Gestión Médica

Creative Pills EkintzaLab 2013



Gestión Médica. An online software application that helps to manage the consulting services of health professionals: consultation agenda and medical records of patients that can be gradually incorporated. Easy-to-use and with an intuitive interface, it is 100% compatible with Windows and Mac and their various terminals: computers, tablets, iPads, mobile phones, etc.




Gestión Médica (G+M) created an online software application to help manage the consulting services of health professionals. Its challenge was to devise a marketing strategy for the software, knowing that it has been a success with professionals who have purchased it so far.



Mikel Morlas. With a multidisciplinary academic background (human resource management, art and education) and experience in various groups in the field of artistic practices, he combines the development of innovative educational projects and training in public and private organisations with his activity as an artist and curator.



Mikel Morlas suggested that it focused its thoughts on the “off-screen” part of its software, i.e. to focus on that which is triggered by its use, but goes unnoticed because of the application’s own intrinsic aim. Therefore, a level of human qualitative value was revealed that was able to contribute to making the program developed by the company recognisable among its potential users.

Based on various inspiring examples, such as the case of the artist and hacker Salvatore Iaconesi, a talk with medical professionals about the possibilities of technology for the dehierarchisation of accessing each patient’s medical information and the personal experience of Gestión Médica’s creator, the heart of G+M’s new self-promotional strategy pointed towards what is known as the “doctor-patient relationship”.



In addition to this thought process on G+M’s “affective” values ​​as a brand, three online and offline activities were designed, as well as ideas for new features in the app, through which G+M can contribute its bit to creating a good “doctor-patient relationship”.



EkintzaLab is promoted by the Bilbao Ekintza with the support of SPRI (Basque government).


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