HOW DO YOU SWAP COMMODITY FOR SPECIALIZED?
MOVING MEDICAL-GRADE BEYOND MASS MARKET
Planar’s flat panel displays have become ubiquitous in hospitals around the world. And that’s part of the problem: customers figure a screen is a screen, and often buy the cheapest consumer model they can find. THRIVE* stepped in to change this mindset, helping Planar create a differentiated product that spoke to the needs of medical providers and helped them see the unparalleled value in products made just for them.
DO THE ROUNDS
Screens designated for patient care must be healthcare compliant, but that makes them expensive, so many hospitals minimize costs by buying consumer models. Three hospital areas, however, couldn’t afford not to have specialized equipment: radiology, hallway workstations and patient rooms. We spoke in-depth with stakeholders and spent a lot of time shadowing staff to see what could make a big difference in these departments’ day-to-day screen usage.