Health Care Customer Archetypes
Innovating For Key Dimensions of
Customer Need, Want and Aspiration.
Michael Eckersley, MFA, PhD
Customer Needs Discovery & Innovation
Congress, Chicago, 13 June, 2007
8. Data Points, Touchpoints, and Moments of Truth . . .
Senior Archetype Continuum
frail robust
Persistent Archetype Characters
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19. Appointment timing (in general)
Avocations, past careers, lost careers
Being financially sensitive (fixed income or not)
Cassette tape recorders
Doctor or staff “going too quickly”
Doctors who are willing to say “I don’t know”
Finding desirable movies
Finding new meanings in life, since retirement
Forgetting “till later”
Getting lost
Keeping busy vs. Getting bored
Senior Touch Points List-making for the doctor appointment
Paperwork and forms
Individual Preparing for the doctor visit
Pride
Private transportation options
Public bathroom privacy (going slow)
Puzzles and other brain teasers
Recliners or very comfortable furniture for longer waits
Reminders or forgetting altogether
Smith-Glynn bills, billing problems, difficulty reading bills
Waiting or leaving (with delays)
What was it I wanted to ask the doc?
20. “I’m here a lot, don’t treat me like a new patient”
Caring for peers and those older than oneself
Club house and socializing
Doctor as “savior” vs. Doctor as peer vs. Doctor as consultant
Doctors who listen, take the necessary time, answer questions
E-mailing others
Extended family relations
Favorite clinic staff
Grandchild care or sitting
Human-to-human contact
Senior Touch Points I see lots of older people here, but i don’t know any of them
Is the doc being straight with me?
Interpersonal Listening to “our songs”
Loneliness vs. Companionship
Nobody here really knows me
Open posture (doctor and staff)
Peer group
Pets (and aging)
Seeing and/or visiting with children at Smith-Glynn
Staff and physicians relations
Weekly phone calls with family and friends
What can my companion do at Smith-Glynn?
21. Bathrooms (non-unisex, oversized)
Café, restaurant, cafeteria
Can’t easily see if my ride has arrived from inside Smith-Glynn
Easy in-out regular parking spots
Floor texture/material transitions
Getting lost in Smith-Glynn
Good campus maps and individual facility maps
Handicapped parking spots
National Avenue “scares me”
No cozy space here to sit
Not enough seating outside front door
Senior Touch Points Outdoors and wildlife
Plants, flowers, atriums, planters looks nice
Environmental Post-office
Safe sidewalks to Smith-Glynn
Smith-Glynn as second home
Smith-Glynn entry and exit
The city bus isn’t an option for me
The city bus route map is confusing
Smith-Glynn bus stop feels dangerous
Smith-Glynn doesn’t even appear on city bus map
Unattractive institutional furniture
Wheelchairs and walkers at curbside
Where do I put my stuff (coat, materials)?
22. Ambient room temperature
Anxiety regarding health
Fasting before appointment
Fresh fruit
Internet research
Juices to drink
Senior Touch Points Listening to music or TV in the background to relax
Medication side effects
Health Not ever feeling 100%
Soy milk
Need three meals a day
Toast
Yogurt