Agu Care
The doctor friend who’s always got your back
The doctor friend who’s always got your back
Context
Context
The Chilean healthcare system was showing concerning symptoms. Forty percent of emergency consultations didn't actually qualify as emergencies, while 97% of doctors were using WhatsApp to attend to patients. In this fragmented scenario, I-Rys arrived at REAL with an ostensibly clear proposal: to create a telemedicine platform that allowed for remote consultations via text, audio, and photos.
The startup had the technology and a vision for efficiency, but faced an invisible hurdle. In a market where all health apps talked about 'reinventing diagnosis' and 'transforming with technology,' I-Rys needed something deeper than just the digitization of medical consultations. The real challenge wasn't technical: it was about regaining the lost trust in a system that had turned healthcare into a cold, impersonal transaction.
The Chilean healthcare system was showing concerning symptoms. Forty percent of emergency consultations didn't actually qualify as emergencies, while 97% of doctors were using WhatsApp to attend to patients. In this fragmented scenario, I-Rys arrived at REAL with an ostensibly clear proposal: to create a telemedicine platform that allowed for remote consultations via text, audio, and photos.
The startup had the technology and a vision for efficiency, but faced an invisible hurdle. In a market where all health apps talked about 'reinventing diagnosis' and 'transforming with technology,' I-Rys needed something deeper than just the digitization of medical consultations. The real challenge wasn't technical: it was about regaining the lost trust in a system that had turned healthcare into a cold, impersonal transaction.
The Chilean healthcare system was showing concerning symptoms. Forty percent of emergency consultations didn't actually qualify as emergencies, while 97% of doctors were using WhatsApp to attend to patients. In this fragmented scenario, I-Rys arrived at REAL with an ostensibly clear proposal: to create a telemedicine platform that allowed for remote consultations via text, audio, and photos.
The startup had the technology and a vision for efficiency, but faced an invisible hurdle. In a market where all health apps talked about 'reinventing diagnosis' and 'transforming with technology,' I-Rys needed something deeper than just the digitization of medical consultations. The real challenge wasn't technical: it was about regaining the lost trust in a system that had turned healthcare into a cold, impersonal transaction.
During the disruption mapping sessions, we uncovered a profoundly altruistic work culture, characterized by a collaborative spirit and a deep commitment to the well-being of others.
This collective personality revealed something fundamental: the issue wasn't a lack of access to medical services, but rather the loss of intimacy and humanity in the doctor-patient relationship. People no longer wanted to be treated as numbers in a line, or as "another pawn" in the system. They needed to reclaim that human connection that once existed with the family doctor who walked with you throughout your life.
The pivotal moment came when the team expressed their true goal. "We don't sell healthcare services. We invite intimate and personal relationships, founded on kindness and expertise." It was a revolutionary statement in an industry obsessed with technological efficiency.
During the disruption mapping sessions, we uncovered a profoundly altruistic work culture, characterized by a collaborative spirit and a deep commitment to the well-being of others.
This collective personality revealed something fundamental: the issue wasn't a lack of access to medical services, but rather the loss of intimacy and humanity in the doctor-patient relationship. People no longer wanted to be treated as numbers in a line, or as "another pawn" in the system. They needed to reclaim that human connection that once existed with the family doctor who walked with you throughout your life.
The pivotal moment came when the team expressed their true goal. "We don't sell healthcare services. We invite intimate and personal relationships, founded on kindness and expertise." It was a revolutionary statement in an industry obsessed with technological efficiency.
During the disruption mapping sessions, we uncovered a profoundly altruistic work culture, characterized by a collaborative spirit and a deep commitment to the well-being of others.
This collective personality revealed something fundamental: the issue wasn't a lack of access to medical services, but rather the loss of intimacy and humanity in the doctor-patient relationship. People no longer wanted to be treated as numbers in a line, or as "another pawn" in the system. They needed to reclaim that human connection that once existed with the family doctor who walked with you throughout your life.
The pivotal moment came when the team expressed their true goal. "We don't sell healthcare services. We invite intimate and personal relationships, founded on kindness and expertise." It was a revolutionary statement in an industry obsessed with technological efficiency.
Quick Overview
Quick Overview
Disrupt
From this discovery, a new brand promise was born: to democratize health in an efficient and human way. But the most radical transformation was the name change. I-Rys became Agu.care, inspired by Agustín, the most popular name in Chile for five consecutive years. A familiar, close name that could universally be shortened to "Agu".
The brand's personality was defined as "the doctor friend we all need nearby, hopefully in our group of friends." This wasn't just a communication strategy; it was the authentic reflection of the team’s culture discovered during the Irrumpe sessions.
From this discovery, a new brand promise was born: to democratize health in an efficient and human way. But the most radical transformation was the name change. I-Rys became Agu.care, inspired by Agustín, the most popular name in Chile for five consecutive years. A familiar, close name that could universally be shortened to "Agu".
The brand's personality was defined as "the doctor friend we all need nearby, hopefully in our group of friends." This wasn't just a communication strategy; it was the authentic reflection of the team’s culture discovered during the Irrumpe sessions.
From this discovery, a new brand promise was born: to democratize health in an efficient and human way. But the most radical transformation was the name change. I-Rys became Agu.care, inspired by Agustín, the most popular name in Chile for five consecutive years. A familiar, close name that could universally be shortened to "Agu".
The brand's personality was defined as "the doctor friend we all need nearby, hopefully in our group of friends." This wasn't just a communication strategy; it was the authentic reflection of the team’s culture discovered during the Irrumpe sessions.
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Revamp
Brand Naming
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Branding Design
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