Starting with a Strategy
To help the client establish themselves as a role model for healthcare systems, the Rightpoint team knew they needed to deliver a patient experience that would clear the high bar set by consumer brands outside the healthcare arena. They needed to create a sophisticated, personalized, and responsive mobile experience that would enable better health outcomes by enhancing and encouraging interaction between individuals, families, and caregivers beyond the context of the healthcare facility.
The hospital had a wealth of patient and visitor data available, but had not yet taken full advantage of this valuable asset. Working with Rightpoint, they set out to find innovative and effective ways to harness this data for customer engagement and acquisition purposes while at the same time providing patients, their family and friends, and new visitors to the hospital improved access, enhanced engagement opportunities, unique experiences, and interactive education.
The approach to achieve these objectives was to create a user-friendly mobile experience that was customized to user type, included a wide range of features, and facilitated an ongoing flow of data between patients and doctors throughout the year rather than just once or twice a year or when emergencies arose.
Rightpoint began the project with an in-depth research phase to gain a clear and detailed understanding of the existing situation and identify the most valuable data opportunities. During this initial phase of the project, the team assessed and analyzed the available data assets and explored all existing or potential interconnectivity points. They also held a number of intake sessions with stakeholders to acquire critical insights about the desired business outcomes as well as organizational goals for improving the patient experience.
Coming out of phase one, the team identified three distinct user experiences, each of which offered unique acquisition opportunities:
• Patients — Individuals with their own account and full access to their personal patient data
• Prospects — Primarily friends and family of a patient who do not yet have their own account, but were invited to be part of someone else’s “Circle of Care” via the app
• Guests — Individuals with no existing connection to the hospital who need help with basic tasks such as wayfinding or scheduling a first appointment
The final strategy evolved out of a strong understanding of these three user bases — who they were, what they needed, and which kinds of features and experience points would be most effective as acquisition and engagement tools. The goal was to create three differentiated experiences that would deliver the most relevant features and content to each audience in order to keep them coming back to the app over the long term.
Working within the technical design constraints of the platform, the team curated a modular feature set that would give the client the ability to easily customize their solution to meet the unique functional and budgetary needs of any institution.
The team also created a flexible UI that was designed to adapt seamlessly based on which feature configuration was selected. Finally, Rightpoint developed comprehensive user flows for each of the three audiences to meticulously map the user journey through the various features.
The comprehensive product road map covers a broad range of features, some launched with the initial release, others planned for future iterations. A few notable features include:
Daily Tasks — A robust collection of wellness content, care plan details, and goals combined with patient data such as medications and office appointments enables patients to create highly customized to-do lists that incorporate an element of gamification that uses a desire for accomplishment to drive engagement.
Self-Serve Appointment Setting — Using the available patient data, the app is able to prepopulate multiple choice responses to certain questions to make it easier for the user to self-select from a menu of personalized options and move easily down a decision tree through much of the appointment-setting process.
Circle-of-Care Information Sharing — This feature allows a patient to provide friends and family with access to certain information about diagnosis, appointments, medications, and treatments. The specific information shared can be altered based on patient preferences.
Throughout the process, Rightpoint focused on ensuring the most holistic, cohesive, and “sticky” experience for each user type in order to maximize the opportunity to create strong brand moments in the context of interactions with the hospital through the app.
As a result of this collaboration, the client has made great strides in refining their platform offering so they are able to provide their healthcare clients with a more flexible and patient-centric mobile solution, one that is bringing the hospital of the future into the present.
At the same time, they are also now well set up to deliver an innovative and engaging patient-centric mobile experience. Their newfound ability to use their data to help drive acquisition, nurture the patient/doctor relationship, and build brand equity gives them a strong advantage across multiple fronts.
- Research and Insight
- Indoor Mapping and Wayfinding
- Health Technology Integrations