Step out of the office and into the field. See firsthand what patients, families, and care teams experience as they journey through your organization.
Behind the numbers, clinical data, and financial demands of healthcare organizations are the real human stories of your employees and consumers. Learn what matters most—from their vantage point.
Gain a deep, authentic understanding of patients and providers through firsthand documentation and reflection. Equip users with tools to capture their experiences as they unfold.
Build relationships by developing solutions together. Learn firsthand how the user wants to experience your healthcare product or service by engaging them in its design.
Thinking through the experience of healthcare patients and providers can lead you outside of the 4 walls of the hospital— a valuable path to walk down. To truly enhance the health and wellness of your community, begin by understanding their journey.
See the world through the eyes of users—what drives their actions and interactions with your healthcare organization. Build personas to envision and understand patients, providers, and caregivers through a human-to-human lens.
Individuals navigating your health system are unique— with their own preferences and goals regarding communication, technology, and personal health. Set them up for successful engagement with your brand.
Mapping the interactions patients have with clinical and non-clinical staff sheds light on your organization's intersection with its users. Examine what goes on ‘behind the scenes’ to substantiate the services your organization provides.
So often we infer what patients think and feel based on our own experiences. Challenge yourself and others to suspend judgment—listening instead with your eyes. Slow down and be present—what details have been overlooked?
A Day in the Life
Consider the daily lives and experiences of all players within a healthcare exchange— from patients to providers. What happens outside of the four walls of the hospital will inevitably impact what goes on inside.
Dedicate a space in your office (or ‘studio!’) as a reminder of your individual and collective purpose for pursuing healthcare. What drives you and your team to engage in the work that you do? Creating a visual reminder can fuel inspiration and remind us of our purpose.
Anticipating how patients, providers, and caregivers will behave in healthcare interactions enables proactive design and the improvement of experiences.
Healthcare services and experiences are made possible by an intricate network of support from individuals and teams across the hospital, health system, and communities they care for. Map the roles, goals, and responsibilities of stakeholders to identify ways to streamline efforts and enhance outcomes.
When it comes to improving patient experience and driving engagement, look outside of healthcare to glean fresh insight and compelling inspiration. Explore successful (and unsuccessful) strategies for engagement across other industries.
The Five Whys
A schedule packed with meetings and looming deadlines is the norm for healthcare marketers and strategists. However, taking a few steps back to reflect and reconsider the work at hand can prove beneficial.
Recreating walk-throughs of healthcare experiences can shed light on missed opportunities for improving the quality of interactions. Step into the shoes of a patient, provider, or caregiver, and react from their frame of reference.
Rethink how your community engages in their health and wellness. What are all of the vehicles for interaction? Challenge your marketing and strategy teams to think beyond the typical.
Explore the current state of healthcare experiences, with patients, providers and caregivers to identify possibilities for improvement. Envision the ideal state from policy to pharmaceuticals—constraints aside.
Playing through varied experiences can offer valuable insight when testing and refining possible healthcare products, processes, or services. Use scenarios to validate your approach to enhancing engagement with patients and providers.
During the discovery phase or research process, insights emerge from a range of places. Keep project purpose and key objectives posted in a dedicated space within your office to map emerging insights.