Azteca Jenner
In an effort to reinvent itself, Grupo Diagnóstico Aries (GDA) partnered with Thrust to reevaluate and enhance the model for its laboratories, Azteca and Jenner, with a focus on serving the Mexican bottom-of-the-pyramid segment. Together, we embarked on a journey to redefine the diagnostic lab experience, centering around a culture of personalization and exceptional service as the key differentiators.
Our approach uncovered that a patient's experience in a medical lab is filled with stressful moments. To address these concerns, we crafted a comprehensive journey that prioritized companionship and emotional well-being by implementing a new experience for its branches, time-management strategies for waiting patients, and various techniques to alleviate anxiety during clinical studies, positioning Azteca+Jenner as emotional caretakers.
In terms of branding, we developed an institutional identity that transformed Azteca+ Jenner clinics into community hubs with a strong focus on families. We introduced "Dr. Jenny," a new logo and symbol of companionship for patients throughout their health journey. Dr. Jenny and other Azteca+Jenner characters were part of a holistic strategy to humanize the service, leading to outstanding results.
Year: 2021
Agency: Thrust
Research / Creative and Strategic Direction / Service and Experience Design
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