healthcare
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.
Key Details
- Over several years, we gathered customer insight, created prototypes, and aligned the team around possible future pathways
- We helped the team sell this north star to leadership
- We unlocked $2M of digital investment
Our Approach
1
We talked to a broad cross-section of patients and caregivers in order to understand where they saw value in their relationship with the company and what they expected from their digital services. Paired with detailed service auditing, we uncovered a mismatch between expectations and reality.
2
With a refined set of patient and caregiver jobs to be done and an aligned view of the value that the platform could provide in future, we co-developed a detailed service blueprint with a broad cross-functional team, outlining how the future digital platform would drive better outcomes in the company’s core journeys.
3
With the aligned blueprint in place, we designed a set of speculative digital prototypes that brought to life these evolved journeys and the new kinds of value they could deliver, then tested them with patients and caregivers. Insights from this testing translated into quick wins that flowed into short-term platform fixes and step-change opportunities to be tackled in the longer term.
4
Moving beyond the insights report, we drafted a detailed digital north star portfolio which outlined core user archetypes, anchor journeys, jobs to be done, capabilities, and preliminary business requirements, and helped the core team sell it in key capital forums through rich executive storytelling.
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
$2M
in investments for platform enhancement, and preliminary work has already streamlined core booking, buying, and awareness journeys to reduce effort, reduce cost, and drive new revenue.