ThoughtForm is proud to announce that we’ve partnered with University Hospitals Cleveland Medical Center (UH) Cutler Center for Men to redesign the experience of men’s health. Men everywhere are calling for support in their health journey. This new program has the ambitious goal of giving males special access to health experts and services, concierge support, and other resources they need to have a lifetime of good physical, behavioral and emotional health.
In the coming months, we’ll work closely with the UH Cutler Center for Men team to develop the customer experience. This includes creating physical, digital, and cultural engagements that empower men to take charge of their healthcare. This experience goes beyond procedures and check-ups. It’s a comprehensive approach to health designed to guide men through life’s emotional and lifestyle milestones.
Motivating men’s health
Men have a complicated relationship with healthcare. Men are 33% less likely to go to the doctor than their female counterparts. More than 40% of men don’t go to the doctor at all, unless they’re experiencing a major health issue. This avoidance has consequences. Men live shorter lives than women by about seven years, give or take. This isn’t just a problem of access or education. It’s a cultural problem, rooted in American masculinity and its conceptions of vulnerability and control.
“We have to change the mindset. Getting healthy and living longer shouldn’t feel like a chore. Men will experience a fresh approach to their health and wellbeing — with convenience and trust, and through modern engagement tools,” says Lee Ponsky, MD, Executive Director of the UH Cutler Center for Men. “Enhancing the quality and longevity of life for men simply has to be a priority in our communities and nationwide. We’re going to tackle it for today’s male population.”
To uncover the deep roots of this patient experience, we’re using our unique combination of design thinking and management consulting. We’ll create an integrated health care experience using service design and co-design methodology. This experience will address the three key touchpoints of the Cutler Center for Men experience: the in-office clinical episode, the digital experience, and personal engagement.
Our process follows five key steps:
Listening: To harness the power of the team’s collective insight, ThoughtForm will guide a series of conversations and info gathering sessions with UH patients, staff, and stakeholders. ThoughtForm will serve as a thought leader, pulling in fresh thinking from multiple perspectives to open possibilities and feed innovation.
Define the ethos: Before developing tangible interactions, we’ll work with the UH team to understand the barriers that exist in men’s healthcare. Then together, we will define an overarching ethos to guide the Cutler Center for Men moving forward. Defining these core ideals will keep patients’ needs at the center, whether interacting digitally or visiting for their first appointment.
Co-design experience: Engaging with consumers is key to delivering innovative experiences. ThoughtForm will host a series of co-design workshops with current and prospective patients, staff, and stakeholders. These workshops equip consumers with the creative autonomy to brainstorm ideas for innovative experiences for men’s health.
Define the minimum viable product: ThoughtForm will take inspiration from this user feedback and prototype meaningful touchpoints that speak to consumer needs. To move efficiently, the goal is to design the minimum viable product across multiple channels. This will serve as a starting point to address the challenges facing men head on.
Manage the build: Once we’ve established a series of meaningful touchpoints that work together to deliver an outstanding experience, ThoughtForm will work with the UH Cutler Center for Men team and other partners to execute the plan and track success.
“Thoughtful design has the power to influence behavior and change mindsets,” says ThoughtForm lead strategist Katie Schmiedicker. “One touchpoint at a time, we can support men in their journey to establish lifelong health habits and engage them in a new way.”
University Hospitals aims to rethink men’s health, and use innovative design to build an entirely new experience. An experience, with ThoughtForm’s assistance, that will have a meaningful impact on the lives of men in the Cleveland area and beyond.