Nantucket Cottage Hospital was increasingly seeing patients choose off-island care in Boston. How could the hospital stay relevant in a competitive marketplace where consumers have more autonomy and choice than ever?
Whether they are full-time residents or summer-time visitors, Nantucket is a place where people go to feel well. People told us about the wonderful sense of peace and well-being the island gives them. So we knew it was important to position the hospital not just a place to get "fixed" but a place that connects with the emotional and physical well-being of Islanders.
To become an integral part of patients’ sense of well-being, we connected health to technology. Six Brand Trust Levers were mapped to the hospital’s strategic initiatives across a three-year road map. The resulting digital plan accounted for competitive table stakes, including a mobile-friendly website, while also leaving room for unexpected delighters including the development of custom wellness apps to engage patients when they’re healthy, not just when they’re sick.
To create enough trust for potential patients to complete the transaction, Nantucket would need to consider the user experience it created to get there – from re-inventing how patients navigate a hospital website to helping patients form a closer relationship with their doctors through bios that feel more like stories than resumes.