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Philips

Positioning a Point of Care solution in the Emergency Room

Challenge

positioning of a point of care blood test in the ER

Impact

a new target group for introduction

Philips Medical developed a handheld blood test to use in ER and other acute settings and was looking for insights to develop its European launching campaign.

We took a phased approach – first exploring opportunities for the test during work place interviews with health care professionals in the UK, Germany and the Netherlands. The results were shared in a workshop, after which we had a strong basis to conduct multidisciplinary group interviews in each country; to understand the rational and emotional triggers and barriers on how the device would change current processes. And of course how Philips should respond to this.

The output of the first research phase showed that the ER setting and the identified stakeholders were very difficult to target.  In close cooperation with the Philips team,  we renewed the complete research set-up for the second phase. The methodology, target group and research set-up were all adapted according to our new insights. This flexible approach helped us to identify a different target group and a strong message, allowing Philips to optimise their launch strategy for this type of point of care solutions.

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