MD² Case Study
MD2: Seven Years of Medicine in the Ideal
From 2016–2023, Josh Oakley created every branded touchpoint for MD2 (pronounced M-D-Squared), the pioneer of concierge medicine since 1996.
What is concierge medicine, you ask? They call it medicine in the ideal. MD2 is a network of offices across the U.S. in prestige locations like Beverly Hills and Madison Avenue. Each office is anchored by two doctors: there is a strict ratio of 50 patients to 1 physician. As a patient, you can call them day and night. Doctors can take the time to do in-depth research about patients’ issues. It’s highly exclusive and obviously not cheap — as a shorthand to explain what I was working on, I typically used the phrase “fancy doctor” (which they’d absolutely hate), probably as a way to diffuse what likely came across in a casual conversation of what I was working on as an absurdly pretentious thing.
The longer I worked for MD2, however, the more it became clear that they were doing something important at the forefront of what medicine could be: the other end of the healthcare market focused on equity is inarguably important — many MD2 doctors spent years of their careers working in public hospitals — but the non-insurance-billing end pushes forward and normalizes the bleeding edge of what personalized care can look like in years to come.
In the realm of healthcare branding dominated by soft blue and green swoops and ball-headed icons leaping for joy, MD2 is uniquely positioned at the etremely high-end of the market and their look and feel is more in line with a nice bottle of mine
From 2016–2023, Josh Oakley created every branded touchpoint for MD2 (pronounced M-D-Squared), the pioneer of concierge medicine since 1996.
What is concierge medicine, you ask? They call it medicine in the ideal. MD2 is a network of offices across the U.S. in prestige locations like Beverly Hills and Madison Avenue. Each office is anchored by two doctors: there is a strict ratio of 50 patients to 1 physician. As a patient, you can call them day and night. Doctors can take the time to do in-depth research about patients’ issues. It’s highly exclusive and obviously not cheap — as a shorthand to explain what I was working on, I typically used the phrase “fancy doctor” (which they’d absolutely hate), probably as a way to diffuse what likely came across in a casual conversation of what I was working on as an absurdly pretentious thing.
The longer I worked for MD2, however, the more it became clear that they were doing something important at the forefront of what medicine could be: the other end of the healthcare market focused on equity is inarguably important — many MD2 doctors spent years of their careers working in public hospitals — but the non-insurance-billing end pushes forward and normalizes the bleeding edge of what personalized care can look like in years to come.
In the realm of healthcare branding dominated by soft blue and green swoops and ball-headed icons leaping for joy, MD2 is uniquely positioned at the etremely high-end of the market and their look and feel is more in line with a nice bottle of mine