As a Strategic Innovation Team within the R&D Department, we were tasked to look at the emerging market and understand the needs of our customers so as to plot potential business opportunities. Driven by the core business of the company and initial strategic marketing activities, we decided to look at the China Outpatient Landscape in class 2 and 3 hospitals in China tier 1 cities. Specific hospitals were later identified to be the focus of the ethnography research.

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Typical baseline patient journey flow was done for 3 different types of outpatient journey namely, paediatric hospital outpatient, general hospital outpatient and cancer hospital outpatient before heading down to the hospitals to do stakeholders interviews and contextual observations.