1. TASK:
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.


2. APPROACH:

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.


3. OPPORTUNITY:
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.

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