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This study explores the brand experience structure of digital healthcare platforms in Korea. Six platforms from three categories—health management, wellness-beauty, and telemedicine—were analyzed using six brand experience dimensions: sensory, affective, intellectual, behavioral, trust, and personalization. The results show that each platform type exhibits distinct brand experience characteristics. Health management platforms emphasize behavioral and personalization experiences, wellness-beauty platforms focus on affective and behavioral experiences, while telemedicine platforms highlight trust and intellectual experiences. The findings suggest a common brand experience structure centered on behavioral continuity, trust building, and personalization. This study provides a basis for future platform branding and User Experience design.