Redesigning the patient experience
I recently attended an event run by the AIGA. The speaker was Alan Chochinov, chair of the new MFA Products of Design at the School of Visual Arts.
One point of discussion revolved around a project he had given his students. He asked them to look at Prosthetic devices, noting that their design (not functionality) hadn’t really changed much in forty years. What is available pretty much comes down to two options; either a mechanical looking device or a very expensive device (upwards of $30 – 40k) that is fabricated to look like a human limb. So unless you are wealthy the second option is really not an option.
The design students, most of whom were graphic designers, came up with solutions that went beyond being able to use the limb.
One student create a bunch of designs to look like bracelets that went all the way up the arm. They were reminiscent of costume jewelry. Someone else came up with fabric covers. Think of them like gloves or knee socks or tights. Depending on your mood or outfit for the day, you could change colors, or patterns. These approaches clearly drew their inspiration from the emotional connection we have with fashion.
One of the most brilliant solutions was for kids. The designer created an arm prosthetic out of a colorful, bendable material that looked like a fun toy wrapped around the arm, but it also had an extension in the shape of a sword. From personal experience I know that young boys between the ages of 3 and 13 love to play with swords. It was probably my son’s most favorite souvenir from every gift shop we visited. Kids who have a prosthetic arm can’t really hold a sword. Not only did this design solve that problem, but this kid could end up being perceived as cool for having a sword that normal kids wouldn’t be able to acquire. The social implications of this idea is enormous.
What these design solutions have in common is that they change the patient’s emotional experience into something they have some control over, allowing them to personalize it and connect with it.
So how can we as marketers apply design thinking to enhance patient experience? I’m sure I’m not the first person to think of this, but redesigning the hospital gown would be a great start. While there have been some strides made in this market, I’ve yet to be at a hospital or doctor’s office where they’ve instituted a change. And while we’re at it, wouldn’t it be great if the patient had a choice of color, or pattern on the gown they were required to wear?
What do you think we should redesign in the hospital environement? I’ll put together a top ten list from your responses.
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