On Monday, October 8, Adrenaline’s Sean Keathley and Chris Howe, along with Andrea Harnden and Lynn Murphy from Northwestern Medicine, presented at the Healthcare Facilities Symposium & Expo 2018 Conference. Focused on experience as the great differentiator, the “Network Transformation & the Engaged Consumer Experience” session tackled how healthcare brands can successfully define and embrace their North Star or the ideal embodiment of a brand at any point.
In the session, the leaders addressed the development of the North Star as a journey toward creating a customized version of the retail clinic of the future while understanding and adapting to the internal and external forces of change.
A growing, nationally recognized health system providing world-class care throughout Chicago, Northwestern Medicine’s transformation focused on improved patient experience and brand presence and consistency – across all patient touch points, including the physical space. With a specific focus on unleashing the power of emerging technologies, channels and automation, Northwestern wanted to provide a more human and healing environment for patients, educate patients on products and services to improve wellness, and create a holistic and orchestrated visual environment and visual voice to differentiate the brand from their competitors.
The presenters shared insights on emerging experiential trends, changing patient expectations and the processes and methodology used to translate the Northwestern brand, transform their Immediate and Convenient Care Centers and create a more consumer-driven experience. Chris Howe says, “This session was focused on our work with Northwestern in terms of creation of a prototype for optimization of their locations. We described the process of concept creation through a prototype and pilot locations, allowing us to develop design standards to apply across their network. More specifically, we addressed how we usher in change using the North Star to define a target state.”
To learn more about developing your brand’s North Star, key drivers of change and experiential concepts in the healthcare industry, contact our healthcare experts at firstname.lastname@example.org.