The math isn’t mathing
The reality for every major health system worldwide is pretty stark right now: patient demand is accelerating while workforce capacity has hit a wall. The World Health Organization estimates that by 2030, there will be a global shortfall of 11 million workers.
Mathematically, we can’t train our way out of a gap that size. So what do we do?
Instead of asking how to find more people, we need to find a way to give the people already doing this work more of their time, capacity, and headspace back.
Finding relief at scale
In our latest Impact Report, we found clinicians using Heidi recovered 59 minutes of capacity every single day, with 97% rating Heidi's notes as good or excellent.
Scaled across a national health system, that's the equivalent of thousands of additional staff, without training a single new clinician. More importantly, it closes the audit and compliance gaps that come from clinicians working around broken systems instead of inside well-governed ones.
For clinicians, that's an hour back in their day. For the leaders running these systems, it's throughput, retention and risk all moving in the right direction at once. Fixing the bottom line starts by fixing the clinician experience.
That understanding is what shaped Heidi's new brand platform: Relief, on repeat.
Watch Heidi’s new brand campaign
Prescribed viewing for anyone suffering from healthcare inefficiency.
Why we chose satire for a serious problem
As a former medical practitioner, I know firsthand that administrative overload and the pressure on our frontline workers are not a punchline. These are deeply serious, systemic failures that we are trying to solve every day.
We chose satire because it was the best way to contrast the very real systemic problems of global healthcare with the relentless optimism and humour of the people who show up to care every day. Clinicians have always used humour to get through the hard days. Meeting them there felt like the most honest thing we could do.
This global brand campaign flips the language of pharma advertising: the warnings, the side effects, the prescribing instructions, into something optimistic. A dose of Heidi may result in clearer heads, calmer days and more present care.
It's a little lighthearted and ridiculous in places. It's also a version of the day-to-day that I know plenty of clinicians would trade for in a heartbeat.
You'll see the campaign rolling out over the coming months. We hope it gives you a moment of relief, while we keep chipping away at the larger challenge in front of us. We're with you.
