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Solutions by Myra Pérez, PhD and Associates, Inc.


“You can design and create, and build the most wonderful place in the world. But it takes people to make the dream a reality. ” - Walt Disney

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CONTENTS 5

INTRODUCTION

11

COMMUNICATING THE BRAND

21

BRAND ETHOS

31

VISUAL IDENTITY

51

SOCIAL MEDIA

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INTRODUCTION

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What went into this manual?

Secondary Information

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Solutions by Myra PĂŠrez, PhD and Associates, Inc.

Quantitative study

Qualitative study


This manual is the result of a strategic process that began with a broad perception study among our most important audiences. We analyzed the findings and distilled our insight to discover Inmediata’s unique brand, positioning, and message. Communications inspired by this plan will amplify awareness and understanding, as they will all be woven from a common thread.

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HOW TO USE this manual?

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The following pages provide all aspects of Inmediata’s brand and corporate identity. The importance and significance of this plan is to provide a day-to-day guidance of its application, which is described through a series of chapters in this manual. Use it as a tool to determine what to do and not to do as you present Inmediata’s material, internally or externally. No logos or brand identities that carry the name of Inmediata or its solutions may be created without adhering to the system outlined in this guide.

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Communicating the brand

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WHO WE ARE? Inmediata is services you trust for health. With over 15 years of experience leading the local market, Inmediata Health Group has been at the forefront in the development of innovative and secure health information systems to deliver high-quality care to patients. Inmediata provides proven solutions to optimize and bring greater visibility into administrative and clinical operations. Our company has become the most trusted resource for providers, billers, hospitals and healthcare organizations in Puerto Rico because we believe in what they do – and we are with them in every step of the way!

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WHAT WE DO? Along with experts and partners in the health care industry, we develop easy-touse tools to ensure that our thousands of customers throughout the island can manage their operations successfully, have access to reliable information, and work with the technology they need to guarantee the well-being and satisfaction of their patients. Â Our main products, Secure Claim and Secure Track, have transformed clinical organizations through their multiple features that increase operational productivity with our expert coding system.

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MISSION “To maximize value for our stakeholders.”

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VISION “Create enabling technology and processes to improve population health, enhance the patient experience, and lower the cost of care.”

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WHAT IS POSITIONING?

Positioning is how we need to be thought of in the minds of our most important audiences in order to be successful. Positioning should be a differentiated, motivational and sustainable thought. It is not just our definition or how we express it (taglines, messages, etc.), but it should serve as the conceptual core for all that we say and do. It’s about what we want people to feel when they use Inmediata’s solutions.

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DEFINE

POSITION

COMMUNICATE

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POSITIONING STATEMENT For providers and healthcare organizations, Inmediata is the most trusted leader of innovative solutions to achieve a healthier population. Inmediata is committed to provide services of the highest quality, and create products that are simple, secure and integrated to guarantee the well-being of patients and customers alike. Value, knowledge and satisfaction – it’s all Inmediata!

TAG LINE Services you trust for health.

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CORE VALUES We act with honesty and integrity. We do what we are going to say we do. We create a great place to work. We continuously improve. We use teamwork and collaboration. We create exceptional value for our customer

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BRAND ETHOS

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WHAT IS A BRAND? A brand is a collection of tangible and intangible attributes that resonate whenever the brand is experienced. The benefits of a brand can be emotional, (i.e. how it makes one feel) and rational. It lives in the mind of your target audiences. A brand essence is the inspiration, vision, and reason for being. Brand values are what the brand stands for and what it believes in. The brand image is comprised of communication, price, and people. For a brand to be successful, it must be defined, nurtured and championed. The brand essence and values provide a benchmarking code by which activities that promote the brand can be measured.

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Who is the Inmediata brand for? Primary Target Market:

• Doctors / Staff

Secondary Target Market:

• Billers

• Education Institutions

Third Target Market:

• Hospitals

• Payers

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BRAND ARCHITECTURE SAAS BRAND

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FUTURE PRODUCTS

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Security The data and your practice is secure using our products.

COMPLIANCE Our solutions facilitate the compliance with local and federal regulations.

SIMPLICITY Our solutions are simple and they simplify the practice operational management and the compliance of metrics.

PROMPTNESS Our solutions streamline the practice and the collection of claims, so more time is spend on the patients.

KNOWLEDGEABLE We have experience and we have the expert on codification in Puerto Rico.

INTEGRATION INTEGRATED HEALTHCARE SOLUTIONS.

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Brand Character

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Brand Promise

“Healthier patients, better practice it’s what we do.”

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VOICE Voice is a powerful tool when bringing our brand to life. The way our audience “hears” our brand can cause them to gravitate towards or against it. Inmediata is formal yet simple, trusted, smart and responsible.

VOICE PERSONA

INMEDIATA IS… Trustworthy Easy going Well-informed Helpful Stress- reliever Solutions by Myra Pérez, PhD and Associates, Inc. 29


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Visual identity

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VISUAL IDENTITY The creative idea behind Inmediata’s new logo was formulated by using the research findings of Solutions by Myra Pérez team, graphic trends in the industry and -- last but not least -- Inmediata’s essence. One of the fundamental components of this creation was the research methodology used, which required the interviewees to select and make a collage with images. The most frequently selected image was the one that featured several hands holding together. This image represents integration, unity, and support. It can also be translated into a sensation of stress-relief and security. The goal was to create an appealing graphic identity to communicate Inmediata to the world. An identity system and an identity guideline manual allow for the consistent use of the brand through all consumer touch-points, enabling a brand to be easily recognized while raising awareness in the marketplace.

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Logo

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LOGO USAGE AND SPACING

DO’s

DON’t

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LOGO ELEMENTS

BRAND MARK

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LOGOTYPE

TAGLINE


THE SYMBOL This symbol was created using the insights of the research conducted, as well as the trends in logo design, without losing the essence of what Inmediata is. One of the images that was frequently chosen by the interviewees was four hands holding each other while conforming a square. That square can be seen in the middle of the logo.

Squares in a logo suggest stability and balance, and straight lines and precise logo shapes also convey strength, professionalism, and efficiency.

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The symbol is a cross that represents the healthcare industry, and the links used to portray the cross are a representation of secureness, integration and the bond with our consumers. It is a marriage of the old and the new, the gray and the yellow, and the four points that were found in Inmediata’s old logo.

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The symbol can be used alone in certain cases, but it cannot be altered in any way nor add text. Other design elements may not be added to the symbol.


BRAND COLORS The research findings and the trend analysis in the industry of design and healthcare influenced the colors used for the new Inmediata. Each color has a meaning and sentiment that interviewees associated with Inmediata. The green is related to growth, financial lucrativeness, prestige, safety, sustainability, and care. Blue reflects trustworthiness, security, honesty, dependability, and is habitually associated with technology and health. Orange is equivalent to affordability, an attribute that was considered important by providers during the first research conducted by Solutions in 2017.

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BRAND COLORS The yellow and gray are vital to the conservation of Inmediata’s essence. Nevertheless, the sentiments associated with this two colors are accessibility, forward-thinking, maturity, balance, logic and confidence. The usage of lots of colors is a growing trend in the technology industry. Brands like Microsoft, Google and Slack are known for using this trend. Multicolored logos represent the many attributes of computing and technology, and are associated with integration and multidiscipline. In Inmediata’s case, each one of the colors embodies a solution. The technique used in blending the colors - in the logo - provides a spectrum for the creation of new products.

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BRAND COLORS CMYK (0, 31, 98, 0) PANTONE 1235

RGB (253, 183, 26) HEX #FFB819

CMYK (58, 2, 100, 0) PANTONE 368

RGB (121, 188, 77) HEX #77BC1F

CMYK (0, 71, 100, 0) PANTONE 1585

RGB (243, 110, 33) HEX #FF6C0C

CMYK (55, 16, 15, 0) PANTONE 7458

RGB (114, 177, 200) HEX #72B1C8

CMYK (68, 59, 53, 33) PANTONE 7540

RGB (77, 79, 84) HEX #4B4F54

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TYPOGRAPHY

The letter A in the typography of the logo is a truncated character. Its usage not only responds to a trend in design at the moment, it also commands the attention of the consumer. Consumers fill the rest of the “A” in their minds. Nevertheless, the real meaning behind the broken letter is to create emphasis in DATA a word inside INMEDIATA that is related to technology.

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BRAND FONTS Avenir

Avenir Regular Avenir Bold ROYAL CRESCENT

ROYAL CRESCENT LIGHT ROYAL CRESCENT REGULAR ROYAL CRESCENT BOLD The fonts selected, reinforce people’s ability to read content rather than distracting them from it. They are both clean and clear font.

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STATIONERY Letterhead

Business Cards

Envelope

127 HUDSON ST. NEW YORK, NY 10010

636 Avenida San Patricio Tercer Piso, San Juan PR 00920

INFO@YOURWEBSITE.COM WWW.YOURWEBSITE.COM

MARK RIEGER CEO

636 Avenida San Patricio Tercer Piso, San Juan PR 00920 (787) 774-0606 Ext. 401 (787) 000-0000 (787) 866-597-0277

Dear Friend, Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua.

wcabrera@inmediata.com www.inmediata.com

Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat. Duis aute irure dolor in reprehenderit in voluptate velit esse cillum dolore eu fugiat nulla pariatur. Excepteur sint occaecat cupidatat non proident, sunt in culpa qui officia deserunt mollit anim id est laborum. Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat. Duis aute irure dolor in reprehenderit in voluptate velit esse cillum dolore eu fugiat nulla pariatur. Excepteur sint occaecat cupidatat non proident, sunt in culpa qui officia deserunt mollit anim id est laborum. Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat. Excepteur sint occaecat cupidatat non proident, sunt in culpa qui officia deserunt mollit anim id est laborum. Lorem ipsum

636 Avenida San Patricio Tercer Piso, San Juan PR 00920

dolor sit amet, consectetur adipisicing elit, sed do eiusmod oris nisi ut aliquip ex ea commodo consequat. Duis aute irure dolor in reprehenderit in voluptate velit esse cillum dolore eu fugiat nulla pariat oris nisi ut aliquip ex ea commodo consequat. Duis aute irure dolor in reprehenderit in voluptate velit tempor incididunt ut labore et dolore magna aliqua. Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat. Duis aute irure dolor in reprehenderit in voluptate velit esse cillum dolore eu fugiat nulla pariatur.

Best regards,

John Doe

Email Signature

Sticker MARK RIEGER CEO

636 Avenida San Patricio, Tercer Piso San Juan PR 00920 (787) 774-0606 Ext. 401 (787) 866-597-0277

(787) 000-0000

wcabrera@inmediata.com www.inmediata.com

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Your health secured by

This sticker will initiate interest, and may generate curiosity among patients. This strategy is similar to the one used by Intel with the sticker “Intel Inside” that was part of their campaign to create awareness of their processors. In our case the goal is to promote in patients a sense of security and that their health is secured by Inmediata. The idea behind this is that patients will seek doctors that use Inmediata products and in consequence patients may become our main promoters and influencers.


UNIFORMES

UNIFORMS

MEN

WOMEN

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Imagery / photos Hands should always appear in photos, if possible. Caring images between patient and doctors/ staff and doctors should be included. Don’t show heavily Photoshopped images. Don’t stretch or alter the original image aspect ratio.

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Don’t use overly staged shots, no one looking directly at the camera. Choose clean, crisp, high-quality images that are free of complicated and highcontrast backgrounds. Don’t use images or photos just for decorative purposes. Imagery should support the message, not compete with it. Use photographs that show diversity (young, old, different genders/gender identities, different ethnic backgrounds).

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Imagery / photos Bad Examples

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Imagery / photos Good Examples

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SOCIAL MEDIA

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Social Media

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ACCOUNTS

Facebook: INMEDIATA Health Integrated Solutions

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Youtube: INMEDIATA.tv

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PROFILES To ensure solid branding on social media, it’s important to have all profile pictures, banner images and profile descriptions/ messaging consistent across active platforms.

BRANDING CHECKLIST Profile Picture : Inmediata’s Logo (Symbol Only) Banner Image: Image (check imagery style guide) Profile Description

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SOCIAL MEDIA STYLE GUIDE This chapter outlines the best practices for writing social media content, which can be different than writing for other channels. Use it to maintain a consistent and effective presence across all social media accounts

Voice Inmediata is trustworthy, easy going, well-informed, helpful and stress reliever persona. Inmediata will provide information, collaboration, and problemsolving solutions to innovate and address the most significant challenges of clinical practices and the healthcare industry. All social media content will be relevant information that the audience can use immediately to improve or help through something.

OWNERSHIP We do not specify who is posting, or who is commenting. On social media, Inmediata is one.

TRANSPARENCY While we are consistent with our personality, representation, and tone, we must always be honest and transparent in what we are posting.

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General Style Account Referencing & Style

Links Shorten web links using bit.ly.

Try to reference another social media account in the middle of posting versus at the end. All Inmediata should follow the overall Brand Guide for color palettes and approved logo usage.

Punctuation Use a colon and a space before a link. An exclamation point or question mark can also introduce a link. Only use a single exclamation point, do not use more than one in a row. Never use all-caps, unless it’s part of an acronym.

DATES AND TIMES Use lowercase am and pm, without periods. Use “to” between times (12 pm to 3 pm). Write out full days of the week and months.

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FACEBOOK Facebook will be our main social media channel, therefore, it’s an all-encompassing platform to draw attention to all aspects of our organization and other social media platforms. Use line breaks. Include any relevant mentions by typing @ Name, as long as the account is active and the names of the mentioned accounts aren’t so long as to be cumbersome. Delete the text URL from your post if displaying the link preview. For a post where you don’t want the preview to show, use a shortened link (bit.ly) in the message itself. However, use the link preview if you are attaching some sort of other media (picture/video) to your post.

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FACEBOOK Content themes: 2-3 per week Biweekly: Motivational quotes related to your buyer persona, and pains of the industry. 1 monthly: Animated infographic video, trending topic in the industry. 1 weekly: Share from a related topic, publication relevant to the industry and our audience. 1 every two month: Educational post, animated infographic video of a particular topic and trends (ie. Value Based, Population Health, etc.)

TYPE OF POSTS Video

Funny

Blog post

Infographics

Photo images

Questions

Podcast

Tips

UGC

Call to action

Inspirational quote

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FACEBOOK SIZING (in pixels)

1080 x 1080

820 x 462

Profile image: 10801080 Cover image: 820 x 462 In-stream photo: 1200 x 900

1200 x 900

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YOUTUBE YouTube will be the learning resource for our audience, with educational videos such as: walkthroughs, how-to guides, tutorials, and, especially, animated infographics. Nevertheless, it will also feature videos that will help shape Inmediata’s personality with behind-the-scenes videos, fun employee videos and event videos. Video content – as long is it possible - should be kept simple, short, and engaging to share across all Inmediata’s networks. Videos will be organized in theme playlists. The landing video will always be the Inmediata’s brand introductory video. All videos will be branded with the appropriate Inmediata’s logo. For video title, think in terms of SEO and include search-friendly keywords.

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YOUTUBE SIZING (in pixels)

Channel Cover Photo 1200 x 900

Cover Image: 1200 x 900 Video Uploads: 1280 x 760

Video Uploads 1280 x 760

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LINKEDIN LinkedIn is a social networking website specifically aimed at professionals. Therefore, Inmediata’s LinkedIn tone will be more formal that the other used networks. Remember to always use titles that improve the brand’s search engine ranking (SEO). Posts in this platform can be longer, like short blogs or longer commentaries. Links also perform well here. Keep the content on LinkedIn directly related to the industry or work life in some way. Events and job opportunities can also be posted in this platform.

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LINKEDIN SIZING (in pixels)

1536 x 768

Profile Image: 400x400 Cover Image: 1536 x 768 Shared Image: 550 x 375 Link Image: 520 x 272

550 x 375

520 x 272

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July 11, 2018

INMEDIATA Brand Book - Solutions by Myra Pérez - 2018  
INMEDIATA Brand Book - Solutions by Myra Pérez - 2018  
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