Client context

Philips Design wanted to better understand how ‘premiumness’ of healthcare services is perceived in a particular country, and if their high-end digital services could fit there.

What we did

We looked at the question from two angles.

• First, we spoke with doctors, hospital managers, and other professionals to learn how the market works from the inside.

• We also gathered information about other ’premium’ services, outside a strict medical context (e.g., cosmetics or hair-care, but also other, broader professional services).

• Then we conducted a series of contextual interviews with people themselves, asking about their current healthcare choices, their feelings toward premium medical services, and what ‘premium’ even means in their culture. ‘Contextual’ means that we actually visited their real-life contexts, like homes or points where they interact with services.

• We combined all our insights into a set of detailed personas, each representing a certain type of attitude toward luxury and healthcare. In addition, we compiled a future service map - a detailed picture of how premium digital healthcare could be introduced and adapted for this market.

Results

The study led to a better understanding of this segment and, in turn, to the creation of new concepts (and ways of communicating
about them) that would be welcomed by the market.