TELUS Health

Streamlining a Global Platform: TELUS Health’s Journey Post-LifeWorks Acquisition

TELUS Health significantly expanded its digital health services with the acquisition of LifeWorks, enhancing its capabilities in remote healthcare and employee wellness. The integration of LifeWorks’ global platform, which serves millions, required a strategic approach to streamline over 200 health products under the unified TELUS Health brand.

Boyle was engaged to conduct a current state assessment of TELUS Health’s naming conventions, to develop a new standardized framework, and to create a naming playbook to support future product launches and acquisitions. It was also tasked with naming TELUS Health’s flagship employee health and wellness solution.

Building a Future-Proof Framework for TELUS Health

The challenge was to create a clear, intuitive, and future-proof product naming system to streamline TELUS Health’s offerings and improve customer understanding. The acquisition necessitated a consolidation and significant simplification of the company’s products.

We began by analyzing the four business units—Providers, Employers, Payers, and Consumers. This was an audience-centric approach, and ensured each business unit had a distinct value proposition and ecosystem while maintaining alignment with the parent brand.

Drawing from global naming precedents, a hierarchical framework was created to group related products into cohesive subcategories. This strategy allowed for better product navigation, vertical growth opportunities, and seamless integration of the LifeWorks suite. This was our strategic framework development.

Key products were consolidated to simplify the brand framework, enabling customers to access offerings more intuitively. This momentum supported the integration of LifeWorks products into the new TELUS Health naming system.

Moving from a lateral format, where products operated independently, to a vertically integrated structure enhanced focus and clarity, streamlined operations, provided a stronger brand identity, and improved customer experience.

The new naming system also ensured that all patients could easily access digital health products or consult with physicians, regardless of their preferred communication method. It prioritized flexibility, offering multiple modalities for engagement to accommodate different user needs.

A detailed Naming Standards Playbook was developed to document the new framework, ensuring simplicity, consistency, and strategic alignment for future naming efforts. This resource is now a guiding tool for TELUS Health’s brand office and authorized partners.

Flagship Product Naming

We were then asked to develop the name for Telus Health’s employee health and wellness solution app: TELUS Health One. This integrates various health-related services—such as mental, physical, and financial wellbeing—into a single app, making it a unified platform for workplace health benefits. The platform simplifies access for employees.

Simplified, Scalable, and Strategic: The Impact of TELUS Health’s New Naming System

The streamlined and simplified product portfolio offers a future-proof framework. The scalable naming system ensures TELUS Health can integrate future acquisitions seamlessly. The flagship product launch of TELUS Health One has also positioned the company as a leader in centralized digital health solutions for employees, driving clarity and adoption across its global audience.

This strategic initiative has positioned TELUS Health to deliver its services with greater efficiency and clarity, ensuring long-term brand coherence and customer satisfaction.

The naming framework Boyle Design develop for us has now been shared widely, and very well received.

Katie Griffiths, Director of Marketing TELUS HEALTH