Page 63 - Eve McCabe

TARGET CUSTOMER UNDERSTANDING

CUSTOMERS GOAL AND BRAND ESSENCE

KEY BRAND BENEFIT

What it does for me ? What is it?

Accepted Customer Beliefs; - Monitor heart rytheme - Record data for physician
1. The proccess of discharging from hospital into - Monitor blood pressure - Gives reasurance vitals

secondary care/ home can feel sudden. - Record data for physician are okay
2. It is a lot of information at once on how to take - Portable, easy to use - Portable, handheld
care of yourself. Hard to retain the information and set up - A way to Monitor Vitals
when you are sill feeling unwell (recovering) - Allows me to leave the - Promoting at home

3. Go from being monitored by medical house and reasures me heath care
proffessionals to home, which can feel like if I need it while out
loosing support, reasurance and can - Promotes independance
lead to stress.

4. A lot of misscommunications happen at this
time and can feel like you are lost in the Personality
system while waiting for follow up appointment Confident
5. Hard to identify post-acute care needs, when Calm

the discharge proccess seeminly happens to In control
the patient and not with the patient.

Customer Insights;

Consumers would like to have continued
reasurance and support for a grace period at
home. Support is empowerment, freedom and
vital to the users well being when recovering. How it Makes me Look ? How it Makes me Feel?

Reasons to Buy; - Collected
Gives reasurance to the user, able to immediatly - Empowered - Empowered

check vitals and not have to stress for a long - Actively involved in my heatlth - Calm
period to waiting to see a physician. - Tech Savy - Reasured
Supports the patient to become involved in their - Efficent, organised - Confident
care plan. They can give physicians recorded - Structured - Fit and Healthy
info. Improves their confidence in being at home - Supported by doctors, nurses

and their sense of agency in their own health