Revolutionizing Patient Engagement through Discovery and Design

Overview

In my capacity as VP of Strategic Design at agencyQ, I had the privilege of leading a transformative project for a prominent healthcare provider. This client, a powerhouse in the industry, was committed to elevating patient engagement, satisfaction, and the consideration of elective procedures across the patient journey. Through a holistic blend of discovery and design methodologies, we undertook a mission to tackle challenges in Bariatric and Pediatric specialties, ultimately enhancing the patient experience, fostering physician referrals, and increasing awareness.

Client Background

Our client, a top-tier healthcare provider, had a clear vision of improving digital engagement within Bariatric and Pediatric specialties. The objectives were multifaceted: boosting attendance at surgical seminars, enhancing awareness among primary care physicians, and driving more physician referrals. My role as VP of Strategic Design was to orchestrate a solution that harnessed the full potential of digital while staying true to our client's mission.

Challenges and Objectives

1. Bariatric Specialty: Address underperforming patient engagement during surgical seminars, driving patient consideration for elective procedures.

2. Pediatric Specialty: Amplify awareness and physician referral activity as the Pediatric specialty expanded into a new hospital center.

Discovery and Design Approach

Our approach to discovery and design began with an extensive user research phase, targeting families, patients, donors, healthcare providers, and internal content curators. The goal was to gain profound insights into their pain points and needs. We then meticulously crafted experience and journey maps to visualize critical touchpoints, ensuring that every decision prioritized the user. In the spirit of collaboration, discovery sessions were conducted to unearth insights and align goals, providing a deep understanding of the patient and physician experience.

Subsequently, we formulated a comprehensive design and content strategy, placing user experience and information presentation at the forefront. A meticulous restructuring of content and the development of design systems were undertaken to ensure a seamless blend of visuals and user flow. By adhering to component-based design principles, we created a visually stunning, responsive, and consistent interface. Usability testing and rapid prototyping played pivotal roles in validating design concepts and enhancing user interactions.

Armed with these insights and strategies, we embarked on the development of a responsive website tailored to the unique requirements of Bariatric and Pediatric specialties, resulting in a user-centric digital platform.

Solution and Results

For the Bariatric specialty, we rolled out a redesigned experience that placed a spotlight on reducing patient anxiety. Our design effortlessly guided patients through surgical options, urging them to take 'the next step'. In the realm of Pediatrics, our interaction design emphasized prior successes, aligning with primary care physicians' preference for evidence-based pediatric specialists.

Positive Outcomes:

1. Surge in Patient Seminar Registrations: Seminar registrations, a key performance indicator for digital outreach, witnessed a dramatic surge.

2. Improved Physician Referrals: More patient candidates reached out to physicians, ultimately leading to healthier post-surgical outcomes.

Conclusion

My tenure as VP of Strategic Design at agencyQ culminated in the successful transformation of our client's digital engagement strategy. Our meticulous approach to discovery, design, and implementation enabled us to surmount challenges, enhancing patient engagement and optimizing physician referrals. This accomplishment laid the groundwork for a long-lasting partnership, one marked by data-driven enhancements and a sustained positive impact on patient care.