1st Group managing director Klaus Bartosch said the new brand made it clear that the company is a “consumer-centric health portal which brings a more accessible, less intimidating way for people to connect with their preferred healthcare providers”.
He said the new name conveyed that the portal and related apps delivered a “simple connection to better health and wellbeing”.
Bartosch said the portal had transitioned from being a free online appointment booking platform for healthcare appointments to a platform with significantly expanded scope and functionality. “The MyHealth1st portal today enables access to a much broader range of products that leverage the booking platform, supporting an expanded range of healthcare services.”
The company now claims more than 10,000 appointment books under management for healthcare practitioners including dental, general practice, optometry, natural therapy, pharmacy, radiology and medical specialists, with the number of supporting practices expanding continuously.
The rebranding follows the company's name change to 1st Group from 1st Available and Bartosch says the MyHealth1st portal proposes to launch a host of new products and services in 2017, following the launch of its new logo and app.
"The new name provides greater flexibility to accommodate our expanded functionality and focus, and will build awareness through an iconic corporate identity that has a bold, vibrant colour palette with a connecting ‘smile’. This helps to humanise our portal and reposition its brand more appropriately as a leader in the healthcare market,” Bartosch said.
"At the same time, in selecting a new brand with the word '1st' we retain the important brand connection with the customers who have booked more than 4.9 million appointments to date at more than 4000 sites across Australia.”