to
share
with
staff.
*
The
above
artwork
©
Keen
Produc5on
2013
*

12. Strategic
approach:
innova=on
and
interac=vity…
Engage
Providers
via
Mobile
Tools
§ 87%
of
physicians
use
a
smart
phone
or
a
tablet
Physicians
under
age
45:
§ 90%
own
a
smart
phone
§ 82%
use
search
engines
daily
§ 77%
of
=me
spent
online
for
clinical
decisions
Physicians
over
age
55:
§ 80%
own
smart
phone
§ 84%
use
search
engines
daily
§ 64%
of
=me
spent
online
for
clinical
decisions
§ 2x
the
=me
online
for
clinical
decisions
than
print
§ 93%
take
ac=on
based
on
online
informa=on
§ 67%
share
informa=on
with
pa=ents
§ 55%
change/make
decision
about
treatment
§ 38%
share
informa=on
with
colleague
Google
Physician
Channel
AdopBon
Study,
2012
*
The
above
artwork
©
Keen
Produc5on
2013
*

13. Strategic
approach:
innova=on
and
interac=vity…
Engage
New
Hires
with
Video-­‐Scribe
Bring
brand
elements
to
life
with
a
cap=va=ng
white-­‐board
anima=on.
Video-­‐Scribe
highlights
key
informa=on
in
a
very
memorable
way.
Employees
become
part
of
the
crea=ve
process,
which
helps
them
own
“the
story”
and
promote
it
to
others.
*
*
The
above
artwork
©
Keen
Produc5on
2013

14. Strategic
approach:
innova=on
and
interac=vity…
Engage
Employees
with
Gamifica@on
The
UlBmate
Challenge
is
a
post-­‐campaign
game
that
reinforces,
recognizes,
and
rewards
staff
for
exemplifying
the
true
meaning
of
the
brand.
Employees
compete
in
individual
and
team
challenges
and
contribute
to
the
game
“community.”
As
a
result,
learning
becomes
‘s=cky’and
more
knowledge
is
retained.
Game
mechanics
provide
employees
with
immediate
feedback,
which
reinforces
right
ac=on
and
increases
behavior
adop=on/adap=on.
§ Over
1/3
of
all
gamers
are
37+
years
old.
§ Women
=
55%
of
online
&
nearly
½
of
all
gamers.
ESA
Essen=al
Facts,
2012
Point
System
Win
Condi=on
Badges
Leader
Board
Social
network
&
Status
Challenge
Rewards