Branding in healthcare is hard. Did I mentioned that already? In one of my older blog posts, I touched on the importance of branding in healthcare and building trust with users. As we started to develop a brand strategy for WellRooted, we build trust with our users by infusing it in the user experience and core of the service. At WellRooted we promise our customers that all the meals we provide are put through a rigorous set of nutritional standards and approved by MedStar CDE's. We found that people trust their doctors, and they will trust their recommendations.
During our research we also heard that people living with type 2 diabetes do not want to be singled out from their families with a separate meal at dinner and they don’t want to force their families to eat "diabetic foods". So we wanted to be careful in our branding not to label WellRooted as just another service that is only for people living with diabetes. So we avoided the use of the word diabetes all together on our website, materials and messaging.
Ultimately, avoiding the use of the word diabetes actually hurt us as a service and the credibility/trust we were trying to build with users. Without the mention of our mission to improve the lives of people living with diabetes front and center, there wasn’t much, in the user's eyes, that separated us from the Blue Apron's and Hello Fresh's of the world. Through testing our brand message we also learned that highlighting that WellRooted as a service for people living with type 2 diabetes and their families was way more effective than ignoring the elephant in the room. We learned that our users wanted to know WellRooted was built with and for them and their situation. So we did.