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Defining a new north star for digital health

This legacy healthcare company had played a ‘utility’ role historically, focusing on transactional service delivery adjacent to core care contexts. Evolving patient, caregiver, and healthcare provider needs were transforming expectations around access to data, value-add analysis, and relationship continuity. The existing patient portal couldn’t keep up with the basics, let alone drive new revenue for the business.

How We Helped

  • We helped the team understand where patients and caregivers saw value in their relationship with the company and what they expected from their digital services, through qualitative research and platform auditing
  • We co-developed a detailed service blueprint with a cross-functional team, outlining how a future digital platform would drive better outcomes in the company’s core journeys
  • We designed and tested with patients and caregivers a set of speculative prototypes that brought to life these evolved journeys and the new kinds of value they could deliver
  • We drafted a detailed digital north star portfolio which outlined core user archetypes, anchor journeys, jobs to be done, capabilities, and preliminary business requirements
  • We supported the team in building the case for investment through their core capital forums

Key Insights

  • People increasingly understand the data generated through their health care to be their property, in spirit if not literally. Our prototypes put that data at the centre, and looked at ways to either deepen its value or else to use it to tie together discrete transactions over time
  • This service provider mixed publicly- and privately-funded services. Helping patients and caregivers make informed decisions about their services and how to extend their value was essential for maintaining user confidence while enabling new offerings.
  • A service has to earn the trust of its customers; excellent delivery on basic transactional flows like booking and purchase would become the foundation that enabled patients and caregivers to embrace higher-order types of service value like data analysis and recommended action

Outcome

The company invested more than $2M for platform enhancements, and preliminary work has already streamlined core booking, buying, and awareness journeys to reduce effort, reduce cost, and drive new revenue.