A leading consumer packaged goods (CPG) company’s sales were plateauing and they needed to activate their customers in new ways. Peer Insight partnered to design novel human-centered services for one of their biggest consumers of products - hospitals.
The Growth Challenge
The healthcare division of a leading consumer packaged goods (CPG) firm engaged Peer Insight to explore how to deliver a patient-centered care experience to surgical patients. Healthcare associated infections were rising, meaning more patients were being re-admitted and hospitals were being penalized as a result. The CPG company already had hospitals as customers of their healthcare products, but they wanted to explore offering service-based solutions to healthcare as well. Peer Insight was brought on-board to guide the CPG firm into the business of life-saving services.
Discovering the user in the most pain.
Peer Insight led the client team through ethnographic research with doctors and other key constituents in the healthcare ecosystem - patients, nurses, and administrators. Through patient shadowing and interviews, we started to uncover unmet needs for all parties, not just doctors. We learned that patients of highly-invasive surgeries are expected to comply with highly confusing and esoteric post-discharge care protocols. We also discovered that their family caregiver might be able to help. We thought, how could we empower the family caregiver earlier in the process to make them better prepared to care for their loved one during this vulnerable time?
Validating Through Video
Peer Insight and the client team ideated service concepts to address this critical patient need. We created low-fidelity prototypes of each concept and took them back to the hospital to co-create an effective solution with their patients and care providers. Equipped with fresh insights about what our users want and need, we created a short video explaining the more nuanced service experience. The video helped us validate our key assumptions with all stakeholders and we were ready to turn the service concept into a live service experience that patients could interact with.
After three weeks of testing and iteration, the Peer Insight and the client team reconvened to create a single super concept, which was mapped into a service blueprint. We then charted a course for an eight-week, in-market alpha test (pilot) with real patients in hospitals and leveraged a third-party partner to help us build and deliver the experience faster. The alpha test focused entirely on testing key hypotheses with actual healthcare workers, patients, and caregivers, in order to validate that the concept offered a valuable and effective user experience. In doing so, we also validated assumptions around the feasibility and viability of the business model at scale.
The service successfully reduced hospital readmissions related to health-care acquired infections by 75%, resulting in healthier patients and reduced costs and penalties for hospitals. Peer Insight’s close collaboration with the CPG firm helped them learn the necessary tools and gain confidence to explore more service-centric opportunities in healthcare and beyond.