How Service Design Thinking Supports Internal Brand Building Within Organization: A Case Study of Co-design Experiments with Medical Business Domain

Abstract

This paper aims on the transition of brand awareness in organization through service design thinking. The current local healthcare policy and system are not capable to provide patients with comprehensive service and information. Accordingly, this emerging medical business shows reflection from authorities about brand construction which claims an opportunity to improve service system for user’s needs. New methodologies, deriving from service design thinking, are discussed through a long-term case project which demonstrates the progressive actions of implementing an innovative research framework, combined with service design tools and internal branding perspective. The research investigates an exploration of enhancing internal brand building inside organization through empathy and service design thinking, which aims to reach an agreement in manageability with brand communication externally. The discussion focuses on the interaction leading by service designer between employees and decision makers, highlights the form of service design thinking from engaging to rethink empathically. The work concludes that service design thinking is an approach to build brand internally and it will improve efficiency of branding in design research on medical business, as reference to brand strategy, service design or business model innovation.