Ontario Telemedicine Network
OTN brings virtual care innovation to the healthcare system so that the people of Ontario can get the care they need when and where they need it most: at home, in their community or in hospital. For more than a decade, OTN has increased access to health care and education across the province with one of the world’s most extensive telemedicine networks. Working with its many partners and leveraging its unique knowledge of health care and digital technology, OTN addresses challenges by introducing and spreading new ways of delivering care that benefit patients, care providers and the healthcare system. An independent, not-for-profit organization, OTN is funded by the Government of Ontario.
Industry
— Healthcare
— Associations
Branding to
— Articulate value
— Expand an offering
— Increase sales effectiveness
— Conquer new markets
Services
— Brand & value proposition strategy
— Corporate communications
— Website design & development
The Situation
Ontario Telemedicine Network is an agency of the Ministry of Health and Long Term Care and provides remote access to healthcare across the province. Saving 38 million kms of patient travel distance as well as connecting patients with specialists that could not be seen otherwise, OTN is the undiscovered jewel in the Ontario healthcare system. But despite their 20-year history of success, OTN’s brand was tired and didn’t clearly express the scope or the future value. This was holding the organization back from gaining widespread adoption amongst Ontario physicians and the patients they serve resulting in growing wait times within the healthcare system.
Human catalyst
Doctors prioritize giving care first and dealing with process second. OTN was seen as a process.
Our Solution
By positioning the brand as an “enabler” of healthcare rather than a healthcare process Yield Branding’s recommendation could help doctors connect with more patients in the same amount of time expanding their capacity to deliver care while increasing their ability to earn fees.
This brand strategy informed the development of a new master brand identity and architecture encapsulated by the tagline – Healthcare working smarter. As screens are the main delivery mechanism for the offering we wanted the brand identity and creative platform to communicate and reflect this in our visual language.
Additionally, we restructured the brand architecture around “enabling pillars” crossing different need segments of clinical events, professional meetings and education. Then underneath each we positioned product offerings that covered specific medical specialties such as dermatology, mental health, etc. all built off the parent brand identity.
The Yield
Adoption of the service still continues to grow with both physicians and the public, saving millions of dollars for the healthcare system and the public at large. Additionally, the brand reputation garnered global interest through significant consulting contracts giving way to a new Global OTN brand.