MEDICAL IMAGING REIMAGINED Jackie McAtee

VP Marketing & Customer Experience

Who we are?

Who we are:

Mayfair Diagnostics: radiology.ca

Medical imaging company, based in Calgary, Alberta, Canada.

450 employees, 50 radiologists, 13 clinics, remote radiology.

Majority of exams are covered by the Government (patients do not pay).

Our customers:

B2C: Patients – require a medical requisition for exams.

B2B: Physicians – doctors who order diagnostic exams.

Western Canada

The What

The health care industry is rapidly evolving, and this transformation requires that providers, including medical imaging clinics, reconsider their approach to the patient experience to remain relevant and viable.

To improve the quality of its service and maintain leadership in the field, Mayfair Diagnostics embarked on a bold mission to re-imagine the medical imaging clinic of the future.

“We will push the boundaries of what is possible within the realm of

diagnostic imaging. We will go places we haven’t dared to explore in the

past, from the perspective of service delivery, patient and referrer

experience, understanding our markets and investment in our people.

We are ready to be different.”

Letter from the Chair, Focus,

Issue 04 – Winter 2015

The What

Health care had forgotten it was in the service business.

Patients were comparing their health care experience to the services they were getting in retail, hospitality and other industries.

Health care is failing patients – not medically, but from a service perspective.

It’s about efficiency, process and not the human element of what we are doing.

Source: 2016 GE Healthcare Camden Group: The State of Consumer Healthcare: A Study of Patient Experience

The Objective

To co-create an innovative medical imaging clinic of the future that:

1. Provides a tailored and caring patient experience in a safe and welcoming environment.

2. Advances the strength of the Mayfair brand.

3. Transforms the culture so employees feel engaged, valued, inspired and empowered to make continuous disruptive innovations.

The How

The approach (Big Talk) brought together patients, employees and physicians in an effort to understand needs, identify opportunities and imagine a new future for medical imaging.

PATIENTS

EMPLOYEES PHYSICIANS

Customer journey map – built with patients

The How

We co-created the experience with patients, employees, and doctors.

Identified the pain points for customers and mapped the patient journey.

Helped our employees understand the entire customer journey,

- not just about the exam room.

Executive sponsor: VP Marketing & Patient Experience.

Worked with C Space to design the co-creation workshop (Boston, New York, San Francisco, UK, China).

Engaged employees from all parts of the organization.

Three radiologists (and business owners) participated.

Full-day off-site workshop with curated activities designed to find the best solutions to the biggest problems.

The How

Nine big ideas

1. Operational innovations: Opportunities to improve the way we service patients.

2. Environmental innovations: Opportunities to improve the way our physical space serves our patients.

3. Digital innovations: Opportunities to improve the way we communicate with our patients.

The How – Defining Moments

The How – Clinic Design Guidelines

The How – Digital Roadmap

Radiology.ca is more than an exercise in great design.

The website is part of Mayfair’s digital transformation, and strategic priority to be a market leader in the digital space.

The website is only the tip of the iceberg.

Behind the design is a purpose built Digital Patient System (DPS) that provides the mechanism to securely communicate with our patients.

Tips. Lessons Learned. Pitfalls to Avoid.

Good ideas are everywhere:

On the top of your mind, at the tip of your tongue. It’s not difficult to find good ideas.

The difficult part is finding a good idea that works, for your business, as well as for the people you serve.

Brings companies closer to their most important stakeholders in order to co-create good ideas that work.

Working with customers ensured they were trusted partners, not just respondents.

Ongoing commitment:

Keep talking about what you are doing, keep leading by example and keep engaging others in the process.

Relationships are the source of results.

Consumer collaboration: Believe in success:

We came up with the idea in conversation as one does. But in any other part of the world, what would have happened next is we would have talked ourselves out of success. Bill Walshe, CEO, Viceroy Hotel Group

Results To Date

NPS: 86% average for Q1/2017 (compared to 83% average across all other clinics).

From the moment I walked in I was treated warmly and well. The facility is welcoming and absolutely lovely. The technicians were professional and very competent. I knew that I was in good hands. I have gone to many other locations throughout Calgary and live in the South. This facility is a 45 minute drive but the peace of mind that I experienced is well worth the drive. I won't go anywhere else as my other experiences were total opposites from the wonderfully warm and caring one that you have! Congrats and see you again.

Staff were very courteous and inviting. My nurse was very gentle and kind. She made my uncomfortable appointment less awkward. The facility itself is very warm and welcoming. I will definitely book future appointments at this location.

Your offices are by far way more professional, no disgruntled staff, beautiful facilities. It was a great experience.

Co-created clinic

All other clinics

More Information?

Mayfair is a medical imaging company that provides clarity to patients about their health. Visit Radiology.ca for more information and to see How we make a difference.

C Space is a customer agency that solves business challenges from the customer’s perspective. Visit cspace.com and check out the customer centricity podcast Outside In, to hear from customer experience leaders from Marriott, Citi, LinkedIn, and more.

Videos:

Big Talk Workshop

https://www.youtube.com/watch?v=POFgnPREQnU

Final Result – Next Generation Clinic

https://www.youtube.com/watch?v=m6l4GwztD0M

Articles:

http://www.huffingtonpost.ca/jackie-mcatee/transforming-patient-experience_b_11877772.html

http://customerthink.com/designing-empathy-into-the-patient-experience/

https://www.linkedin.com/pulse/four-step-process-take-patient-centricity-from-idea-reality-franke