Guest post by Amy Cueva, co-founder, Mad*Pow.
Is your hospital or healthcare organization actually a technology company in disguise? Lots of companies are. After all, to win and hold onto customers, organizations have to make huge investments in IT and technology. At some point if, say, a financial services organization spends most of its money on technology, hasn’t it actually become a technology company that happens to deliver financial services? Are hospitals and health care organizations any different?
The thing is, while businesses are becoming tech companies, successful tech companies have realized it’s not about technology at all. It’s about experiences. Think about Uber or AirBnB: What they’re really selling is an experience enabled by technology.
Welcome to the experience economy. At Mad*Pow, the design firm where I lead experience design, we’re always trying to help hospitals and healthcare companies think about the patient experience as they travel through their healthcare journey.
It’s not easy work. The healthcare industry has gotten more than its fair share of disruption to deal with. Things like electronic medical records and the Affordable Care Act have unleashed waves upon waves of new technology into the clinical setting—none of which plays very well together. Meanwhile, doctors and clinicians have become data entry specialists, sacrificing important patient time for screen time. As a result, healthcare is behaving a bit too much like “sick care,” treating problems rather than treating people. It’s more about the transaction, less about the patient experience.
On the bright side, the industry is responding in exciting ways. Today, more and more hospitals are acting like tech start-ups. They’re sponsoring hack-a-thons to crowdsource innovation within their own walls. They’re incubating ideas from doctors and clinicians to build and test new devices and technologies. They’re partnering with universities and entrepreneurs and private business to fuel and fund and focus their innovation.