Baylor Scott & White
Challenge
Interacting with major healthcare systems is hard for everyone, especially patients. But what if a hospital system could know where the friction points were in the journey and take proactive measures to improve all interactions and touchpoints along the way? What if friction and frustration could be avoided and effortless, thoughtful digital interactions were possible? What if a patient / hospital interaction could be a positive experience? Headquartered in Dallas TX, Baylor Scott & White is a leading regional healthcare provider with 48 hospitals, 7,800 active physicians and over 47,000 employees. The largest not-for-profit health care system in Texas, and one of the largest in the United States, Baylor Scott & White has a strong commitment to innovation, collaboration, integrity and compassion for patients. 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.
Solution
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. 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.
Results
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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