The person before the profession. The strategic direction for TRU goes beyond treatment and celebrates the common human connection between every individual. In so doing, the TRU brand breaks down the barrier between doctor and patient. This highly customer-centric approach was brought to life across every touchpoint and, in many cases, completely redefined standard practice. The brand name, TRU, is an acronym for ‘the real you’. In both its full and acronym form, the brand name perfectly embodies the brand strategy.