PX = PR

Photo by Gus Moretta on Unsplash
  • Information: Coordinated communications between the Primary Care Provider (PCP) and the urology practice: why additional screening is necessary, what a potential biopsy may involve, online resources for more information. PCP shares electronic health record interoperability with urologist, saving time and reducing chance of error.
  • Logistics: Pre-visit call or letter includes detailed information about day-of-visit: financial obligations, maps/directions, parking information, time of appointment, anticipated time with urologist and support staff, what a biopsy involves, and a number to call with any questions.
  • Welcome: environments designed for stress-free entry and waiting include areas for private consultation/conversation, no blaring televisions, windows to the outside or calming artwork.
  • Empathy: Script for welcome, waiting and access to exam/procedure area; each caregiver has awareness of information that’s been shared at each point in the process, asks if there are any questions, and introduces the person that will be with him next prior to leaving the room.
  • Support: A biopsy is recommended. Once finished with the exam and procedure, caregivers provide more information on next steps and schedule a follow up with the PCP. Billing questions for pathology/lab and other providers are clarified prior to leaving.
  • Information: PCP shares little with respect to Charles’ potential condition; without access to information from the BHC, they may be left to research on their own. Medical record transfer is unwieldy at best, and does not inspire confidence in the urology practice.
  • Logistics: The PCP gives scant information about what to expect on day of exam, or worse, information she shares with Charles and his partner differs from that provided by the urologist. With conflicting information they may show up late, unprepared for a potential procedure or unaware of financial obligations; any of which could lead to lost revenue, to say nothing of the frustration for everyone involved.
  • Welcome: Details on Charles’ health history, condition need to be clarified on arrival; noisy waiting area, dirty furnishings, no privacy for phone calls or consultations, few positive distractions while waiting.
  • Empathy: Reception handoff to clinical staff is awkward; caregivers ask the same questions multiple times, or don’t share information with each other prior to seeing Charles; interpersonal and informational dynamics seem uncoordinated at best, dangerous at worst.
  • Support: Once finished with the procedure, the couple is hurried to check-out without time to ask questions. Later, they receive bills from different providers that they hadn’t anticipated.
  • A strategic communication process (interconnected across the entire journey, regardless of medium or provider silo);
  • that builds mutually beneficial relationships (between PCP and urology practice, clerical and clinical staff, facilities and logistical support staff, all of whom support the patient and family);
  • between organizations and their publics (PCP and urologist build a seamless informational flow, designed to be consistent for Charles, and for each patient journey).
  • Communication System Visualization
  • Service Design
  • Brand Standards Design
  • Wayfinding
  • Corporate/Internal/Executive communications support
  • Marketing + Social Media
  • Storytelling/healthcare narrative consulting
  • Donor engagement, recognition

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Mark VanderKlipp

Mark VanderKlipp

Partner at Connect_CX, The Adjacency; speaker, facilitator, systems thinker, healthcare experience designer: www.connect-cx.com