One of the biggest challenges developing healthtech within an often stagnant industry is to not only create novel technology but importantly, to find special ways in which we can communicate and relate to the people we want to serve. This was one of our goals with Bodii; As the founder, I am acutely aware that the rate at which technologies develop, makes it rather straightforward to build, but what most often miss out on is a structured thought process on messaging. Developing a clear message that resonates with people and demonstrating that we understand individual perspectives is key to getting there.

Our brand is not necessarily just the colours you might see, or the name on the front; in fact that can all change with time. The messaging we use, the values we hold and the content we share is infinitely more valuable. Here’s where we got to.

There are five key areas to the Bodii brand:

• Empowering – Give patients more control and visibility over their own progress 
• Engaging – Easy to use habit forming platform 
• Insightful – Provide regular and reliable recovery data 
• Patient-centric – Tech as a way to improve patience health and life 
• Supportive – Improve rehab quality and patient experience

These are all underpinned by the primary goals that our two key stakeholders need to achieve:

1. Physios/therapists want to improve quality of treatment, battle patient non-adherence and maximise efficiency.
2. Patients want a less frustrating and mysterious rehab journey

Understanding the above elements not only allows us to be focused with product development but it ensures that we’re solving a problem. We may build the most complex technology available but if it’s not patient-centric, if it doesn’t empower someone to be in control, if they aren’t educated and if they don’t receive reliable data then there’s absolutely no intent.

Considering the various barriers to rehab for patients and the challenges both private and public institutions are facing in delivering care, it is important to build technologies that can complement and augment current pathways. Once again our intention is not to replace existing pathways but to play an active role in shaping what an integrated physiotherapy process could look like for patients over the next 10 years. 

We are not worried about sharing such values with the public; in fact, if every health-tech startup would have put patients and some of these values ahead of the millions spent on R&D we might be a few steps closer to bridging the health inequalities and accessibility related challenges around the world.