Tietai

A brand to connect AI to healthcare execution

Tietai entered the market with technology validated in live clinical production and a 2.5-million-euro seed round. Roberto Cruz previously directed Willem at Idoven, analyzing 1.25 million hours of ECG data across 49,000 patients. David Rey Blanco brought two decades of data leadership from Idealista and Equifax. On standard benchmarks, their MDIA agent outperformed both medical consensus and ChatGPT for Clinicians on OpenAI’s HealthBench across 525 real clinical cases.

Algorithmic precision alone does not move healthcare. Hospitals do not buy isolated models; they buy risk containment. Their operational bottleneck was never AI capability, but fragmented infrastructure like legacy Mirth engines, HL7v2, and PACS, alongside regulatory uncertainty under MDR and EHDS. The challenge was applying lossless compression to this technical density: moving past code explanations to define an infrastructure category that clinical, technical, and security leaders could adopt with confidence.

From single-task tools to core infrastructure

The audit revealed the same friction across three fronts: clinicians losing three hours daily to paperwork, IT teams stalled by months of custom integration, and innovation leads trapped in pilots that never reached hospital wards. Measured against MDR, GDPR, and EHDS requirements, the diagnosis was clear: healthcare's bottleneck is not AI models, but fragmented core systems.

We shifted the strategy away from single-task applications. Tietai needed to operate as the hospital operating system. Solving normalization, interoperability, and compliance once at the base layer enables any clinical workflow or agent to inherit that foundation without friction or custom code.

Turning technology into clinical autonomy

To move past AI hype, we steered Tietai away from conventional model catalogues. We defined a proprietary category: The Healthcare Execution Platform. We brought computing's exec command to healthcare operations: an active trigger that turns technical logic into live hospital execution. Tietai does not serve as passive storage or legacy middleware, but as the infrastructure where data, workflows, and agents run under guaranteed European sovereignty.

This architecture gives control back to healthcare institutions. By absorbing integration and governance complexity at the root, hospitals break free from closed vendor ecosystems. The Article 5(5) MDR framework empowers institutions to build and deploy in-house clinical workflows with immediate legal backing. Software stops acting as an administrative barrier and recedes into invisible support, returning focus to the patient's bedside.

Technical certainty as a business asset

Strategic compression turned technical complexity into a decisive competitive advantage. By establishing the Healthcare Execution Platform and resolving regulatory burden at the foundation, Tietai stopped competing for attention in a crowded algorithm market to position itself as critical infrastructure. Value shifted from speculative pitch decks to measurable outcomes: operational certainty and institutional sovereignty to bring clinical innovation into live production.

This market stance demanded an equivalent brand expression. Strategic clarity set the baseline for a verbal, visual, and digital identity built with the same restraint and authority. The brand had to project immediate institutional trust, stripping away ornament so technical precision speaks for itself.

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Validation of our approach.

TFS HealthScience

The challenge
Transform a sprawling, outdated website into a clear, scalable B2B channel designed to accelerate technical trust with sponsors.
The solution
Redesign the architecture, content, UX, and interface to create an accessible, autonomous B2B platform built to convert.
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TFS HealthScience

The challenge
Translate TFS's new positioning into an identity that projects scientific authority without sacrificing warmth or humanity.
The solution
Create a verbal and visual system based on PROOF & PULSE and Continuous Protection, defined by Nordic rigor, clarity, and a human pulse.
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TFS HealthScience

The challenge
To ensure the brand reflects 30 years of evolution, scientific authority, and a clearer global value proposition.
The solution
Transforming roots and real capabilities into a more assertive, unique, and relevant position for the sponsor.
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Plenit

The challenge
Propelling Jotelulu with an international brand that reflects its evolution from a cloud provider to an operational platform for the IT channel.
The solution
Creating Plenit: a strategic, verbal, visual, animated, and digital brand to express its new scale to the IT channel.
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SCImago

The challenge
Highlighting the true value of SIR as an evidence-based diagnostic tool and communicating the public availability of its 20 indicators.
The solution
An evolution of the brand platform's narrative and visual identity, along with a website optimized for filtering and querying a high volume of data.
See case
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