In recent years, the health care industry has become an increasingly controversial topic that has been at times divisive between political parties. The health care system is struggling to accommodate and provide the best standard of care to aging baby boomers as well as patients with chronic diseases reliant on long-term care. Despite humanity’s leaps in technological advancements, the level of care in hospitals today fails to match this jump, leaving many dissatisfied and indignant. The hospital experience is often negative, cold and confusing. Feeling “human” and respected is essential to any patient. Our task was to look deep into the health care system and see where the opportunities for bettering the hospital experience are.
STEP 1: SURVEYS & INTERVIEWS
The first step was conducting a series of interviews with patients and health care professionals alike to get their input on issues and problems that might be facing hospitals today.
STEP 2: ANALYSIS
Our research analysis indicated that most patients regarded hospitals as unfriendly and unappealing environments. A common thread on “undignified” moments rose to the top as a potential point to tackle.
As a place for healing, most said hospitals should feel more welcoming and should offer a sense of security and comfort to patients. That aspect was missing.
STEP 3: DECONSTRUCTING DIGNITY
As the team continued, we realized that dignity was embodied by three main terms: privacy, control and independence. When experienced together, people feel the highest level of dignity.
STEP 4: TREND ANALYSIS
TThe team explored current trends and realized how valuable rating systems and online customer reviews have become for brands and services.
Finally, a survey conducted by McKinsey with U.S. patients provided the starting point. The survey stated that “41% of patients’ choice is based on non-clinical experiences. When considering a hospital, consumers are on a quest for transparency and helpful information. They use the Internet to research institutions that will give them the best care and the best experience.”
From there, the idea to rate hospitals based on their “dignity strategy” came to fruition, out of which the Dignity Rating Scale (DRS) was produced.
The Dignity Rating Scale (DRS) is a long-term project that gives patients and health care professionals alike a chance to rate the overall experience and service of hospitals using three criteria: Control, Privacy and Independence. The DRS opens up public dialogue about the state of our hospitals in the U.S. and eventually pressures hospital boards to innovate and invest in products and partnerships that create a more dignifying experience for patients.
Branding, Entrepreneurship, Graphic Design
In 2011, the FUSE Conference introduced FUSE University, an initiative, in collaboration with the School of Visual Arts that gives a select group of students an opportunity to attend the conference free-of-charge. As members of FUSE University, students are expected to attend speaker events while simultaneously acting as ambassadors, engaging attendees over workshops and through one-on-one interviews.
This initiative called for the creation of a visual identity that would also translate into a refreshed identity for the FUSE Conference itself.
The FUSE Conference was examined carefully and dissected into four tracks: Culture, Packaging, Brand Identity and Design. The “fusion” of these topics was the inspiration for a concept based on the coming together of different disciplines under the umbrella of branding.
This project serves as an attempt to reposition a heritage brand that is slowly losing its dominance over Lebanese and Middle Eastern airspace. Below is a case study that briefly describes the challenges and opportunities faced by Middle East Airlines and how this information can be leveraged to propel the brand forward again.
GLIVEC/GLEEVEC® is revolutionary oncology drug that works as a targeted therapy, indicated for the treatment of Ph+ CML and GIST patients.
Design, Branding, healthcare
Team Dirty Thirty is a group of New York City women who get together on a frequent basis and engage in a run around Central Park. Due to the growth of the team and the willingness of its members to compete in races, a visual identity was established.
The identity is formed of 30 runners, giving meaning to the team name. It was first applied to t-shirts, hoodies and water bottles.
Branding for Sam's Cigars