Category-Healthcare
Unravel the semantics of an online diagnostic centre amongst key stakeholders by understanding evolution & shifts in the industry.
The Challenge
The brief demanded to comprehend the cribs & frustrations with existing norms while decoding what makes “Trust” in the minds of the consumer to adopt a new diagnostic brand either online or offline.
The Approach
We undertook 5-city research and DI’s with TG including patients, doctors and phlebotomists. The idea was to comprehend the “how” of the decision-making process involving influencers, what triggers medical checkups, brand choices & frequency of visits etc. This was followed by concept testing of their new model of diagnostic service with live tracking, on the go service & trust parameters on credibility & relevance.
The Impact
We suggested to build stringent processes that build trust with consumers. So be it ONLY doing tie ups with partners with NABL certifications or human behaviour training for phlebotomist to build perceptions of care coming home (believable not lip service) . The new brand archetype & incentivized model with freedom to choose gigs for phlebotomist was also recommended.