Philips realised that hospital staff had to repeat many of the scanning procedures on patients. In order to reduce the amount of repeated examinations, Philips created a scanner where patients could create a relaxing ambience during the scanning procedure.

Philips used ethnographic methods to explore and understand the emotional experiences of patients – adults as well as children –whom were being scanned. Patients, their family members as well as medical staff were included in the qualitative and cooperative research which examined needs, values and experiences throughout the care cycle.

The researchers discovered that the users experienced high levels of discomfort and anxiety while being scanned. Users felt that they had no control over the cold clinical environment, and the machinery was loud and intimidating, making it difficult for them to relax.

Philips created the Ambient Experience Suite which allows patients to personalise their environment during the scanning procedure and wrap themselves up in a relaxing ambience using integrated architecture, design and enabling technologies such as sound and lighting. The combination of these sensory stimuli makes the room with the scanning equipment appear bigger, reducing sensations of claustrophobia, and potentially reducing the need for sedation and repeat examinations.

The new scanner helps procedures progress more smoothly, making the clinician’s job easier, and increases the patient throughput. Since 2005, 50 hospitals worldwide have installed the Philips Ambient Experience.

In this case, Philips succeeded in creating a new solution without the use of new technology. This will often be the case in the future. However, even though new solutions will sometimes demand new technology, the technology may not be the innovative element or the driver of innovation. The technology will be an enabler of new solutions or new applications that can be used for better solutions.

Source: ReD Associates, 2009.

For more details on this case, contact FORA at FORA@newnatureofinnovation.org.