Background
Philips has shifted its focus to healthcare...
By moving away from consumer electronics and lighting towards the healthcare industry, Philips has changed its positioning in the market.
Apr. 2018 -
Jun. 2018
Natalie Brik, Marina Daviu, Micha Dijkhuizen
Philips
Brand strategy
Marketing execution
Motion design
MyHealthJourney (MHJ) is a brand new health-surveilling platform, designed by Philips. The main purpose of the product is to disrupt the current bureaucratic healthcare system and put the power into the hands of the consumer while transforming reactive health care to preventive and proactive health care.
The aim of this project is to create a distinctive brand positioning and a successful launch strategy for Philips MyHealthJourney.
This animation was created to be one of the promotional executions for MyHealthJourney.
By moving away from consumer electronics and lighting towards the healthcare industry, Philips has changed its positioning in the market.
This made Philips change their brand DNA as well.
Although the focus is still on innovation, the
purpose is now putting the consumer first and making life easier through technology. A brand DNA for
MyHealthJourney (MHJ)
will be created and aligned with Philips’ brand DNA.
4C analysis includes four aspects: customer, company, context and competition. By accomplishing these four analyses, we can discover the threats and opportunities when MHJ enter the market.
The response from the questionnaires consisting of 85 previous patients has turned into the customer journey, which served us to identify the most important touchpoints to develop our strategy.
It is also important to highlight that patients want to be better educated in healthcare, specifically when it comes to their own health. As functional benefits for consumers, PHR (Personal health record) is a way to save money and time. It is easier for them to provide the info when needed, for example while visiting a new doctor, traveling or emergencies (Activdoctors, 2015).
Customers already know Philips, the company is also already present in the field of healthcare. MHJ should empathize the integrative function it offers to support in the complex healthcare system. Philips should also make use of its known brand in healthcare to beat the competition.
The main insight is that the PHR needs to create clarity for the customer, as this is one of the current issues among data in a hospital environment.
The second big insight is the competition is broad, none of the existing PHRs is able to provide the services with such a reliable and known brand as Philips can.
Morevoer, the third insight indicates that the features of PHRs are highlighted but this is not effective in gaining trust from customers.The emotional benefit should be targeted to go past the feature-focus.
The purpose of MHJ has been derived from the information collected by the analysis. The found outcome was that patients or users are looking for clarity, they are in need of an overview, which will guide them through their journey.
Key Message
By means of the key message, MHJ is able to convey their main goal. Help people in their treatment process by providing them clarity.
The aim of this new customer journey is to compare the different changes that take place in order to see the potential benefit for the customer.
In order to achieve this goal, different steps of consumer perception of MHJ have been defined: awareness, familiarity, trustworthiness, personal assistance and information.
Regarding the branding, this strategy puts emphasis on Philips as the main brand since it’s more trustworthy and reliable; highly important factors in the field of healthcare.
After a patient makes an appointment with their doctor, the patient will receive an email with the information of the appointment and also a banner inviting the customer to join the platform
This new aspect of the waiting room a visual impact wil lbe created. People will be curious about why the waiting room looks like this and be triggered to take action.
The animation will be shown in the waiting room as well. In addition with the jungle decoration in the waiting room, which aims to create a visual impact on the customers, a tablet will be installed in the waiting room. Since they spend a lot of time in the waiting room, it is a good moment to start using it and exploring the benefits of MHJ.
After the appointment with the doctor, the doctor will give a business card to the patients promoting the platform, inviting them to check their results and all the information of the appointment.
With the help of an animation, the concept will be conveyed in the waiting room. An animation was chosen as it supports branding: creating clarity. The problem is shown in the animation using a metaphor of a jungle.
As the aim is not to hire additional personnel for this service, so the secretary behind the information desk will be informed about the platform to assist and inform customers if they have any question.
Almost every touchpoint of this strategy has been already designed. For this reason, the implementation can be done fast, starting the pre-launch in August 2018.
The launch of the strategy will start in September 2018. As figure 17 shows, the touchpoints that are associated to a department have different launching periods. It has been assigned a difference of two weeks for every department in order to have enough time to make adaptations in case unexpected events take place.
Almost every touchpoint of this strategy has been already designed. For this reason, the implementation can be done fast, starting the pre-launch in August 2018.
The launch of the strategy will start in September 2018. The touchpoints that are associated to a department have different launching periods.It has been assigned a difference of two weeks for every department in order to have enough time to make adaptations in case unexpected events take place. Furthermore, this slight delay on the introductions will create longer lasting impact compared to implementing every department at the same time.