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Spiral thinking: A catalyst for innovative customer experiences

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It is a disruptive time for healthcare — new competitors, new innovations, new operating partnership and models, a more discerning customer base and new revenue models and requirements have drastically changed the way we will do business. To be competitive, healthcare systems are going to need to change how they differentiate their products and services in a commoditised market. A focus on developing a branded experience that engages new customers, delivers on an organisational promise and is supported by employee base that views themselves as brand ambassadors has an opportunity to break through and innovate. Through a process of defining the brand, and utilising ‘dreamscaping’ to imagine and define a branded experience, organisations like Holy Redeemer Health System are activating new experiences and enabling a new future. Using this process to align products and services, build new facilities, and hire and train staff to a new branded cultural experience is exactly what Holy Redeemer is doing.
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Keywords: brand; customer experience; design; dreamscaping; experience; spiral thinking

Document Type: Research Article

Publication date: 01 June 2016

More about this publication?
  • Management in Healthcare is the major new professional journal publishing in-depth, peer-reviewed articles and case studies on leadership, administration and management in healthcare. Content will be written by and for healthcare management professionals and researchers with no advertising or sales pitches.

    Each quarterly 100-page issue – published in print and online – will feature detailed, practical articles on key business issues which cut through the deluge of information facing healthcare management professionals to showcase the latest thought leadership in how to deliver more with less resources while at the same time improving healthcare quality, along with actionable advice and ‘lessons learned’ from fellow healthcare managers to put that strategy into practice. It will not publish advertising but rather detailed analysis of new thinking and practice at a wide range of healthcare providers worldwide for readers to benchmark their organization against, with every article being peer-reviewed by an expert Editorial Board to ensure that it focuses on the healthcare manager’s perspective, the challenges they face and how they can tackle them.

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