Theranos_The visual strategy guide

BOOK_01 THE VISUAL

BOOK_01

STRATEGY GUIDE THE VISUAL

STRATEGY GUIDE

THERANOS

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“Sometimes when you innovate, you make mistakes. It is best to admit them quickly, and get on with improving your other innovations.”

–Steve Jobs

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THE PAST

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CONTENTS THE PAST 01 04

08 10

INTRODUCTION OUR HISTORY

THE FUTURE 02 04

14 16 18

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OUR MISSION PAST TENSE FUTURE TENSE

THE PAST

THE COMPETITORS

THE AUDIENCE 03 04

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AUDIENCE PROFILE PERSONAS

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CURRENT COMPETITORS ADJACENT COMPETITORS ASPIRATIONAL COMPETITORS

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01 THE PAST

THE PAST 01 04

INTRODUCTION OUR HISTORY

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THE PAST

Fundamentally, the answers to our challenges in healthcare relies in engaging and empowering the individual. ­—Elizabeth Holmes Elizabeth Anne Holmes is an American entrepreneur and inventor. She is the founder and CEO of Theranos.

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INTRODUCTION ABOUT THERANOS

Theranos is an American privately held health technology company based in Palo Alto, California. It was founded in 2003 by Elizabeth Holmes at the age of 19. The company is known for its marketing of its efforts to create blood tests that used small sample volume technology. By making actionable information accessible to everyone in the world at the time it matters most, they are working to facilitate the early detection and prevention of disease, and empower people everywhere to live their best possible lives.

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THE PAST

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OUR HISTORY THROUGH THE YEARS

Theranos was founded by Elizabeth Holmes at the age of 19. The name is a combination of the words “therapy” and “diagnosis”.

2003

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The company had about $45 million total fundraising after Series B and Series C funding.

The company moved to the former headquarters of Facebook in June.

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2012

2004

2010

2013

Theranos was headquartered out of a rented basement located near a strip mall by the Stanford campus.

Theranos raised an additional $45 million in 2010 and had an estimated value of $1 billion.

The company had significant news coverage starting in September 2013 after profiles in the San Francisco Business Times and Wall Street Journal.

THE PAST

Theranos partnered with Walgreens to offer in-store blood tests at more than 40 locations.

2013

Theranos was awarded the 2015 Bioscience Company of the Year by AzBio.

Theranos faced lawsuits from several different entities including Walgreens and the Arizona Attorney General over blood testing devices.

Theranos Rebrands.

It’s the new future!

2015

2017

2018

2014

2016

2017

Theranos had raised more than $400 million with an estimated value of $9 billion.

The company introduced a new robotic, capillary blood testing unit named miniLab to the American Association for Clinical Chemistry.

In December, Fortress Investment Group loaned $100 million to Theranos.

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THE FUTURE 02 04

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OUR MISSION PAST TENSE FUTURE TENSE

THE FUTURE

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THE FUTURE

OUR MISSION EMPOWER | ACCESS | INFORM

Empower people by providing accessible customized health information.

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THE FUTURE

PAST TENSE ACADEMIC RESEARCH

The grid represents the tone and mood for the old Theranos brand. We collected these images as a reminder of what our brand used to be and where we’re departing from. As evident by the grid, the old brand represents health care, nutritionals, diagnostics, medical devices.

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FUTURE TENSE ACCESSIBLE INFORMATION

These images are compiled together to convey the new progressive direction of Theranos’ new brand. Our new direction aims for diagnostic solutions, data visibility and enable consumers to understand their own genetic information.

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THE FUTURE

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THE VISUAL STRATEGY GUIDE

THE AUDIENCE

THE AUDIENCE 03 04

AUDIENCE PROFILE PERSONAS

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AUDIENCE PROFILE A LIST OF PERSONAS

We anticipate a wide gamut of new dunces associating strongly with Theranos. To get a glimpse of who these individuals are, we compiled a list of personas. The following profiles describe in detail who they are and their affiliation with the brand.

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THE AUDIENCE

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BIMALA KHATRI THE YOGA MASTER 43 / YOGA TEACHER / MUMBAI

Bimala is a yoga teacher who lives in Mumbai. He believes in his inner voice and follows the voice to find the spiritual path.

Bimala prays at least twice a day, and especially in any dangerous situation.

Whenever he doubts or hesitates on his way, he follows the voice and finds his way of wisdom.

He has been teaching yoga for 17 years and has learned how to overcome many health concerns through alternative means.

He rarely goes to the hospital because of his distrust of western medicine.

He wants to turn more and more people on to a healthier, more peaceful lifestyle.

He thinks yoga is a system of exercise that fully integrates the body, mind, and spirit.

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THE AUDIENCE

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David is a single dad who lives in Chicago. His daughter is only 6-years old but is suffering from heart disease. He’ll do whatever it takes to give his daughter a healthy life.

DAVID MCCOY THE SINGLE DAD 36 / DRIVER / CHICAGO

His little girl is afraid of needles because it hurts.

He doesn’t want his girl to suffer from the pain.

He wants to find a trusted resource for relevant health care information.

He likes to cook for his daughter on weekends, and he even learned how to bake a cake.

They have a dog, he enjoys spending time on the beach with his daughter and dog.

He works hard to pay the medical fees.

He wants to have a personal doctor, but he can’t afford that.

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03 MEI LIU THE NEW MOM 28 / MANAGER / HONG KONG

Mei is a new mom living in Hong Kong.

She wants to know more about her 3-month son’s health information to make sure her baby is safe.

Mei likes to get things done quickly and has no patience to endless research online.

She cares for all of her family, especially for her little baby.

Her husband is very excited to have children but is leaving all nursery and gear decisions to Mei since he has a demanding job.

She wants to live a healthier life style.

She wants to find a trusted resource for relevant health care information.

She aims to better understand heredity and health risks.

She believes in the power of giving.

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THE AUDIENCE

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Timothy works out every single day and his body is very important to him and is something he takes pride in. He would really like to know more information about his own body.

TIMOTHY JONES THE BODY BUILDER 31 / COACH / NEW YORK

He works out every single day. He either goes to the gym to lift weights or goes for long runs.

He travels around the country teaching extreme fitness classes to all levels of people.

He broke his arm few years ago when he was in the gym lifting weights.

He follows a strict diet. However, Ice cream is still his favorite.

He also teaches yoga and pilates.

He wants to find a trusted resource for his own health information.

He aims to better understand how to avoid getting hurt during work outs.

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05 James is a retired worker living in Berlin. He is looking to achieve longevity and an active lifestyle in retirement with his wife.

JAMES EVANS THE RETIRED ENGINEER 62 / RETIRED / BERLIN

James hopes to participate actively in their own, ongoing care.

He aims to better understand heredity and health risks.

He has begun to experience issues related to the aging process.

He requires medication for one or more pre-existing medical condition.

He wants to find a trusted resource for relevant health care information.

He don’t want to suffer from the pain of old age the way his parents did.

He loves his wife and hope they can take care of each other when they get old.

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THE AUDIENCE

06 SUSAN GRAY THE VEGETARIAN 55 / ARTIST / SEATTLE

Susan is an artist living in Seattle.

Her husband John is looking forward to retiring in two years from the family business.

Like most American family units, Susan is the “Chief Medical Officer” of this family.

They love their family doc, who spends time with them, answers their questions, but it’s hard to get an appointment.

They are trying to reduce heart risks (family history) through diet and exercise.

Susan uses her new tablet to surf the internet, and connects with her son on Facebook.

She occasionally reads articles on sites like WebMD, and has recently discovered the Cleveland Clinic website.

Susan just discovered that she can watch videos on her tablet She is caring for all of her family.

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Carla is a nurse in Rio. Even when she’s off duty, she clocks in overtime to make sure her patients are taken care of. She’ll do whatever it takes to save a life.

CARLA DIAS

She doesn’t believe that hospitals should be making massive profits from low-income patients.

Carla constantly puts others before herself with no hesitation.

She is caring for all of her family.

What keeps Carla up at night is the thought of one of her patients dying.

She believes in the power of giving.

Carla hates to waste time on social media, so instead, she reads a lot of books about health care.

She cares for all of her patients, and tries to help them even when she’s off duty.

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THE RELENTLESS MEDIC 22 / NURSE / RIO

THE AUDIENCE

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JUDY WELLS THE INDEPENDENT ENTREPRENEUR 45 / ENTREPRENEUR / LOS ANGELES

Judy is an entrepreneur living in Los Angeles. She has her own medical team to take good care of her and her family.

Judy has her own lab to serve her family.

She always organizes her days around healthy eating and exercise.

Her favorite sport is swimming.

She enjoys traveling abroad and taking in street markets of different cities so she can meet the artists.

She enjoys camping and hiking with her family to connect to nature and appreciate quiet.

She has an organic garden and raises her own vegetables in her backyard because she wants to know how her food is grown.

She enjoys teaching her daughters how to be independent women.

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Current competitors Adjacent competitors Aspirational competitors

THE COMPETITORS

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CURRENT COMPETITORS ACADEMIC RESEARCH & BLOOD TEST

Our previous competitors were companies that offered the same or similar services and resources provided by Theranos. The companies listed here advocate to provide health care products or focuses on nutritionals, diagnostics, generic drugs and medical devices.

Bayer Bayer is a German multinational, pharmaceutical and life sciences company.

The primary areas of business include human and veterinary pharmaceuticals; consumer healthcare products; agricultural chemicals and biotechnology products.

UnitedHealth Group UnitedHealth Group is the largest health care services company in the world, serving over 41 million individuals in the United States and 4.8 million in Brazil.

Medtronic Medtronic is a global device manufacturer that develops pacemakers, defibrillators, orthopedics, diabetes management tools and many other medical devices.

Abbott Abbott is a diversified health care products company that focuses on nutritionals, diagnostics, generic drugs and medical devices, following the spinoff of the AbbVie prescription pharmaceuticals segment in 2013.

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THE COMPETITORS

Quest Diagnostics Quest Diagnostics is driven to discover and deliver diagnostic insights and innovations that help to improve human health. They We offer a wide range of products and services that benefit patients, healthcare providers, and companies.

Thermo Fisher Scientific Thermo Fisher Scientific offers analytical instruments, laboratory equipment, software, services, consumables, reagents, chemicals and supplies to pharmaceutical and biotech companies, hospitals and clinical diagnostic labs.

McKesson McKesson Corporation is the largest pharmaceuticals distributor in the U.S. and provides drugs, medical products and health care information technology.

Stryker Stryker Corporation makes specialty surgical and medical products, such as orthopedic implants, endoscopic items and hospital beds.

Cardinal Health is one of the leading wholesale distributors of pharmaceuticals, medical supplies and surgical supplies.

MediGain MediGain Practice Management is a full-service revenue cycle management company that enables healthcare providers to navigate and succeed in an increasingly complex reimbursement environment.

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ADJACENT COMPETITORS HEALTH AWARENESS & HEALTHY LIFESTYLES

Our Adjacent competitors are organizations and companies that offered similar services and resources provided by Theranos. However, they operate for a different cause, outside of health care. Some of the companies listed here health awareness, healthy lifestyles, and awareness campaigns.

World Health Organization The World Health Organization (WHO) is a specialized agency of the United Nations that is concerned with international public health.

Ascension Health Ascension is the world’s largest Catholic health system and the largest non-profit health system in the US with facilities in 23 states and the District of Columbia.

Dignity Health Dignity Health is a California-based not-for-profit public-benefit corporation that operates hospitals and ancillary care facilities in 3 states.

Community Health Systems Community Health Systems Inc. is a Fortune 500 company based in Franklin, Tennessee. It is the largest provider of general hospital healthcare services in the United States in terms of number of acute care facilities.

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THE COMPETITORS

MYZONE MYZONE has made using heart rate based training affordable and easy for trainers and group training business owners. Wearables are a hot trend in fitness right now, and it’s exciting to think about the possibilities of where they will take us.

ONNIT Onnit is a supplement companies and mostly due to the fact that they are focused on optimal human performance. This isn’t your typical supplement company that is in it to sell you the latest pre-workout or mass builder.

Albert’s Organics Albert’s has been the leader in the distribution of fresh organics and has developed extensive vendor and industry relationships while continually striving for excellence in product quality, temperature control logistics, delivery speed.

Man’s Health Men’s Health is the brand men live by for fitness, nutrition, health, sex, style, grooming, tech, weight loss, and more.

Crunch Crunch is a gym that believes in making serious exercise fun by fusing fitness and entertainment and pioneering a philosophy of No Judgments.

Yogaworks Yogaworks honor and empower your journey toward personal growth and well-being. Their programs remain authentic to ancient yoga tradition while tackling modern challenges. No matter your age or fitness level, Their offer yoga that will work for you.

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ASPIRATIONAL COMPETITORS DATA VISIBILITY & GENETIC INFORMATION

Our future competitors are organizations and companies that Theranos aspires to be non the future. The companies listed here come from different or similar sectors, but they aim for diagnostic solutions, data visibility and genetic information.

Medstreaming Medstreaming is a leading provider of Healthcare IT solutions for image intensive specialties. They focus on enabling proactive patient care and increasing the efficiency of healthcare by providing medical IT solutions.

HeartFlow HeartFlow creates a personalized, digital 3D model of the arteries. Powerful computer algorithms solve millions of complex equations to assess the impact that blockages have on blood flow.

MeMed MeMed develops breakthrough diagnostic solutions that empower physicians to make faster, better-informed treatment decisions.

Analytics 4 Life AgilyticsTM is a machine intelligence technology platform that analyzes phase space tomography data to identify and assess specific disease. It starts by mathematically deciphering critical patterns and relationships from billions of data points collected from thousands of patients.

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THE COMPETITORS

Medicalis Medicalis provides leading-edge solutions for Diagnostic Imaging, including advanced Clinical Decision Support embedded into your EMR and Intelligent Integration to address today’s challenges of preauthorization.

Xcode Xcode provides DNA raw data analysis from any data provider in any format!

From genotype to exome to whole genome! From 23andMe to AncestryDNA to FTDNA to MyHeritage format!

Clinipace Clinipace uses a proprietary, comprehensive technology platform to support patient enrolment, project management, site selection and management, data capture, monitoring and biostatistics to improve collaboration and data visibility.

BaseHealth BaseHealth is the first predictive health platform that is evidence-based and data-driven without reliance on retrospective claims and ICD data. They take the guesswork out of risk and population health management.

MedNet Solutions MedNet Solutions specializes in electronic data solutions designed for the global life sciences community. Their flexible and easy-to-use technology solutions have improved the efficiency of clinical study initiatives.

23andMe 23andMe is a privately held personal genomic and biotechnology company based in California, that claims to be developing new methods and technologies that will enable consumers to understand their own genetic information.

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“If you do it right, it will last forever.”

–Massimo Vignelli

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PHOTO SOURCES

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SOURCE WEB PAGE

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https://mir-s3-cdn-cf.behance.net/project_modules/fs/82b8e831967273.

5668c010ee6ba.jpg

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https://mir-s3-cdn-cf.behance.net/project_modulema_3840/245fc8369037 79.572d6a2beef30.jpg

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https://mir-s3-cdn-cf.behance.net/project_modules/fs/2b8a9331967273.

5668c0938e78e.jpg

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https://mir-s3-cdn-cf.behance.net/project_modules/max_3840/119965369 03779.572d6a2befa52.jpg

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https://mir-s3-cdn-cf.behance.net/project_modules/max_3840/3a0584369 03779.572d6a2bf08a0.jpg

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https://commons.wikimedia.org/wiki/File:Theranos_Logo.svg

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https://www.yjc.ir/fa/news/6438437

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https://mir-s3-cdn-cf.behance.net/project_modulema_3840/245fc8369037 79.572d6a2bcdweef30.jpg

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https://mir-s3-cdn-cf.behance.net/project_modules/fs/2b8a9331967273.

5668c0938e78e.jpg

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https://mir-s3-cdn-cf.behance.net/project_modules/max_3840/119965369 03779.572d6a2befa52.jpg

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https://www.yjc.ir/fa/news/6438dehum437