While advances in technology continue to improve access to information and connect us in a digital sense, many healthcare organizations are recognizing the need to connect with their customers on a deeper level and in a more human way.  Human realities are the driving force behind better healthcare experiences and healthier outcomes, and therefore it is patients’ values, needs and preferences that should be guiding our strategic and clinical decision-making.

As a result, leaders responsible for driving patient centered care are focusing on strategies to improve the patient experience.  It is our contention that in order to most effectively design and execute a truly human-centered healthcare experience, it is critically important to elicit the patient’s perspective, and not only the patient, but the entire ecosystem of players that surround the patient in the context of care.

In this paper, we will outline LIFT’s take on what it means to be human-centered in all that we do as healthcare marketers, and the tools and protocols we have in place to help our clients achieve this growing imperative of becoming organizations that are truly committed to patient-centricity in all of its forms. We will discuss our commitment to empathy, the foundation of deep understanding and the very first step in the design thinking process.

We will show you how an empathic orientation coupled with a powerful set of methods, namely ethnography and design thinking, can effectively position individuals, teams and organizations on the pathway to patient centricity as we strive to improve their experience, their health outcomes and ultimately their lives.

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