 PHR Identity |  |
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HealthMate
PHILIPS
Consumer Research I Roadmapping I Branding
Objective Tailor a personalized Brand Strategy
Design a brand launch strategy for a new Personal Health Record system. Which intends to provide users the ability to take control of their health.
CUSTOMER JOURNEY MAP
By mapping the daily activities of a patient, main insights regarding how the glucose levels behave, and the way a healthy diet has an impact on their wellbeing were undercovered.
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THE BRAND DNA
The re-branding process started by redefining the purpose of the intervention, the target group and the way in which patients can feel connected with the PHR.
The Brand DNA is depicted in this image and it is composed of three key elements: Purpose, personality and positioning.
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THE LAUNCH STRATEGY
The strategy is deployed in three phases which are as follows: Awareness, Launch and Expansion. It is first introduced in one department and once the expansion finalizes, it is deployed to the whole health organization.
Awareness
Increase interest in the PHR by creating a social media campaign that resonates with the target group (20 to 40 year old adults diagnosed with type 2 diabetes) within their preferred channels.
A video per activity
Exercise tracking, diet tracking,
and medical tracking.
HealthMate-Exercise
Floor graphics in their context
Health centers and hospitals were patients spent a considerable amount of time. A course throught their journey was setup using graphic pieces as hints to achieve a health-related goal.
In the example, the piece is setup in the stairs of the facility, once the patient arrived to the next floor by using their mobile, were able to see the amount of calories burnt.
Website
Accompanying the intervention, a website is launched as a means of extending information regarding features and functionality.
LAUNCH
The second phase, intended to turn the initial consideration interest into action, getting and using the product.
EXPANSION
The third phase, aimed at extending the reach outside the target group, adding a community of users that spread the value of use through the website.