Product-market fit
Developing a digital healthcare customer experience roadmap
Opportunity
A private healthcare provider sought growth through digital transformation. This required improving a customer experience that was frequently frustrating for patients while shifting the organisation from an organisation-centric to a more patient-centric model.
Challenge
An existing customer-retention app had poor engagement, and the provider lacked a clear understanding of the healthcare journey from the patient’s perspective. The challenge went beyond the app: digital and physical experiences needed to work together, systemic issues crossed multiple business units, and investment priorities had to reflect each unit’s commercial potential.
Connections
The opportunity required connecting the patient journey and its digital and physical touchpoints with development capability, business-unit economics, operations, and organisational development.
Decision
Include development of the provider’s own user-centred design capability in the roadmap so improving customer experience becomes an organisational capability rather than a one-off digital initiative.
Outcome
The result was a phased, multi-year roadmap towards a more integrated multi-speciality organisation. It prioritised immediate product and service improvements, validation of the features customers actually valued, integration of digital and physical touchpoints, and investment priorities for subsequent scaling.