Understanding Zarity

Introduction to Zarity

Zarity is a modern clinic that provides care for chronic diseases like Type-2 diabetes, Pre-diabetes & Clinical weight loss, through expert consultations & health programs, all under one roof.

Today, Zarity describes itself as

"Diligent, Meticulous & Caring"

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Today, this is how people with chronic diseases are choosing care

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Why are these available options frustrating for patients

A patient with chronic disease needs frequent visits, and has more information to share and seek.
The journey for them usually starts :

At corporate hospitals — the providers are disconnected and have less time , and a chronic disease patient who needs regular visits has to wait alongside an injured/emergency patient.

So, folks look to visit Independent clinics

At Independent clinics — patients get more time, but the experience is broken — since the patient needs more than just medication ( nutrition, physiotherapy etc)

Then there are digital therapeutics platforms (DTx)

Digital Therapeutics Platform — work online, where a team of experts work together and manage diabetes. And, because the doctor is not involved - you still have to go back-and-forth to a clinic for medications - resulting in poor patient retention & compliance. Plus, not everything can be managed online.

Now, you need a physical clinic to manage the full scope of disease & digital is the only way to manage health programs. None of the alternatives manage this end to end treatment of chronic diseases.

Because Zarity's got a doctor-led full stack approach, at best an alternative to Zarity would be the combo of an Independent Clinic + DTx Platform.

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To solve for chronic care ,Zarity's building a one-stop clinic model , where you:
Get extended consultations with a dedicated team of doctors, nutritionists, and physiotherapists – all under one roof ,where:

1. ​Providers are connected - so you don't have to repeat your health story every time.
2. It's convenient - You and your doctor can choose between an in-person or virtual consult, because it's seamless.
3. It's tech enabled - All your medical records, in the palm of your hand through an app. So, no more worrying about carrying bulky files, missing papers.

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For Zarity to win, it's important to position itself as a brand that could be trusted for quality care delivered by experts. Most people today search for that independent clinic where an expert doctor would be available, giving them more time. And they are searching for nutritionist, physiotherapists online, separately.

This makes Zarity's full-stack approach a pull product in an new category.

Zarity's initial functional goal would be:

" Redefining the standard for chronic care management"

The core JTBD of Zarity's brand would be to solve for brand trust.

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Patients are disappointed with the limited time they get at corporate hospitals and frustrated with having to visit independent clinics frequently - and most of them are relying on nutrition/physiotherapy services online, but since they're not led by a doctor- they are not 100% sure. This is leading to slow or sometimes, missed care.

So, for Zarity - gaining the trust of patients to give Zarity a chance with their health is the brand's core JTBD.​

Zarity is looking to position itself as "Your personal team of medical experts, that treats you better"

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That the brand goal is now defined, let's explore the ICPs that Zarity is building for:

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Zarity is starting off by targeting working professionals working in new-age companies, who are particularly unhappy with the short consultation times offered at corporate hospitals. These folks wear fitness devices, track their health metrics, just like they track their work progress and want the best for treating their ailments. Interestingly, they are also caretakers of their parents - and looking for a similar solution there.

And because trust starts with trials, the journey at Zarity starts with a consultation, just like a traditional clinic. We're not looking to disrupt the way people seek care today.

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Zarity offers longer consultation durations, all experts under one roof and an approach towards root-cause analysis - which is missing in the current setups.

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So, defining the Core Value Proposition for Zarity below

Zarity's Brand Footprint

To begin defining the brand wedge, what are the core problems troubling the ICP today

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Defining Zarity's brand wedge

How Zarity looks: Zarity is modern, but approachable

Zarity is solving for the functional goal of providing higher standards of care that's convenient. This reflects in the design used on the website, that shows a higher standard appeal, that are approachable.

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and the upcoming app design, that's suave and simple:

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The colour palette used is subtle, and resembles a pen and paper appeal with subtle highlights.
The design is purposefully bright ,minimalistic to avoid cognitive load.

It is built to instil trust in each screen with limited elements & focused call to actions.

The colours used & their resemblance:

Blue:

• Trustworthiness: Blue is often associated with reliability and security.
• Stability: It conveys a sense of calmness and order.

White:

• Purity: White symbolizes cleanliness, innocence, and new beginnings.
• Simplicity: It represents clarity and minimalism.

Grey:

• Balance: Grey is a neutral color that can create a sense of equilibrium.
• Sophistication: It can contribute to a modern and sophisticated look.

How Zarity speaks: Zarity is concise, but not evasive

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Zarity's current language speaks about new standard of care, but mentions personal medical team

Our podcasts cover complex topics in a concise, but step-by-step explainers

How Zarity behaves: Zarity is caring, but not pushy

Zarity presents itself as your personal team of experts

Zarity is caring, but not pushy.

Zarity is not pushy - it doesn't mention how other traditional options fare offering shorter consultations that lead to missed/poor outcomes, instead it focuses on the positives.

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