Strategy

Our brand strategy underpins everything we do. It summarises what we believe in and why we exist. It provides the foundation to how we communicate both verbally and visually as a brand.

Our Proposition

The reason why we exist and the
value we promise to deliver.

We enable
  • Democratisers
  • Facilitating access
  • Empowering patients
 health autonomy
  • Patients rights
  • Understanding and control
  • Informing decisions, not influencing
So everyone
  • Global healthcare
  • Open to everyone, everywhere
  • Doctors & patients
 has the
power
  • Freedom
  • No longer constrained by conventions
  • Knowing your self-worth
  • Applying your health autonomy
 to choose better.
  • The ability to choose the ‘better’ option, the one that is right for you and your needs.
  • The independent choice to get ‘better’ take responsibility for your health.

Our manifesto

Good health. It’s your right.
And your choice. We respect that. So we offer what’s safe But you decide what’s best Best for your body
Best for your mind
Best for your life Access to what you need
Autonomy to choose it We show you what’s out there So you have the power to
choose better.

Our role

Health advocates

Our collective and emotional role as a brand. We go beyond the functionalities by putting health first. We provide a distinct level of care for customers and employees, so everyone has the power to choose better.

What this means for

Clinicians Customer service Operations team Developers

I do more than prescribe medications,
I care for my patients. I'm on their side and constantly strive to deliver a service where they feel empowered.

I make sure every customer feels heard. I care about their feedback and invest my time in looking for ways we can improve their experience.

I ensure the highest level of care in everything I do. From packing boxes to organising stock or managing teams, every detail contributes to the customer experience.

I always think through the lens of a customer to assess every aspect of our online service. Every page, button, feature or action is integral to delivering a frictionless system.

Our values

The beliefs at the core of our brand that guide our internal behaviours,
actions and decisions

01
Make everyone welcome

What this means for patients

We actively seek to make healthcare open to everyone. Meeting unmet needs and providing undiscovered value. We do this by giving access to treatments and expert advice that can flex for medical and lifestyle needs.

What this means for employees

We celebrate diversity and work hard to create a space where people have autonomy and feel empowered to do their best work.

02
Keep an open mind

What this means for patients

We take an open-minded approach to healthcare – one without judgement or stigma. We listen, speak frankly, and work together to findthe best solution.

What this means for employees

We respect one another and are always open to ideas and different opinions. We work as one unit: listening, learning, and supporting each other.

03
Inform every decision

What this means for patients

We provide the best healthcare. From expert clinicians and leading medications, to in-depth information and advice. So people can truly understand and take control of their health.

What this means for employees

We work smart, actively seeking new knowledge and advancing our services to provide the best solutions. We assemble diverse talent to build a team that can bring new perspectives and challenge conventions.

Creative concept