Macro healthcare on a micro scale
To address the Gallatin Valley's increasing need for immediate healthcare of a non-urgent nature, Bozeman Health created a convenient clinic that could provide patients with same-day appointments to treat minor ailments and injuries, complete basic testing, and triage more significant needs to the appropriate levels of higher care. Massive conceptualized a comprehensive brand-management strategy to define the scope of the new clinics' practice and differentiate it from other available healthcare offerings.
Bozeman Health
Strategy / Identity / Environmental Design / Ethos
Bozeman Health conceptualized a new tier of care that redirected non-urgent healthcare needs away from both urgent care facilities and primary care provider offices and toward small, easily accessible clinics that could provide same-day appointments and address immediate non-life-threatening needs. Fulfilling a niche market of their own, the minimally-staffed clinics needed to be small — ideally 300 to 400 square feet — with a clean, simple design that allowed for a number of them throughout the valley without overhead interfering with a cost-saving fee strategy that would incentivize their use.
With a mission to deliver “convenient access to care when and where you need it,” b2 MicroCare required a brand identity that focused on accessibility, simplicity, and affordability. In addition, the concept had to appeal to patients seeking quick, basic care or testing to address easily resolvable health questions and concerns. With the smaller size and simpler range of offerings, b2 MicroCare could ideally provide a scheduled appointment, immediate care including necessary written prescriptions, and a follow-up plan all within an hour and at a reasonable flat rate.
Shakespeare might question the value of naming, but we know otherwise in the realm of business branding. A name is identity; a brand name is artistry. In this case, “b2” is a nod both to riboflavin, or vitamin b2, which plays a significant role in metabolism and cellular function, and the boutique clinics' pill-case size and suite of offerings — the lowercase “b” — in comparison to the comprehensive care available at Bozeman Health's main campus.
Squares and rectangles rule the visual brand identity. Intended to reflect the straightforward nature of the clinic through simplicity of design, the shapes appear in calming blues and grounding greens throughout the environment, marketing materials, swag, and social media.
The campaign's language is approachable and uplifting, flecked with bright humor and compassion to put patients at immediate ease and set the experience apart from traditionally stuffy healthcare alternatives. Gone is the sense of being poked and prodded by a pompous doctor after a backed-up schedule leads to hours in crowded, germ-ridden waiting rooms; b2 Microcare offers quick appointments, check-in via a convenient portal, a cup of tea while you wait, and a smile as you leave less than an hour later.
Modern and minimalist, b2 MicroCare interiors reflect all of the visual branding elements. Massive proposed a tea space — and helped select and package the chosen offerings — as a means of further differentiating the clinic's holistic healthcare model from the aesthetically sterile norm. Simple and clean by design, the clinics feature:
Creating a brand that cares is more than just packaging. The suite of b2 MicroCare promotional materials reflects the light, holistic ethos of a brand that cares. Clever, often humorous notes grace bandage-shaped stickers, business cards, tea containers, and takeaways, offering a lighthearted send-off to patients and a vision for healthcare that, finally, treats the whole.
