David Armano is a Creative Director at Digitas, where clients presumably pay the big bucks for his creative ideas for business. Today on his blog, he offers a free sample for hospitals, based on his experience getting an MRI. David learned firsthand how unpleasant the process is, and he offers some ideas of how to improve it.
First, notice that David's bio lists his specialty as experience design. Granted, he works in online experience, but this is clearly someone whose profession is to think about how customers will react to a given situation. For the MRI, he has a few suggestions:
- Plan the first impression down to a every last detail.
- Make the MRI equipment room as pleasant as possible.
- Have the operator slowly prepare you.
- Provide “sensory aides”
You might come up with the first two points if you were to combine some empathy with a little bit of visual creativity. Point three is just applied sensitivity. Shouldn't be revolutionary, but apparently it is. I don't mean to diminish the value of David's points; it's just a sad observation that hospitals have to be reminded to consider patients' emotional response to the hospital setting.
The last point is a great example of cross-pollination. David suggests introducing pleasant scents (it works for hotels, so why not try it?) and offering a cool or warm blindfold. The science of scent and emotional response works in a marketing context; how about trying it in a healthcare setting?
Here's a creative pro suggesting something that has worked in other industries, and it's free for any hospital or imaging center who happens to read it. Or they can pay their own consultants to come up with the same idea (perhaps by reading David's post?).
Of course, there's also open MRI, if you want to address the problem through your capital budget.