Service design in healthcare: a segmentation-based approach

Purpose The study aims to explore how segmentation as a methodology can be adapted the healthcare context provide more nuanced understanding of served population and facilitate design patient-centric services. Design/methodology/approach was based on collaborative project with national organization following principles action research. describes quantitative performed during project, followed by qualitative interview segments correspond patient behaviors in an actual setting, service workshops facilitated segments. A number are outlined learnings project. Findings approach increased variability within provider considered effective foundation for modular design. Patient characteristics life circumstances were related specific patterns health behaviors, such avoidance or passivity, persistent proactivity. These influenced patients' preferred value co-creation role what type support patients sought from care provider. Practical implications proposed is immediately generalizable further contexts similar services: improved patients, vulnerable particular, improves fit inclusivity Originality/value demonstrated large-scale context. allows providers options that improve individual needs autonomy. results illuminate influence behaviors.