Healthcare Design - December 2017 - 22

OPENING KEYNOTE

DESIGNING "DELICIOUS"
EXPERIENCES
DELIVERING THE MESSAGE that healthcare is in a time of "massive environmental
change," Nicholas Webb, healthcare strategist, futurist, author, and CEO of Lassen
Scientific, kicked off the 2017 Healthcare Design Expo & Conference with the opening keynote presentation "Disruptions in Healthcare Design-The Good News."
Webb said he got his first lesson on how to read an environment and understand
its risks and opportunities while working as a lifeguard in college-learning to see
ocean rip tides and undercurrents that are dangerous to swimmers. "By understanding the environment, I had the super power of being the rescuer and not the victim,"
he said.
He's since used that skill to help brands understand changes within their sector
and the new business practices they must adopt to survive and prosper. He identified four trends impacting healthcare, including disruptive technology, connection
architecture, hyper-consumerization, and shifting economic models. For example,
hyper-consumerization allows consumers to buy anything they want at any time,
which makes them desire the same in healthcare services.
Another factor impacting healthcare today is the current "experience economy,"
which delivers services to engage consumers in
a way that creates a memorable event, not just
a positive outcome. "I believe the innovation
CONSUMERS CAN BUY
of today is human experience design," Webb
said. Organizations can stand out by adopting
ANYTHING THEY WANT AT
new delivery methods and exceeding customer
ANY TIME, WHICH MAKES
expectations by "creating delicious experiTHEM DESIRE THE SAME IN
ences." However, most healthcare organizations
use patient demographics or clinical efficacy
HEALTHCARE SERVICES.
to measure success or support their decisionmaking, instead of learning what patients desire.
"If a patient waits for more than 15 minutes, they
go from loving you to hating you," he said.
Rather than continue to follow industry standards, he asked the audience to think
of ways to disrupt the healthcare market, using success stories from other markets
as inspiration. For example, he said, Uber didn't replace cabs-"They re-engineered
the human experience of getting from one place to another."
To reinvent the healthcare experience, Webb said organizations should focus on
employing innovation across the patient journey at key touchpoints: pre-touch,
including utilizing mobile and digital moments; first touch, which sets the trajectory of the patient experience; core touch, where organizations should consider
expectations versus perception and how they can reinvent the core experience; and
last touch, which should be memorable. Furthermore, Webb said the organizations
doing it right are delivering a holistic experience that's focused not on meeting but
exceeding expectations, including those of its patients and its staff.
Looking ahead, Webb said he sees two avenues healthcare organizations can take:
staying the course and ignoring the disruption happening in the marketplace or
leaning in and "creating new, beautiful experiences."-Anne DiNardo

22

DECEMBER 2017

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Healthcare Design - December 2017

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