Making a smart piece of
health-tech gettable
Ba-bum, ba-bum, ba-bum. Thriva is an app that reveals what your blood can tell you about your health and fitness, so you can improve it with certainty. We helped Thriva find a new way to articulate its core proposition in a simple, gettable way, first trialled via a digital campaign.
Lovers were invited to come up with a new framing for Thriva’s core proposition. With an audience that varies from beginners to more advanced ‘health optimisers’ we had to craft an explanation that would work for everyone, be memorable and emotive, but also adaptable.
Smart still has
to be simple
DISTILLING THE OFFER
When we met the Thriva team they wanted to say everything about their smart tool, naturally: the tailored blood testing, the 48hr results on your phone, the clinically-backed medical advice, the subscription model. That’s a lot of ‘how’. But we needed to say ‘why’ Thriva’s great.
Listen to
your blood
KNOWING THE NEED
The people in Thriva’s audience are already working on optimising their health. They’re trying stuff, but their real problem is uncertainty. Too many health podcasts to listen to. Conflicting advice. None of it personalised. ‘Listen to your blood’ is a ‘this way’ sign.
Who relates
to perfect?
FALLS, FAILS & FLUFFS
Thriva tells you how to get fitter and healthier, but then it’s over to you. Your personal journey has ups, down, and round-and-rounds. We helped Thriva shift their visual language away from being a bit too perfect, towards slightly messier: missteps and tumbles between wins.
“It’s frustratingly hard summing up what you do in a way that people can easily get, and makes them lean in. Lovers have been incredible at guiding us to pinpoint what Thriva offers, so we can elaborate in different ways from a simple central definition.”
In other
words
popping up on podcasts
The benefit of having a strong core framing of your proposition is that other people can use and adapt it for you. We used ‘listen to your blood’ to build out flexible scripts for podcast hosts to use, each time tailoring the story for their unique audience and vocal style.
