Digital Wayfinding For Healthcare

58% of facilities site inadequate wayfinding as a significant need in the improving patient experience and improving throughput, not to mention the negative perception it creates. Facilities tend to use a band-aid approach, like putting up more or different signs. Or maybe new “wayfinding kiosks” would help and besides that they look cool and project a very “high tech image.” Like most problems, a single simplistic product will fall short, the foundational analytics need to be done well, then move towards a comprehensive plan to address the complexities of the issue.

 

Effective HealthCare Wayfinding is a five fold process:

1. Analyze problems/opportunities for improvement (look at current and projected needs)
   Incorporate key stakeholders, patient/visitor surveys and expert subjective review of existing conditions whenever possible. What works and what needs improvement?
2. Develop a typical representative of your target audience, for example:

First time visitor

Under stress/certainly not in the best of health

In a strange/intimidating environment

Possibly elderly (low vision)

Limited English Proficiency (LEP) typically 3rd grade (English) reading level

1. Determine information/messages that you need to convey at each decision point along the pathway from home to care.
   Incorporate a “progressive disclosure” approach looking at each decision point and determining what needs communicated there. In our illustration, Bob needed to find the right facility, then the right parking area, then the right entrance and have simple consistent terminology that he could rely on to help him navigate.
2. Develop a comprehensive plan that addresses terminology, built and natural spaces. Predetermine preferred major pathways so that staff, signs and other tools will consistently direct the public. Avoid service areas and don’t confuse the issue with saying “Or you could go.” Give clues to the visitor and include landmarks and reference points along the way.

5.                Implement a wide spectrum of communicative tools including emerging technology but certainly not limited to it alone.
Recognize that people vary in how they self-navigate and interact with staff, technology and signage.
While a touch screen kiosk may be very appealing to a younger person the elderly may not be as apt to utilize it as a tool.

Technology as a communicative tool for hospitals is still in its infancy but early adopters are finding good acceptance. Here are a few ways that emerging technology is appearing for public use in healthcare:

-        Digital welcome displays and live TV streams in lobbies

-        Cafeterias find easy to change menu items while promoting sales

-        Website information including maps, address and directions are often accessed at home by patients

-        Electronic message centers have long been used in retail environments but can be highly effective for medical providers as well

-        A wide range of standalone hand held device applications

-        Patient care information displays outside the patient’s door

-        Kiosk, wall or desk-mounted directories can also display marketing information of specific service lines, events etc.

-        Donor recognition displays

-        Environmental graphic display walls

-        On line videos of “What to expect when you visit the Medical Center”

-        As technology has evolved, little attention has been placed on the content and quality used in electronic appointment reminders both on the phone and in letters

 

While emerging technology is an exciting tool, be very cautious of “scope creep.” Before you know it a straightforward application will grow/morph into a budget breaking unmanageable project and die a painful death. A recent AHA survey showed that while 98% of hospitals are utilizing social media for general hospital information, Mobile Web Apps are around 49%, they certainly can be good tools but the jury is still out on stand-alone apps like ER waiting times; find a doc, shuttle bus time waits and even those dedicated to Wayfinding. The natural evolution dictates a single customer focused app that incorporates social media, wellness, appointment info and all the other apps in one.

Keeping in mind the old adage that “content is king” (we would add graphics to that) in creating a truly immersing digital experience, facilities need to develop a plan to  update/maintain elements be they electronic or even printed maps and who needs to update them.

 

In your rush to embrace new stuff don’t overlook the innovations in basics like printed visitor guides and even computer generated appointment reminders. A consistent, user friendly approach is important. Ask staff “If you were giving directions to a loved one, what would they need to get here?” the answers often are: “It’s much too complicated, I would escort them”…why do your patients (your customers) deserve less?

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