Instead of further competing against industry giants we took an alternate path to success. By leveraging the company’s leading expertise in the health industry with our understanding of SMS technology we helped reshape EasyMed Mobile as a first-of-its-kind product: the mobile health reminder service. The shift in position not only solved the problem of heavy competition, it piggybacked on an entirely separate industry – cellular phones – to vastly expand the product’s market potential.

Creating the EasyMed Mobile brand was a task of balance. Because the product is available internationally it needed to communicate effectively across continents. We also had to consider how to simplify a seemingly complex, new product in the consumer’s mind and reinforce the core function – an SMS reminder service. The result was the tagline: Remember your health.

The website became an important touch point for the launch of EasyMed Mobile. Like the brand itself the website had the challenge of communicating to many audiences at once. By presenting a series of scenarios tied to major features of the product, the site was able to speak directly to all of its users (and their various conditions) while clearly introducing the product benefits. Another aspect of the site was quick engagement – highly important in maximizing the conversion of first time visitors into trial users (who would later sign up for the subscription-based product).