What’s the connection between Disney World, Carnival Cruises, and the healthcare industry? It’s all about the experience.
THE FUTURE OF HEALTHCARE
Hospitals, Meet Hospitality
Healthcare is no stranger to amazing advancements made possible by technology. Ultrasounds, growing organs from stem cells, and preventative diagnostic equipment are just a few examples of how tech is constantly changing the face of medicine. Now, with everything tech has to offer, Launch’s vision is to change the heart of medicine. How does that transformation happen?
The pinnacle of the digital transformation journey is Apex Experiences. These are experiences aren’t digitized or retrofitted to take advantage of modern technology - they are an experience that couldn’t exist without the cutting edge of technology. They make life easier or better in some way because of the convenience, connection, or power that’s bestowed by a digitally native application.
Healthcare is an industry that’s ripe for transformation—not just the providing of care, or the complex business processes supporting the provider/payer relationships, but the experience of participants in the ecosystem of sourcing, provisioning, and paying for healthcare. To get there, we must see patients, physicians, nurses, and caregivers as what they are: consumers.
Apex Experiences in the Consumer Sector
In 2014, Disney launched MagicBand. An all-in-one pass to Disney parks, MagicBand uses an IoT platform to integrate with all enabling applications, including ticketing, FastPass+, MyPhotoPass, payments, door locks, and more. This project was one of the earliest and largest experience-focused digital transformation initiatives, with over a billion dollars invested by Disney to make it a reality. (Launch Consulting, partnered with product design firm Synapse, created that IoT platform.)
Since its launch, the MagicBand has been so successful that it has become the epitome of what digital transformation could do for a business and a brand; so much so, that many other companies and industries have looked to create a “MagicBand Experience” of their own.
That includes Carnival Corporation, which developed the premiere OCEAN Medallion experience for their Princess Cruise brand. Carnival’s experience platform, developed by Launch, now powers 18 Medallion Class ships, using over 7000 sensors per ship to enable real-time, personalized, and friction-free experiences for cruise guests.
MAGICBAND Disney see big data as a key to unlocking consumer patterns
Features included are "wayfinding" (so you can track and find your party - or avoid them - on an 18-deck ship that spans nearly a quarter of a mile long), location-based food and beverage delivery, shipboard security and verification that uses facial recognition, passenger safety for muster drills, and proximity-based door-lock access.
The OCEAN Medallion product and the connected experience platform govern every experience, use case, application, and crew and passenger interaction—from pre-boarding to all shipboard experiences, to post-cruise engagement.
Connected Spaces allow spaces to respond to changing conditions and enable humans to interact with their surroundings in new and more productive ways.
A SEEMLESS EXPERIENCE OCEAN is the first ever to fully deliver on the promise of personalized experiences based on location, identity, and context.
TOTAL EXPERIENCE Your customers aren’t the only people who deserve a great experience. Your team does, too.
Apex Experiences in the Consumer Sector
One may ask: How is the cruise industry related to healthcare? Interestingly, in many ways. Hospitals and cruise ships are very similar physical environments. Both are large, complex structures with many levels. Essentially, they’re self-contained cities. It’s challenging to navigate these large physical spaces, but incredibly important to be able to find people and get them to the right place at the right time. Lots of ‘crew’ and visitors also can mean lots of paperwork.
Way-finding capabilities are more specific than blue dot navigation, location intelligence, file and process digitization, digital ID capture, and authentication... Carnival uses all of these features to improve safety, security, and quality of experience and are equally available and useful to healthcare settings. Healthcare is just one of the many industries that have been ‘consumerized’ over the past few years. Virtual care reduces or eliminates the need to see your doctor in person. Home delivery of prescriptions is the Uber Eats or Instacart of pharmacies.
Historically walled garden systems such as EPIC and Cerner are opening and integrating, allowing patients real-time access to their healthcare information. Having access to the historical lab and test results for trend analysis - including in the form of wearables like Apple Watch and Garmin products - is hugely valuable in the ongoing management of one’s health and wellness!
THE VENUE Ship or building as an experience platform.
Heathcare is just one of many industries that have been ‘consumerized’ over the past few years.
The next step of transformation is treating healthcare spaces like theme parks and cruise ships. That doesn’t mean building rollercoasters (although...) so much as building a system around three things:
Security and safety in large spaces—knowing everyone’s location within the environment, as well as contextual information relative to that person’s journey through the healthcare system.
Understanding of how people experience the space—stitching together historical physical and digital touchpoints to create a more informed picture of the temporal travel of patients and providers through the digital and physical value streams of healthcare.
Commitment to elevating experiences—using data to inform better building flows, shorter wait times, better parking information, and more in order to satisfy the people in the system and create better health outcomes.
All these technologies contribute to a larger ecosystem of enabling and elevating guest-like experiences for people in healthcare settings. Imaging new consumer-centric experiences onto the healthcare system - capitalizing on transformational programs like Disney’s MagicBand and Carnival’s OCEAN Medallion - means that innovative healthcare systems can stand apart.
Using these platforms and technologies will not only create better experiences for patients, providers, and payers, improving ratings and retention; it will also create better care distinction and enhance the brand of healthcare and services provided. Imagine rivaling the best entertainment products and brands in the marketplace. Now that’s putting the “hospital” in “hospitality.”
Mark Hadland is a serial entrepreneur, avid hiker, wine connoisseur, and foodie who treats everything he does as an Apex Experience. You can read about Mark’s adventures on his blog: hikingwithhadland.com.
Mark hadland Consumer Sector Lead Launch Consulting