Written by: the SHSMD Team – Sept 18, 2024

Health care experiences are distinct because they combine deeply personal and sensitive relationships with commercial transactions. Unlike services like barber appointments or Uber rides, which people judge mainly on immediate service quality, health care requires a more intricate balance of personal care and a uniquely personalized experience. This complexity reflects the deeper, more individualized nature of health care interactions.

Patients often assess their quality of care based on their relationship with their doctor and the ease of obtaining that care – not to mention the results achieved. The digital tools available to a patient play an increasingly important role not only in improving access to care, but in fostering the patient-physician relationship. As such, the digital tools available can influence whether patients stay with their current provider or look for a replacement. Notably, a recent study showed that 65% of patients would consider switching providers over a poor digital experience.

Investing in “patient-first design” bridges gaps in patients’ care journeys and experiences, ultimately increasing retention and loyalty. To address the mounting challenges to meet consumers’ expectations, health care systems must prioritize patient-first product design in their digital platforms. Simply providing a functional digital experience is not enough. Effective patient-first design requires a deep understanding of patient behavior and needs.

What Exactly Is “Patient-First” Design to a Designer? 

We asked members of our UX/UI Research & Design team to share their thoughts on what defines patient-first design, offering a deeper look into the concept.

Ben Oderwald, Modea’s Director of UX/UI Design, says,

“Digital product design is a really special discipline, because it’s done in order to help someone do something: accomplish a goal, do a job, or solve a problem. Designing in a “patient-first” way for health care is even more special. It’s one thing to make a website or app to sell shoes, but it’s a totally different thing to make something that helps people when they’re sick and need care. It’s really important that we do a good job!” 

When asked what patient-first design means to you, one of our UX/UI Designers, Sam Woolson, says,

“Imagine a trip from point A to point B. Simple, right? But then there’s road construction you were unaware of. Design is the GPS telling you to take the exit prior so you won’t get stuck. It’s the same with patient-first design, which aims to clear all the roadblocks that cause frustration, enabling patients to achieve what they’ve set out to do during their user journey without getting stuck or lost in the process.”

Kristi Michelson, another UX/UI Designer at Modea, describes patient-first design as: 

“When navigating the complexities of finding a new doctor, learning about a difficult diagnosis, or simply mapping out your next appointment, patient-first design is our top priority. We understand the challenges patients face and aim to make their online experience as seamless as possible. By prioritizing empathy and understanding, we ensure our digital platforms are efficient, supportive, and user-friendly. Our goal is to provide clear information, easy navigation, secure communication, and accessible features, helping patients find exactly what they need with minimal stress.”

Katie Cox, UX/UI Designer III, views patient-first design through a more robust perspective, saying,

“To be patient-first in design involves a few steps. First, we need to understand the wants, needs, and goals of patients. We do that by zooming out to inspect the larger contexts that patients are navigating and identifying where they run into barriers and need support. This means looking at the entire care journey…. (article continues online – https://my.shsmd.org/blogs/the-shsmd-team/2024/09/18/patient-first-design-from-a-designers-point-of-vie)

This post was shared on the Society for Health Care Strategy & Market Development (SHSMD) Blog. This is a valuable resource for healthcare marketing professionals. https://my.shsmd.org/blogs