Reframing primary care for seniors by bringing humanity and common sense to the forefront.

The Challenge

Welcome Health is a startup seeking to reframe primary care for seniors—combining the latest in telehealth with the latest in gerontology. Seniors, and anyone with complex health challenges, stand to gain a lot from a different approach to care, especially one that can come directly to the patient. The goal was to build a new-to-the-world brand that would motivate seniors to switch from a traditional PCP to Welcome Health. Cactus saw an opportunity in what Welcome Health planned to offer as a PCP—it wasn’t revolutionary, it was common sense. With its technology and in-home service, Welcome Health could deliver on ‘common sense’ care in a new and differentiated way.

To land on a brand identity that feels both aspirational and grounded for older adults, Cactus narrowed in on three ways of expressing ‘common sense’ care for older adults to pressure-test in consumer research. Based on these brand truths, Cactus created a consumer-facing ‘brand prototype’ for each expression. This first-hand research led us to several major “a-ha” moments. We learned that ‘person-first’ language resonated on multiple levels, and that expertise with older adults was important, but it wasn’t necessarily always about diplomas—it was about experience and bedside manner, and feeling listened to by your provider.

Welcome Health is a new kind of person-first, patient-second provider. They recognize that older adults want clinicians who have experience treating older bodies, bodies that require different levels of attention. The final brand strategy and identity reflects this - incorporating hand-drawn, human elements with vibrant, welcoming colors that still feel professional and trustworthy. Photography centers around the person, their passions, hobbies, and lifestyle - and doctors or providers are portrayed as collaborators in their health. Overall, Welcome Health strives to know their patients on a deeper level, bringing humanity and common sense back into primary care.

The Challenge

The Solution