Title	TURKCELL HEALTHMETRE
Brand	TURKCELL
Product/Service	MOBILE APP
Category	B01. Digital Design
Entrant Company	R/GA LONDON, UNITED KINGDOM
Advertising Agency	R/GA LONDON, UNITED KINGDOM

Name	Company	Position
James Temple	R/Ga London	Executive Creative Director
Ilia Uvarov	R/Ga London	Group Creative Director
Elliot Wright	R/Ga London	Design Director
Stuart Tayler	R/Ga London	Experience Design Director
Vincent Steurs	R/Ga London	Senior Experience Designer
Gonzalo Fiorina	R/Ga London	Experience Designer
Ignacio Fretes	R/Ga London	Senior Visual Designer
Parul Arora	R/Ga London	Visual Designer
Mitya Katkin	R/Ga London	Associate Experience Designer
Ilya Torgovnikov	R/Ga London	Associate Experience Designer
Ian Nutt	R/Ga London	Senior Producer
Leen Verburgh	R/Ga London	Producer

Brief Explanation

Turkcell is the leading mobile operator and technology innovator in Turkey. It has 36 million subscribers and is well positioned to roll out such a solution to a mass audience in partnership with Turkey’s Ministry of Health. Diabetes is a global epidemic. In Turkey it affects 1 in 7 adults and contributes to 1 in 3 deaths. More young people are receiving diagnoses every day. Many become depressed, and skip their treatment routine. Turkcell set out to make a difference with a brand new way to record diabetes data.

The Brief

Through brand popularity and awareness, Turkcell wanted to create an innovative digital platform that could offer support to diabetes patients. And so Healthmetre was developed. With Healthmetre, Turkcell wanted to mainly target their younger demographic, as well as the broad market of smart-phone owners. The goals are to increase awareness of the condition amongst the general population as well as for actual patients to improve treatment compliance, motivation and reduce long-term effects of diabetes.

How the final design was conceived

The inspiration for the app came from a genuine realization that success of mobile health products and services depends on their seamless integration into our everyday lives. It simply has to fit with how things are. Sharing details about lifestyle choices, like daily exercise routine and food preferences, comes naturally to people now. The app is built on that human impulse to connect with friends, family and the online community, and that’s what makes it not only easy, but fun too. It’s a timely evolution of the daily digital experiences many of our target customers are already engaged with. Healthmetre is the latest element in our ongoing mobile health development stream, with a focus on chronic disease management. It all started in 2012 when we commissioned a medical study into the effects of remote tracking on diabetes patients’ health. Conducted by the Medical Faculty of Istanbul University, the study measured the influence of tracking via our M2M-empowered gateway and bluetooth enabled glucose meter. It proved that with ease-of-use, accuracy and timeliness, mobile health technologies close the gap between physician and patient, and change people’s lives for the better.

Indication of how successful the outcome was in the market

HealthMetre is the first socially connected diabetes app that syncs with your Instagram account making it easier and more fun to monitor the condition. The solution is comprised of a wireless blood meter that connects via Bluetooth to a smartphone and automatically logs readings to the app. The app maps the blood level readings to images from Instagram creating an immediate visual diary for the condition. It can also publish the images with overlaid blood measurements to social channels with ease. The solution has been tested in a year-and-a-half long trial with 200 patients at Istanbul University. The results have exceeded expectations. Treatment compliance increased by 54%, blood sugar levels decreased by 27%, and complication forecasts decreased by 37%.