Healthcare Design - May 2018 - 47

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history, and they make decisions differently than previous generations. Millennials are alpha-influencers across
generations who don't hesitate to share information about
a good or bad experience. They expect everything about a
brand-from the app interface to the design of the physical
space to the end result-to reflect its values.
According to a survey conducted by Harris Poll for
Eventbrite in 2014, 72 percent of millennials prefer to
spend money on holistic experiences rather than things
or discrete events or transactions. Given all of this, many
industries and companies are paying close attention
to creating positive, millennial-oriented experiences.
Healthcare should, too. For example, ease anxiety without
being condescending, communicate early and often, and
provide the opportunity to choose from options throughout a journey so it's personalized.
TA L E N T A N D F U N D I N G

From a talent acquisition perspective, it's important to remember that millennials value personal alignment with
brands as much as monetary incentives, if not more, when
it comes to choosing their employers. Being part of an organization that sparks positive emotions among customers
via holistic experiences makes any employee proud and offers motivation to put one's best foot forward. Philanthropy works similarly, as great experiences can lead to better
narratives about why an organization is special, which can
lead to an easier time securing dollars from donors.
S T R AT E G I C I N V E S T M E N T

High-quality experiences can give healthcare organizations a
competitive edge, and it's critical to start measuring new customer data points and addressing opportunities concurrently. Evidence shows that thoughtfully designed experiences
also drive brand preference, loyalty, and customer willingness to spend, thus impacting the lifetime value of customer
relationships.
In the digital age, word of mouth can be a major asset in
promoting a brand or an expensive liability if appeasing
unhappy customers or recovering from widespread bad
publicity. Remarkable customer experiences help mitigate
these risks. For these reasons, investing in experience design should be considered as a smart financial decision and
important piece of an overall market strategy. 
Roberto Seif and Joel Worthington are strategic innovation designers for HDR (Chicago). They can be reached at R O B E R T O .
S E I F @ H D R I N C . C O M and J O E L . W O R T H I N G T O N @ H D R I N C .
COM.

MAY 2018

47


http://www.simonswerk-usa.com http://www.simonswerk-usa.com

Table of Contents for the Digital Edition of Healthcare Design - May 2018

Healthcare Design - May 2018
Contents
Editorial
Show Talk
Photo Tour
Just What the Doctor Ordered
Hcd City Scene Photogallery
Research Brief
Bold Moves
Response Time
Strategy the Case for Experience
Product Spotlight Furniture and Casegoods
The Center
Product Innovation Awards
Face Time
Healthcare Design - May 2018 - Healthcare Design - May 2018
Healthcare Design - May 2018 - Cover2
Healthcare Design - May 2018 - 1
Healthcare Design - May 2018 - 2
Healthcare Design - May 2018 - Contents
Healthcare Design - May 2018 - 4
Healthcare Design - May 2018 - 5
Healthcare Design - May 2018 - 6
Healthcare Design - May 2018 - 7
Healthcare Design - May 2018 - 8
Healthcare Design - May 2018 - 9
Healthcare Design - May 2018 - 10
Healthcare Design - May 2018 - Editorial
Healthcare Design - May 2018 - Show Talk
Healthcare Design - May 2018 - 13
Healthcare Design - May 2018 - Photo Tour
Healthcare Design - May 2018 - 15
Healthcare Design - May 2018 - 16
Healthcare Design - May 2018 - 17
Healthcare Design - May 2018 - 18
Healthcare Design - May 2018 - Just What the Doctor Ordered
Healthcare Design - May 2018 - 20
Healthcare Design - May 2018 - 21
Healthcare Design - May 2018 - Hcd City Scene Photogallery
Healthcare Design - May 2018 - 23
Healthcare Design - May 2018 - 24
Healthcare Design - May 2018 - 25
Healthcare Design - May 2018 - Research Brief
Healthcare Design - May 2018 - 27
Healthcare Design - May 2018 - Bold Moves
Healthcare Design - May 2018 - 29
Healthcare Design - May 2018 - 30
Healthcare Design - May 2018 - 31
Healthcare Design - May 2018 - 32
Healthcare Design - May 2018 - 33
Healthcare Design - May 2018 - Response Time
Healthcare Design - May 2018 - 35
Healthcare Design - May 2018 - 36
Healthcare Design - May 2018 - 37
Healthcare Design - May 2018 - 38
Healthcare Design - May 2018 - 39
Healthcare Design - May 2018 - 40
Healthcare Design - May 2018 - 41
Healthcare Design - May 2018 - 42
Healthcare Design - May 2018 - Strategy the Case for Experience
Healthcare Design - May 2018 - 44
Healthcare Design - May 2018 - 45
Healthcare Design - May 2018 - 46
Healthcare Design - May 2018 - 47
Healthcare Design - May 2018 - 48
Healthcare Design - May 2018 - Product Spotlight Furniture and Casegoods
Healthcare Design - May 2018 - 50
Healthcare Design - May 2018 - 51
Healthcare Design - May 2018 - 52
Healthcare Design - May 2018 - The Center
Healthcare Design - May 2018 - 54
Healthcare Design - May 2018 - Product Innovation Awards
Healthcare Design - May 2018 - 56
Healthcare Design - May 2018 - 57
Healthcare Design - May 2018 - 58
Healthcare Design - May 2018 - 59
Healthcare Design - May 2018 - 60
Healthcare Design - May 2018 - 61
Healthcare Design - May 2018 - 62
Healthcare Design - May 2018 - 63
Healthcare Design - May 2018 - Face Time
Healthcare Design - May 2018 - Cover3
Healthcare Design - May 2018 - Cover4
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