Health AG has made a name for itself as a financial provider for dentists. Now, the company aims to digitize their management. To this end, Health AG employed a novel approach in the industry – it involved its target group in product development. This revolutionary approach laid the foundation for a new design that is modular, digital, and dialogical. At IDS 2017, Health AG translated the approach into an extra-long, interactive ‘kitchen table.’ This eye-level communication defines the company: as listeners; as empathetic; and as creators of intelligent and reliable solutions.