PRESENTS: USING DESIGN RESEARCH TO INFLUENCE...

PRESENTS:

USING DESIGN RESEARCH TO INFLUENCE

HEALTHCARE EXPERIENCES

ORTHOPEDIC FOOT & ANKLE CENTER

T H E C L I E N T :

• Independent

• Experienced

• Innovative

• Driven

• Curious

where will you go...

for complete foot & ankle care? our experienced

team is

innovative & compassionate

about patient care

HOW DO WE MAKE PATIENT EXPERIENCES BETTER?

T H E A S K :

WHAT REALLY NEEDS FIXED?

D E F I N E P R O B L E M :

P h y s i c i a n p e r s p e c t i v e

M i s s e d a p p o i n t m e n t s

N o n -c o m p l i a n c e

C o n f u s i o n

L a c k o f a w a r e n e s s

N e g a t i v e r e v i e w s

WHAT REALLY NEEDS FIXED?

D E F I N E P R O B L E M :

L o n g w a i t t i m e s

D i d n ’ t l i s t e n t o m e

Q u e s t i o n s n o t a n s w e r e d

W h a t ’ s n e x t ?

D o c t o r w a s r u d e

P a t i e n t p e r s p e c t i v e

FIX THE SERVICE PROBLEMS.

D E F I N E P R O C E S S :

r e s e a r c h o u t c o m e s

•“Secret shopper” blind patient experience

•Patient surveys

•Staff/physician surveys

•Online reviews

•Other physician office analysis

Use design-thinking to develop a

framework for solving the problem.

Pull in data to inform & validate decisions.

a n a l y z e d a t a

•Review research results

•Analyze dashboard data

•Manual data from front desk appts.

•Identify low hanging fruit or items with the largest impact

•Balance with budget needs & implement times

i m p l e m e n t u p d a t e s

•Pull in team members and make changes to the practice

WALK IN THEIR SHOES

R E S E A R C H :

“Secret shopper” patient walk-through

GATHER DATA

START TO SEE PATTERNS EMERGE IN THE RESULTS

R E S E A R C H :

•Patient surveys

•Staff surveys - receptionists - check-in - clinic/X-ray/MRI - surgery scheduling - billing - administration

•Physician surveys

•Referring physicians

•Online reviews

•Competition analysis

TRY TO SORT IT OUT. JUST TRY.

A N A L Y Z E :

S o m a n y I t e r a t i o n s .

Of course all the data seemed to overlap in areas where I wanted

it to be neatly organized.

A N A L Y Z E :

WHAT DOES ALL THAT DATA LOOK LIKE VISUALLY?

A N A L Y Z E :

Urgent/Injury

Accidents, sports med, strains, sprains, etc.

Deformity

Hammertoe, bunion, pronation, etc.

Systemic

Arthritis, diabetes, chronic pain

PATIENT TYPE

Team TrainersUrgent CareEmergency Department

Primary Care PhysicianNon-surgical PodiatristAdvertising/Self-diagnose

Primary Care PhysicianVascular/Specialty PhysicianAdvertising/Second-opinion

REFERRAL

WEBSITE NO MATTER HOW THE REQUEST

COMES TO THE OFFICE

ALL PATIENTS MUST

EVENTUALLY SPEAK TO A

PHONE OPERATOR

23%

FAX

36%

PHONES

41%

SCHEDULING

A N A L Y Z E :

APPOINTMENT

WAITING ROOM

TIME SPENT: INTERACTING WAITING

CLINIC ROOM

X-RAY

3

104

SURGERY SCHEDULE 415

24

CHECKOUT 13

IF MRI IS REQUIRED, PATIENT WILL NEED TO

SCHEDULE A NEW APPOINTMENT

DIAGNOSIS

62% SURGICAL

38% NONSURGICAL

WHAT DOES IT SHOW?

• Showed a need for consistent clinic protocols

• Defined areas for market outreach

• Gained knowledge on surgical volumes per diagnosis

• Showed bottlenecks and lag times

O U T C O M E S :

GREAT SERVICE DESIGN BLUEPRINT, BUT.....

M I S S I N G S O M E T H I N G :

HOW DO WE MAKE PATIENT EXPERIENCES BETTER?

FIND THE EMOTIONAL PROBLEM.

R E D E F I N E P R O C E S S :

r e s e a r c h p a t i e n t

• “Secret shopper”

blind patient

experience

• Patient surveys

• Staff/physician

surveys

• Online reviews

• Other physician

office analysis

a n a l y z e d a t a

• Review

research

results

• Analyze

dashboard

data

• Manual data

from front

desk appts.

o u t c o m e s

• Identify low

hanging fruit or

items with the

largest impact

• Balance with

budget needs &

implement times

i m p l e m e n t u p d a t e s

• Pull in team

members and

make changes

to the practice

•What makes patients non-compliant?

•Why do they get scared in the office?

EXTERNAL RESEARCH

P A T I E N T F O C U S :

MAYO CLINIC systems thinking + ethnography + design

STEELCASE HEALTH insights & applications for empathetic

healthcare spaces

ADAPTIVE PATH quantitative/qualitative + storytelling +

using the artifacts

1. What makes patients non-compliant?2. Why do they get scared in the office?

INTERNAL RESEARCH


1. What makes patients non-compliant?2. Why do they get scared in the office?

PATIENT ONE-ON-ONES new questions/approach

CHECK-INS discovering insights by listening

EXPERIENCE > DISEASE

THE EXPERIENCE OF GOING THROUGH TREATMENT IS PERCEIVED

TO BE WORSE THAN EXPERIENCING THE DISEASE

THE CONSEQUENCE OF KNOWING THINGS

ILLNESS IS ISOLATING

If you know something about your health, you are obligated to do something about it. Even ignoring it is action.Action is scary.

People are afraid of beling branded imperfect or low- functioning. They are afraid of being ostrasized.

People become atypical in behavior when confronted with the possibility of being isolated, judged, or a burden.


EMOTIONS DRIVE BEHAVIORS, BEHAVIORS CREATE HABITS

WHEN PATIENTS BEHAVE ATYPICALLY & DEVIATE FROM

EXPECTATION (RX, THERAPY, TREATMENTS), THEY FEEL GUILTY.

GUILT CREATES A RABBIT HOLE OF FUTURE PROBLEMS.

Create a meaningful experience to surprise and jumpstart new behaviors.

BREAK THE FEEDBACK LOOP

TRUST | ACCEPTANCE | UNDERSTANDING


SERVICE DESIGN BLUEPRINT/EXPERIENCE MAP

O U T C O M E S :

• Showed a need for consistent clinic protocols

• Defined areas for market outreach

• Gained knowledge on surgical volumes per diagnosis

• Showed bottlenecks and lag times

• Fear of knowing, being responsible

• Fear of the unknown, uneducated

*212

O U T C O M E S :

IMPROVING PATIENT EXPERIENCES

I M P L E M E N T A T I O N :

• Informative & engaging content digital/collateral

• Implement standard protocols

• Update physician outreach materials

to schedule an appointment:call 614.895.8747 or go to orthofootankle.com

where will you go?convenient locations mean recovery is closer than you think.

Dr. Hyer is a nationally known foot and ankle expert right here in central ohio. in addition to training residents and fellows in foot and ankle surgery, he actively educates surgeons from around the world. He knows that many conditions can be managed non-operatively, and only offers surgery when it’s the best option to relieve pain and correct deformity.

Comprehensive Care:- ankle fractures & sprains - sports injuries- charcot foot reconstruction - Foot & ankle arthritis- total ankle joint replacement - achilles tendon disorders- bunion correction - toe & forefoot pain- stem cell therapies - cartilage injury

Christopher F. Hyer, DPM- board certified in reconstructive Foot & ankle surgery

- Fellowship trained

advancing

patient care

Westerville Medical Campus300 Polaris Pkwy., Suite 2000Westerville, OH 43082fax: 614.895.8810



• Increase receptionist staff for making appointments

• Reassess physical space X-ray beds, registration/check-out



• Personalized Path handout reduce: fear of what’s next, missed appts, call-ins

QUESTIONS?

Y O U

THANK YOU

A D D E N D U M :

S P E C I A L T H A N K - Y O U :

R E F E R E N C E S :

L I N K :

Lorna Ross, Mayo Clinic: https://vimeo.com/110204910Adaptive Path, Mapping Experiences: http://mappingexperiences.com/Steelcase Health: http://www.steelcase.com/discover/information/health/#insights

Find this presentation online at: http://herringbonestudio.com/HealthcareJourneyMap

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