Stills taken from the promotional video
A still from the promotional video I produced for the PharmaTech eMar. The laptop, tablet and phone were all modelled in 3D and the videos for each were created in After Effects.
All credit for the music goes to: ''Electronic Ambient Loop'' tyops (freesound.org)
Licensed under Creative Commons: Attribution 4.0 International (CC BY 4.0) http://creativecommons.org/licenses/by/4.0/
Licensed under Creative Commons: Attribution 4.0 International (CC BY 4.0) http://creativecommons.org/licenses/by/4.0/
Brand Concept and Assets
PharmaTech was a start up company that was aiming to create an electronic eMar which would be cloud based and would aim to streamline the process of recording information, thus making care home staff lives a lot easier! Mar sheets are used in care homes to record all patient medication data, an electronic eMar records all this digitally and leaves less room for error etc. I was tasked with researching the market and then producing a brand concept for the company. I created a spreadsheet of the competition and then began to work on the brand. I wanted to make sure the brand and assets were unique and to differentiate our product from the others in the market. When creating the brand I considered the following points:
A. Our target users are the care home staff and how can we make their work life better, how can we help them. How can we simplify this technology so it is less overwhelming?
B. Thinking about how this can become a succinct Mission/Vision statement:
'PharmaTech User led design which gives the complete person centered experience in eMar technology.'
'PharmaTech Unique User led design ..... the complete person centered experience in eMar technology.'
'PharmaTech the complete person centered experience to eMar technology with engaging Unique user led design ..... .'
C. Unique, values, qualities and benefits using the core elements of Person Centred Care. This link explains the 4 Core elements of person centred care https://www.highspeedtraining.co.uk/hub/what-is-person-centred-care/
The PharmaTech electronic Mar Chart and patient management system is designed on the 4 Principles of Person Centred Care (Kitwood 1997). I thought this would be a good humanising element to convey to the care staff it is being designed with the human user in mind:
1. Treat people with dignity, compassion, and respect - Unique User Led Design
We wanted to create an eMar and patient management application which encompasses the user's/care employees own needs, thoughts, feelings, opinions, beliefs, and values. How this technology can best help the user achieve their work goals and improve the quality of not only their work environment, but also to enable less time spent on paperwork and most importantly to free up more quality time to spend with their clients. This in turn helps the care employee achieve their goals of person centred care.
Pharmatek wants our end users/care employees to be confident and comfortable with using our applications. Which is why we decided to directly consult with end user groups to enable their observations to power the design of our application, so therefore aligns with their aspirations for an electronic patient management system and Mar Chart (eMar). We want our application to be easy to use even for those who find technology a bit daunting.
2. Provide coordinated care, support, and treatment. - Real Time Updated Medication Records Application - eMar.
We want our eMar application to work intuitively for the user so that it seamlessly records medication and updates it in real time. In addition it is linked to the NHS database. This enables greater data accuracy and quantity with less room for error as the medication can be recorded on handheld devices as it is given to the client. It also results in a reduction of medication round time and also medicine associated tasks e.g. booking in. Alerts and Warnings are built in for example, possible medication conflicts if a client has been in hospital. It also gives easy access to data, historically and currently, which is held securely as there is control of who has access to data. This in turn means the medication and care can be coordinated between all team members, including direct messaging and so team handovers therefore become seamless. It helps team members not only support each other better but also it gives their clients and relatives greater support and confidence in the delivery of medications and treatments. It therefore creates a 'support, care and treatment collaborative' of all the people involved in the client's life. It is available as an application for both mobile devices and PC devices.
3. Offer personalised care, support, and treatment. - Patient Centred Management
Our eMar and patient management application breaks away from the traditional format of a paper Mar Chart by giving each client their own personal detailed page. They are not just seen as a medication on a chart, they are seen as a person. The page includes not only medications details, it also includes personal details including photos of the client, doctors appointments, medications, hospital visits. We aim to develop our application in future so that it will include a login for relatives to see their loved one and how they are day by day. Information on this page is then seamlessly transferred into our eMar which is then sent electronically to the pharmacy. It enables the care staff to have a comprehensive detailed overview of their client and which each team member can see updated in real time.
4. Enable service users to recognise and develop their strengths and abilities. - Giving Care Professionals Confidence in Technology?
We want our PharmaTech application to most importantly become very comfortable/easy for our care employees (professionals)? to use, so that they can focus on doing their jobs to the best of their ability and giving more quality time to their clients. We hope that in freeing up time they will be able to explore and develop strengths and further their abilities in other parts of their daily work life that they don't currently have enough time to pursue e.g. this might result in exploring new ways for clients with dementia to access a more fulfilling life.
'At PharmaTech we aim to make the life of the care professional and the client easier, which in turn reassures the relatives that their loved one is getting the best care that the nursing home can attain.'
D. Visual assets (Logo, brand identiy, design) I made the video to demonstrate the logo and assets. I'm making this 'Care Staff friendly' and appealing so it doesn't come across as overly technological.
The rationale behind the design idea for the logo was to create something that was fresh, friendly for the user, eg to make the app look more like a social media application which would be more familiar and less intimidating to the user group.
Pharmatech App design for mobile devices.
The app design incorporated as a logo demonstrated on a tablet platform.
After creating the logo as a 2D concept for Applications. I then took it into 3D to give it a more dynamic presence. To be used in online videos and marketing materials. The idea for the logo was to convey a tech friendly type of app so that it looked similar to opening a social media app, so that it did not look intimidating. The idea for the logo came from the periodic table. I designed it so there is as chemical element and a tech element. I used the idea of the periodic table for the PH and the T (to mimic the way letters are used within the table). I used that particular combination of colours as I wanted a fresh element for the Pharma side, and I wanted to use green for Pharma but not the traditional medical green that other companies had used. I wanted to keep the ethos away from medicalization. I used a cloud as the background to convey the cloud storage basis of the product.
I created Icons and lower third style bullet points I called 'the little polys' to keep the theme and branding of the logo throughout the promotional video. The 'little polys' can be seen at the start and throughout the video. The icons for the buttons in the application were also created with the brand colours.
The logo was also created for the back of the phone, as the idea was that in the future the eMar technology (the devices used) may become branded.
I modelled an mobile phone, a laptop and a tablet to demonstrate all the devices the eMar could be used on. I created the display in After Effects then I used an image sequence to 'play' the animation on the tablet screen in the promotional video.
