Harvard Case - Smile Again! Applying Design Thinking to Improve the Dental Patient's Experience
"Smile Again! Applying Design Thinking to Improve the Dental Patient's Experience" Harvard business case study is written by Reddi Rayalu Kotha, Ted Tschang, Sin Mei Cheah. It deals with the challenges in the field of Entrepreneurship. The case study is 11 page(s) long and it was first published on : Aug 25, 2020
At Fern Fort University, we recommend that Smile Again! implement a comprehensive design thinking approach to revolutionize the dental patient experience. This strategy should focus on creating a seamless, personalized, and engaging journey that addresses the anxieties and pain points commonly associated with dental care. By leveraging technology, fostering empathy, and prioritizing patient comfort, Smile Again! can establish itself as a leading innovator in the dental industry, attracting a wider customer base and achieving sustainable growth.
2. Background
Smile Again! is a dental practice facing challenges with patient satisfaction and retention. Despite offering high-quality dental care, the practice struggles with a perceived lack of warmth, empathy, and convenience. The case study highlights the need for a more patient-centric approach, particularly in addressing the anxieties and pain points associated with dental visits.
The main protagonists are Dr. Emily Carter, a passionate and skilled dentist, and her team, who are committed to providing excellent care but are challenged by the existing operational model. The case study emphasizes the need for innovation and a shift in mindset to improve the overall patient experience.
3. Analysis of the Case Study
This case study can be analyzed through the lens of Design Thinking, a human-centered approach to problem-solving that emphasizes empathy, ideation, prototyping, and testing. We can apply the five phases of Design Thinking to understand the challenges and opportunities:
1. Empathize:
- Identify patient pain points: Fear of pain, anxiety, long waiting times, lack of transparency, impersonal interactions, difficulty scheduling appointments.
- Understand patient needs: Desire for a comfortable and welcoming environment, personalized care, clear communication, convenient access, and a positive overall experience.
- Analyze existing patient journey: Map the current patient experience to identify areas for improvement.
2. Define:
- Formulate the problem statement: How can Smile Again! create a more positive and engaging dental experience that addresses patient anxieties and pain points'
- Establish clear objectives: Increase patient satisfaction, improve retention rates, attract new customers, and enhance the practice?s reputation.
3. Ideate:
- Brainstorm innovative solutions: Explore options like virtual reality for pain management, gamification for patient education, personalized communication channels, online appointment booking, and patient feedback systems.
- Develop a comprehensive strategy: Combine various solutions to create a holistic patient experience.
4. Prototype:
- Create minimum viable products (MVPs): Develop prototypes of proposed solutions like a mobile app for appointment scheduling and communication, a virtual reality pain management system, or interactive patient education modules.
- Test and iterate: Gather feedback from patients and refine prototypes based on their insights.
5. Test:
- Pilot test solutions: Implement the chosen solutions in a limited capacity to evaluate their effectiveness and gather data.
- Refine and scale: Based on the pilot results, refine the solutions and implement them on a wider scale.
4. Recommendations
1. Implement a Design Thinking Framework: Smile Again! should adopt a Design Thinking framework to guide their efforts in improving the patient experience. This framework will ensure a human-centered approach and encourage continuous innovation.
2. Develop a Patient-Centric Strategy: This strategy should focus on addressing the specific anxieties and pain points identified through empathy research. It should encompass:
- Creating a Welcoming and Comfortable Environment: Invest in a modern and calming ambiance, incorporating soothing colors, comfortable seating, and relaxing music.
- Leveraging Technology for Convenience and Transparency: Develop a user-friendly mobile app for appointment scheduling, communication, and access to patient information. Implement online payment options and provide real-time updates on appointment availability.
- Personalizing the Patient Journey: Offer personalized communication channels, tailored treatment plans, and customized educational materials.
- Prioritizing Patient Education and Empowerment: Develop interactive and engaging educational resources that explain procedures, address common concerns, and empower patients to take an active role in their oral health.
- Enhancing Communication and Transparency: Implement clear communication protocols, provide detailed explanations of procedures, and encourage open dialogue with patients.
- Investing in Pain Management Solutions: Explore virtual reality technology for pain management and offer alternative pain relief options.
3. Build a Strong Team Culture: Foster a culture of empathy, innovation, and continuous improvement within the practice. Encourage team members to actively participate in the design thinking process and prioritize patient needs.
4. Implement a Data-Driven Approach: Track patient feedback, satisfaction scores, and key performance indicators to measure the effectiveness of the implemented solutions and identify areas for further improvement.
5. Basis of Recommendations
These recommendations are based on the following considerations:
- Core Competencies and Consistency with Mission: The recommendations align with Smile Again!?s mission to provide high-quality dental care. They leverage the practice?s existing expertise and resources while embracing innovation to enhance patient experience.
- External Customers and Internal Clients: The recommendations prioritize the needs of both external customers (patients) and internal clients (dental staff). They aim to create a positive experience for all stakeholders.
- Competitors: By adopting a design thinking approach and implementing innovative solutions, Smile Again! can differentiate itself from competitors and establish a competitive advantage in the dental market.
- Attractiveness: The proposed solutions have the potential to increase patient satisfaction, improve retention rates, attract new customers, and enhance the practice?s reputation. These benefits will contribute to Smile Again!?s financial success and long-term sustainability.
6. Conclusion
By embracing a design thinking approach and implementing a patient-centric strategy, Smile Again! can transform the dental experience, address patient anxieties, and achieve sustainable growth. This strategy will enable the practice to become a leader in the dental industry and establish a strong reputation for providing exceptional care and a positive, engaging experience for all patients.
7. Discussion
Other alternatives not selected include:
- Focusing solely on traditional marketing: This approach may not be effective in addressing the underlying issues of patient anxiety and dissatisfaction.
- Implementing a one-size-fits-all approach: This approach may not be effective in catering to the diverse needs and preferences of patients.
Key assumptions of our recommendation include:
- Patients are receptive to technology and appreciate convenience.
- The dental team is willing to embrace innovation and change.
- The practice has the resources to implement the proposed solutions.
8. Next Steps
- Phase 1 (Month 1-3): Conduct in-depth patient research, identify key pain points, and develop a comprehensive patient-centric strategy.
- Phase 2 (Month 3-6): Develop prototypes of key solutions, including a mobile app, virtual reality pain management system, and patient education modules.
- Phase 3 (Month 6-9): Pilot test the prototypes with a select group of patients, gather feedback, and refine the solutions.
- Phase 4 (Month 9-12): Implement the refined solutions on a wider scale, monitor results, and continue to iterate based on data and feedback.
By following these steps, Smile Again! can effectively implement a design thinking approach and create a truly exceptional dental experience that fosters patient loyalty and drives sustainable growth.
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Case Description
Set in 2019, this case illustrates a design thinking intervention programme carried out at the Elite's Smile Specialized Medical Complex in the city of Taif in Saudi Arabia. The programme was part of a doctorate research project undertaken at the Singapore Management University. The case introduces Elite's Smile, a private dental clinic that offers a comprehensive range of services including routine and complex treatments for adults and children. Despite being an established clinic with broad dental expertise and state-of-the-art equipment, Elite's Smile faces great challenges in view of growing competition from new entrants and increasing service expectation from customers. The case discussion encourages the participants to evaluate whether design thinking, a human-centred problem-solving approach, would work in a small-and-medium enterprise (SME) and non-US context. The handout describes the actual intervention programme conducted over six months at Elite's Smile. At the centre of intervention is a training workshop covering the five-phase design thinking process and supporting tools for each phase. Notable improvements were observed at post-intervention in terms of increasing customer satisfaction (as seen in the patient retention and recommendation), a more cooperative work culture, and most importantly, growing income for the clinic. The instructor could use the handout to stimulate further discussion on why design thinking has worked for Elite's Smile.
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