UGen is the only wearable device that eases at-home physical therapy for both healthcare providers and patients with real-time, corrective, auditory feedback.Though a late entry into a fast-growing market, the emerging brand came to us primed to disrupt the physical therapy market. UGen's ability to precisely track human movement helped them quickly establish a partnership with a leading healthcare provider. What they still needed was branding, positioning, and a go-to market strategy to stand out from the crowd.
UGen has always had superior innovation and technology, but in a world becoming more saturated with fitness and physical therapy wearables, the challenge was getting healthcare providers and patients to take notice. UGen needed to breakthrough the confusion created by a fragmented market--and clearly showwhy their brand can deliver better patient outcomes
- Stephen Killar, Creative Director at WiredViews.
UGen came to WiredViews with a wealth of knowledge about the physical therapy market and its key players. Our approach was to not only confirm their insights but dive deeper to understand existing opportunities and how to build relationships with their ideal clients. We crafted personas and user journeys to ensure our messaging was spot on.
We helped UGen develop a unique brand persona through a series of exercises that defined their brand consistently across all channels and connects with their audiences. The brand needed to speak to healthcare professionals, administrators, and practitioners, as well as the patients they serve. The UGen brand translates to the common ground between
them all.
The creative concepts and ad-like objects are grounded in the tagline “Every Move Counts." It is a line that represents the brand and also a product attribute. The work focuses on the small and large steps taken in physical therapy that can transform a patient's life. The creative targets both the consumer and health systems in unique ways, speaking to both audiences.
UGen needed a fresh website in a very short time-frame, to help establish its product as the first of its kind. Through an accelerated "MVP" approach, we delivered on that experience with a beautiful and responsive online experience that speaks to directly to healthcare providers, individual patients, and future investors.
(Future project concept)
We'’ll create a hub where UGen users can compete against, or with each other, in a positive way. We’ll gamify the entire user experience. Earn points by performing correct movements, exercising for a certain number of days in a row, exercising in different locations, etc. The list is practically endless. We’ll shout out high performers and the community will support and cheer each other on.
(Future project concept)
The most powerful way to understand how UGen works is to try it for yourself. We’ll create mobile “labs” that can travel to where our audiences are (health systems, sporting events) for real-time demos. Mobile lab techs not only help with the demos; they can also speak to the benefits and successes of the product. And of course, we’ll capture plenty of content from the demos to share on our social channels.
(Future project concept)
Social media influencers have become a trusted source of information. We’ll partner with reputable influencers in the worlds of health, fitness, and science. From PTs with large followings to famous athletes who are training or rehabbing, we’ll educate them about UGen and how to use the product, which includes demonstrations for their followers.
We carried the UGen brand identity over to the sales materials and a deck used for investment opportunities. The breakthrough messaging focuses on patients' recovery as well as technical aspects of the product itself.
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