Healthcare Design - November 2015 - 66


Preview

Opening keynote
Ken Schmidt, brand
visionary and
former director of
communications
strategy for HarleyDavidson Motor Co.

Keynote speakers for
the 2015 Healthcare
Design Expo &
Conference (Nov. 1417, Washington, D.C.)
might have different backgrounds, but when
Healthcare Design asked them for a sneak peek
of what they'll share with attendees, they were
united in their message: Today's industry leaders
must take the wheel and employ new approaches
to stay competitive, attract new customers, and
build better patient experiences By Anne DiNardo

66

HCDmagazine.com 11.15

Healthcare Design:
You spent a large
part of your career working for Harley-Davidson Motor Co. and now you've taken to the road, talking to
business groups and academic communities about
how to build and improve corporate cultures and
reach new customers in nontraditional ways. How
does your message relate to healthcare design?
Ken Schmidt: When we were struggling to figure out
what to do with our business at Harley-Davidson, we found
that we were focusing all of our energy on price and selling
product. The problem with that is if you're known only for
providing a specific product, service, or procedure, and
people can find somebody else who will provide that for less
money or more conveniently, that's what they're going to
do. So we switched the emphasis from product to people
and developing a greater sense of intimacy with the people
who we serve as a company and as individuals. As we did
that, we made all kinds of amazing discoveries of how we as
individuals and as a business can fit into and enhance the
lives of the people who we serve.
Can you share an example?
Every human on the planet is ego-driven and wants to
be recognized, reacted to, and made to feel good about
themselves. It's getting harder and harder to get that in the
digitized world we're in. We learned that the faster we can
validate people and get them to feel better about themselves
or let them see that we're doing something extraordinary for
their benefit, they're going to keep coming back to us and


http://www.HCDmagazine.com

Table of Contents for the Digital Edition of Healthcare Design - November 2015

Healthcare Design - November 2015
Contents
HCD Online
Editorial
Monitor
The Center
The Retailing of Healthcare
Mixed Methods
Come Together
The Driver’s Seat
Generation Next
Going Deep
New Neighbor
Ready, Set, Show
Construction
Research
Special Advertising Section: Buyers Guide
Special Advertising Section: Project Watch
First Look
Healthcare Design - November 2015 - Healthcare Design - November 2015
Healthcare Design - November 2015 - Cover2
Healthcare Design - November 2015 - 1
Healthcare Design - November 2015 - Contents
Healthcare Design - November 2015 - 3
Healthcare Design - November 2015 - 4
Healthcare Design - November 2015 - 5
Healthcare Design - November 2015 - HCD Online
Healthcare Design - November 2015 - 7
Healthcare Design - November 2015 - Editorial
Healthcare Design - November 2015 - 9
Healthcare Design - November 2015 - 10
Healthcare Design - November 2015 - 11
Healthcare Design - November 2015 - 12
Healthcare Design - November 2015 - 13
Healthcare Design - November 2015 - Monitor
Healthcare Design - November 2015 - 15
Healthcare Design - November 2015 - 16
Healthcare Design - November 2015 - 17
Healthcare Design - November 2015 - 18
Healthcare Design - November 2015 - 19
Healthcare Design - November 2015 - 20
Healthcare Design - November 2015 - 21
Healthcare Design - November 2015 - 22
Healthcare Design - November 2015 - 23
Healthcare Design - November 2015 - 24
Healthcare Design - November 2015 - 25
Healthcare Design - November 2015 - 26
Healthcare Design - November 2015 - 27
Healthcare Design - November 2015 - The Center
Healthcare Design - November 2015 - 29
Healthcare Design - November 2015 - The Retailing of Healthcare
Healthcare Design - November 2015 - 31
Healthcare Design - November 2015 - 32
Healthcare Design - November 2015 - 33
Healthcare Design - November 2015 - 34
Healthcare Design - November 2015 - 35
Healthcare Design - November 2015 - 36
Healthcare Design - November 2015 - 37
Healthcare Design - November 2015 - 38
Healthcare Design - November 2015 - 39
Healthcare Design - November 2015 - 40
Healthcare Design - November 2015 - 41
Healthcare Design - November 2015 - Mixed Methods
Healthcare Design - November 2015 - 43
Healthcare Design - November 2015 - 44
Healthcare Design - November 2015 - 45
Healthcare Design - November 2015 - 46
Healthcare Design - November 2015 - 47
Healthcare Design - November 2015 - 48
Healthcare Design - November 2015 - 49
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Healthcare Design - November 2015 - 51
Healthcare Design - November 2015 - 52
Healthcare Design - November 2015 - 53
Healthcare Design - November 2015 - 54
Healthcare Design - November 2015 - 55
Healthcare Design - November 2015 - Come Together
Healthcare Design - November 2015 - 57
Healthcare Design - November 2015 - 58
Healthcare Design - November 2015 - 59
Healthcare Design - November 2015 - 60
Healthcare Design - November 2015 - 61
Healthcare Design - November 2015 - 62
Healthcare Design - November 2015 - 63
Healthcare Design - November 2015 - 64
Healthcare Design - November 2015 - 65
Healthcare Design - November 2015 - The Driver’s Seat
Healthcare Design - November 2015 - 67
Healthcare Design - November 2015 - Generation Next
Healthcare Design - November 2015 - 69
Healthcare Design - November 2015 - 70
Healthcare Design - November 2015 - 71
Healthcare Design - November 2015 - 72
Healthcare Design - November 2015 - 73
Healthcare Design - November 2015 - 74
Healthcare Design - November 2015 - 75
Healthcare Design - November 2015 - Going Deep
Healthcare Design - November 2015 - 77
Healthcare Design - November 2015 - 78
Healthcare Design - November 2015 - 79
Healthcare Design - November 2015 - 80
Healthcare Design - November 2015 - 81
Healthcare Design - November 2015 - New Neighbor
Healthcare Design - November 2015 - 83
Healthcare Design - November 2015 - 84
Healthcare Design - November 2015 - 85
Healthcare Design - November 2015 - 86
Healthcare Design - November 2015 - 87
Healthcare Design - November 2015 - 88
Healthcare Design - November 2015 - 89
Healthcare Design - November 2015 - 90
Healthcare Design - November 2015 - 91
Healthcare Design - November 2015 - 92
Healthcare Design - November 2015 - 93
Healthcare Design - November 2015 - Ready, Set, Show
Healthcare Design - November 2015 - 95
Healthcare Design - November 2015 - 96
Healthcare Design - November 2015 - 97
Healthcare Design - November 2015 - 98
Healthcare Design - November 2015 - 99
Healthcare Design - November 2015 - 100
Healthcare Design - November 2015 - 101
Healthcare Design - November 2015 - 102
Healthcare Design - November 2015 - 103
Healthcare Design - November 2015 - 104
Healthcare Design - November 2015 - 105
Healthcare Design - November 2015 - Construction
Healthcare Design - November 2015 - 107
Healthcare Design - November 2015 - 108
Healthcare Design - November 2015 - 109
Healthcare Design - November 2015 - Research
Healthcare Design - November 2015 - 111
Healthcare Design - November 2015 - 112
Healthcare Design - November 2015 - 113
Healthcare Design - November 2015 - Special Advertising Section: Buyers Guide
Healthcare Design - November 2015 - 115
Healthcare Design - November 2015 - 116
Healthcare Design - November 2015 - 117
Healthcare Design - November 2015 - 118
Healthcare Design - November 2015 - 119
Healthcare Design - November 2015 - 120
Healthcare Design - November 2015 - 121
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Healthcare Design - November 2015 - 157
Healthcare Design - November 2015 - 158
Healthcare Design - November 2015 - Special Advertising Section: Project Watch
Healthcare Design - November 2015 - 160
Healthcare Design - November 2015 - 161
Healthcare Design - November 2015 - 162
Healthcare Design - November 2015 - 163
Healthcare Design - November 2015 - 164
Healthcare Design - November 2015 - 165
Healthcare Design - November 2015 - 166
Healthcare Design - November 2015 - 167
Healthcare Design - November 2015 - First Look
Healthcare Design - November 2015 - Cover3
Healthcare Design - November 2015 - Cover4
Healthcare Design - November 2015 - AIA1
Healthcare Design - November 2015 - AIA2
Healthcare Design - November 2015 - AIA3
Healthcare Design - November 2015 - AIA4
Healthcare Design - November 2015 - AIA5
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