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The prevalence of advanced imaging techniques and corporate medical business models symbolize the detachment of doctors to patients. Stethoscopes are a physical conduit to connecting with the patient and are a metaphor that the doctor is listening to the patient.

Personalized Medical Care, LCC is an innovative medical practice in Connecticut that combines functional and traditional medical practices. The doctors are available 24-7 and spend quality time with each patient in order to be able to treat them as a whole. The identity is meant to be fun and approachable, reflecting the environment of the practice itself.