The Client

Medigy (which was later renamed ‘Grit’) is a health management platform and app designed to monitor and manage the day-to-day health and treatment of people with suffering from chronic illnesses.

The Opportunity

With chronic illnesses (defined as arthritis, asthma, back pain, cancer, cardiovascular disease, chronic obstructive pulmonary disease, diabetes and mental health conditions) accounting for 39% of hospitalisations, 30% of problems treated in general practice and 73% of all deaths recorded, there exists a need for these conditions to be treated remotely on an on-going basis to reduce the burden of the health system

The Brief

Conduct consumer research and map the market, identify target segments and create a brand positioning. With the brand strategy approved, create a communications strategy for reaching both B2B and B2C customers. Develop a brand identity and creative concepts for each targeted segment.

The Objective

Originally conceived to serve elderly patients the original objective was to focus on the aged-care market, understanding their particular needs and how they would use the app and crucially, to find out and demonstrate to them how they would benefit.

The Strategy

Research identified a large demand for the service among the middle-aged who might be in the ‘transitional’ phase of their lives; beginning to develop the symptoms of chronic disease that could be prevented from increasing in severity or reversed and managed with early intervention and management.

As such, the name of the service was changed to ‘Grit’ and a strategy of having third-parties including insurance companies and GPs recommend the service which would lead to scale and spill over into other target segments.

A creative approach was decided upon and concepts and collateral developed along with a brand guidelines document.

The Response

After 12 months the business results are ahead of schedule with the service being adopted by two insurance companies with another in talks with the company. A B2C campaigned is in the planning stage to create customer awareness and drive ‘pull-through’ from GPs and other B2B prospects.


  • Research
  • Marketing Strategy
  • Brand
  • Brand Identity
  • Website Design
  • Digital Advertising
  • Direct Mail
  • Press Advertising
  • TV Concept and Script