In today's rapidly evolving healthcare landscape, the importance of delivering client-centric solutions cannot be overstated. As the demand for accessible and effective healthcare services continues to grow, it has become increasingly clear that a collaborative, user-centred approach to service design is essential for achieving meaningful and sustainable improvements in healthcare delivery. In this article, Martin Sandhu, founder of digital healthcare specialist agency nuom, explores the significance of such an approach in the development of healthcare solutions.
The argument for user-centred healthcare
The traditional healthcare model often centred around providers and systems in the past, with little emphasis on the needs and preferences of patients. However, this approach is gradually giving way to a more client-focused model, that recognises that healthcare is at its most effective when it revolves around the clients it serves and delivers high levels of engagement and empowerment.
In addition, a healthcare programme should not be one-size-fits-all, as clients vary in their preferences, backgrounds, and circumstances. A user-centric approach recognises this diversity and seeks to develop solutions that are tailored to individual needs. This may include personalised treatment plans, culturally sensitive care, and accommodations for personal circumstances such as information provided in other languages.Â
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An example in practice
The Health and Safety Executive (HSE) estimates that 0.5 per cent to 1.0 per cent of the UK population had a chronic hepatitis C virus (HCV) infection. Consequently, the National Health Service (NHS) in the UK has put in place initiative that will enable the elimination of hepatitis C within the next five years.
The first port of call in this ambitious project was to design a testing service that was easy to use at home and without the need for seeing a GP or going to the hospital, thus doing away with the embarrassment that some patients may feel.
A new test service was developed in partnership with Preventx and nuom, with further input from the Hepatitis C Trust. The self-testing kits aimed to reach people who may not be engaged with other services such as drug and alcohol support, prison and probation services, as well as people who may have potentially been exposed to virus in the past, or who do not feel able to approach their GP.
It goes without saying that one of the key challenges in addressing Hepatitis C is the fear of stigma that prevents many individuals at risk from coming forward. The new web portal offered a safe and accessible platform for people to seek information, get tested, and access support without fear of judgment or discrimination.
The project was a success due in part to the end-to-end nature of blue printing that nuom employed when producing research for the service design element of the campaign.
Collaboration in healthcare service design
If we want to create truly client-focused healthcare solutions, collaboration is paramount. This collaboration extends beyond healthcare providers and should include input from patients, caregivers, and even non-healthcare professionals who can provide valuable insights. At nuom we employed a collaborative cross-platform approach to hit a nation-wide target.
According to the NHSE, deaths from hepatitis C have fallen by 35 per cent. This means that the NHS has exceeded the World Health Organisation (WHO)'s target of a 10 per cent drop in mortality by more than three-fold, and the target for disease elimination has been "dramatically cut" five years ahead of schedule.
But the UK is not a singular example in the fight against Hepatitis C. Committed to fighting the disease, the Egyptian government designed the ‘100 Million Healthy Lives’ programme. The six-step process the country employed started with robust testing but relied on creating a heavily resourced flow of individuals from screening to treatment, according to Forbes.
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Cross-platform collaboration
A cross-platform collaboration brings together a diversity of perspectives ensures that healthcare solutions are comprehensive and address a wide range of client needs.
Crucially, collaboration fosters innovation by encouraging creative thinking and the exploration of novel approaches. When different stakeholders come together, they can brainstorm new ideas and challenge conventional practices.
Another important element in service design is validation. By involving clients in the design process allows for the validation of concepts and ideas. What may seem like a good solution to healthcare professionals may not align with the priorities and preferences of patients. Client input helps ensure that proposed solutions are practical and effective.
But perhaps the most important element of the service design is cultural competency. In order to target the communities most at risk, nuom researchers understood that healthcare is often delivered in diverse communities with varying cultural norms and expectations. This meant that the communications materials and the app were developed in a multitude of languages and dialects, from English to Urdu, Arabic and Polish, to reach as many at-risk individuals as possible.
Conclusion
A collaborative, client-centred approach to healthcare service design is vital for delivering high-quality solutions. By involving clients, caregivers, and diverse stakeholders in the design process, healthcare organisations can develop solutions that are more effective, innovative, and culturally competent. This approach not only improves patient outcomes and satisfaction, but also empowers clients to take charge of their health, ultimately leading to a more responsive and compassionate healthcare system that considers cultural norms and ethnic approaches.
Martin Sandhu, founder of digital healthcare specialist agency nuom.
