On the journey toward value-based healthcare, health systems are facing stiff competition. Consumers’ costs are going up, their expectations are higher and they’re not afraid to comparison shop when it comes to their health and wellness. Add nontraditional healthcare channels like pharmacy and grocery into the mix, and the battle for market share becomes even more crowded.
“To compete in a retail-driven healthcare market, health systems need to take a customer-focused approach to attract and retain both customers and top talent,” said Vicki Eickelberger, Managing Director at Big Red Rooster, a JLL company. “Creating experiences that connect with customers and their needs has been a strategic premise of successful retailing for decades.”
Healthcare is expensive, messy and fraught with emotion. Gaining customers’ trust requires a care-centered brand fueled by strong culture and service standards. If you’re hearing any of the negative statements below within the walls of your health system, reconsider your brand experience.
Hospitals play host to patients, caregivers, visitors and other guests, meaning there’s a need to build out multiple customer experiences within the same environment. It’s the reason many systems have tapped a Chief Experience Officer, and why OhioHealth turned to Big Red Rooster for an easy and intuitive wayfinding system.
After interviewing stakeholders to understand needs and desired outcomes, Big Red Rooster journey mapped each audience’s experience to identify the best placement of branding and signage. Prioritizing simplicity and projecting a sense of calm, public spaces became uplifting landmarks that oriented people efficiently. That consumer-centric filter has extended across the system’s culture, process and design, resulting in valuable continuity across ambulatory, outpatient and pharmacy sites.… Read More