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MD Squared: Reimagining CX/Content for the Founders of Concierge Medicine 


Client: MD Squared

Agency: BORN Group 

Services: Content Strategy, Voice and Tone Exploration,
Local SEO


Related Practices: UX/CX, Art Direction, Visual Branding


MD Squared is the healthcare organization that originated and defined the entire category of concierge medicine. 

The client wanted an experience unlike any other in healthcare, something that would differentiate them from all other private or concierge health organizations. 


Reimagining the Voice of a
27 Year Old Brand

MD Squared engaged BORN Group with a simple brief: to set them apart from every other organization in their space.


As the founding organization in concierge medicine, MD Squared developed an unrivaled model of care that fully centers each of their patients. 

Everything was on the table: A new identity conveyed through words, imagery, and movement. 



The Approach

MD Squared as a brand, needed a tactile approach. We wouldn't "get" it from behind a Zoom screen. So, our creative team worked with the organization's key creative and strategic stakeholders, who gave us full access to an archive of graphics, designs, and even tomes. We delved into a two-day, on-site workshop  to understand every nuance: 

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The Voice

Subtle, luxurious but warm, like worn-in cognac leather.


The Priorities

MD Squared physicians only see 50 families each, tailor care around patients' schedules, and give them access to world-class medical institutions.


The Tone

Precise and anticipatory. Every word has its place.


The Interplay

Words and graphics aligned to express movement, intuitively guiding the flow of this "conversation" with a physician.

An Experience That Unfolds

The site architecture is intentionally spare, with an experience that unfolds, like a conversation between an unseen voice, a physician, and the prospective patient reading each word. 

A Conversation With the Founder of MD Squared

This was no mere interview with a "subject matter expert." To fully understand MD Squared, I was honored to speak with its founding physician: Dr. Howard Maron.

I spoke with Dr. Maron about his inspiration for creating the practice, what motivated him in hishis unique perspective on medical care, and what he saw for the future of this organization. 

The result is an experience on its own, something that goes far beyond an "About Us" page.