Baylor Scott & White is well aware that many of their patients don't like having to interact with them. First, it unfortunately means the person is ill. But more than that, it means lost time, hassles, frustration, and often walking away feeling like the cure was not worth the side effects (of interacting with the system, that is). BS&W engaged Bottle Rocket to help them take a hard look at where the patient journey was broken, and to seek advice on how to fix it.
To start, Bottle Rocket’s Business Strategy and Experience Design teams partnered to embark on an initial assessment of the existing patient journey for Baylor Scott & White patients. They initially learned much about Baylor Scott & White’s business goals, competitor approaches, and patient needs. They then created three unique personae, each with a different experience: an acute medical episode (earache), a chronic disease state under management (diabetes), and an acute surgical intervention (knee surgery). Each of these personae have their own unique journey through the healthcare system and encounter unique friction points along the way. This represents an immense amount of work. The team plotted the journeys, highlighted touchpoints, called out as “moments of truth” where the brand has an opportunity to win loyalty, and compared the existing state to the ideal state.
In the top chart, each major touchpoint in the current patient journey is evaluated. As you can see, most fall below a theoretical “positive experience” line. People are satisfied when the experience meets criteria that place it in the positive experience territory. In the bottom chart, we document how removing friction, uncertainty, or worry via implementation or modification of touchpoints could change the level of positivity. If recommended touchpoints were modified, the journey could become much less onerous and more positive. The heart and soul of the output from this kind of engagement is the user journey (in this case, patient journeys). Where are the touch points? Where are they suboptimal? Where are they downright frustrating? And how can those be improved?
The engagement yielded 49 potential initiatives to mobilize and digitize the healthcare experience to remove friction and increase customer-centricity. Bottle Rocket has since worked with Baylor Scott & White to create a world-class digital front door for the business to help address customer pain points. Additional initiatives included on the below matrix sorts other items into High Priority potential initiatives, those that are more complex or have less effect, and finally identifies those that may not be possible in the foreseeable future.
Because of confidentiality concerns, the names of the initiatives have been removed, but each circle represents a potential digital or mobile intervention that, if accomplished, will help improve the patient journey. The multi-year effort is underway, but with this kind of roadmap, Baylor Scott & White can plan their investments with an eye toward an overall ecosystem, not simple point-solution “band-aids” that will become obsolete in the near future.
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