Strategy
Healthcare focuses on patients, but rarely on those carrying the weight of care. We shifted the lens – positioning practitioner support as the foundation of better outcomes.
The conversation in healthcare is overwhelmingly patient-centric – yet patient care doesn’t exist without practitioner support. We reframed MySmartHeart around a clear truth: when you care for doctors and nurses, better care follows. The strategy positioned the brand as practitioner-first infrastructure – removing friction, easing administrative overload, and restoring focus on what's truly important.
Execution
Healthcare brands focus on patients, rarely on those carrying the weight of care. We shifted the lens – positioning practitioner support as the foundation of better outcomes.
The conversation in healthcare is overwhelmingly patient-centric – yet patient care doesn’t exist without practitioner support. We reframed MySmartHeart around a clear truth: when you care for doctors and nurses, better care follows. The strategy positioned the brand as practitioner-first infrastructure – removing friction, easing administrative overload, and restoring focus. Empowering clinicians isn’t secondary to patient care but what makes it possible.
Outcome and Credits
For the first time, the brand matched the value already delivered – and the industry responded with immediate clarity and adoption.
The rebrand brought alignment between what Smartheart had always delivered and how it was perceived. For the first time, the brand communicated the clarity, care, and competence already embedded in the service. The industry adopted the new identity quickly and naturally, reflecting the company’s true value. What had once been difficult to articulate became intuitive – reinforcing trust and positioning Smartheart as a credible, practitioner-first partner.
Credits
Smartheart team – Brand Vision
Ala Ho, Justine Mana – Brand Strategy
Ania Martowska – Art Direction & Graphic Design
Vladimir Tisma (Amé Studio) – DOP & Photography
Dexter Forestier (Amé Studio) – Art Direction & Videography
