As a Strategist for Playbook Studio, I collaborated with the primary shareholders and founders of Firefly Health, a virtual-first alternative to traditional primary care, to determine their brand identity and recreate their marketing content. The former task was completed by (1) conducting interviews with company shareholders, which were explicated for leading information, and (2) holding an interactive workshop with shareholders to discuss our view of their brand character, all the while receiving feedback on our findings.
The information collected from both the shareholder interviews and workshop activities were utilized to complete our latter objective: recreating their marketing content. My primary role in this portion of the project consisted of content creation, copywriting and copy editing. In collaboration with Graceann Bennett, Playbook Studio's founder, I created a variety of proposition testing fodder—descriptions of Firefly, mission statements, reasons to believe—that we then tested in a Survata survey.
Once the survey was conducted and results were both compiled and studied, I edited our previous content, which we then presented to the Firefly Health team.
FIREFLY HEALTH HEADLINE
When creating Firefly's headline, we wanted something that would be representative of the company's ethos, their image/symbol and how they should be perceived by consumers. We needed a statement that was professional, evocative of a firefly (the bright, flashing light in the night), characteristic of their on-demand, app-based platform and aware of their "the individual comes first" mentality.
DESCRIPTIONS/ANALOGIES OF FIREFLY HEALTH
One of Firefly Health's primary concerns was how they would convince consumers that they were a reputable company—i.e. how they would persuade people ingrained into the traditional model of health care to sign up for their service. Considering this, we wanted to play off of common predicaments people deal with, and eventually concede to, when it comes to modern medicine: that it can take months to schedule an appointment with a primary care physician; how annoying it is to have to travel to your physician; how cold and unfriendly medical treatment can be. With Firefly Health, people wouldn't have to accept these annoyances. It was our goal to show consumers how much better their health care could be with Firefly Health.
