Medical Construction & Design

JAN-FEB 2016

Medical Construction & Design (MCD) is the industry's leading source for news and information and reaches all disciplines involved in the healthcare construction and design process.

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28 Medical Construction & Design | JA N UA RY/ F EBRUA RY 2016 | MCDM AG.COM AFFORDABLE CARE AGE generation Z has some alignment with millennials but have unique characteris- tics. More attuned to social issues, gen Zs are more modest and more actively en- gaged than their millennial counterparts. Having grown up in a more challenging economy amid greater political chaos, this generation is signifi cantly more mature and educated than prior generations. Driven to fi nd solutions to fi x the prob- lems experienced, over 60 percent of gen Zs aspire to be entrepreneurs and want to "make an impact" that blends fi nancial success with positive social impact. Gen Zs also appreciate authenticity and humil- ity in others and expect to infl uence deci- sions and outcomes in collaboration with those whom they interact. For healthcare providers, these generational characteristics would require more attention to price-sen- sitivity, on-demand access, pro-active personal interaction, reciprocity, co-creation and authentic partner- ship with self-ef acing providers to solve problems and achieve desired outcomes. Omnichannel Omnichannel is an important strategy defi ned as a seamless approach to the consumer experience through all available physical and digital communication channels integrated together as a brand. Channels include physical space, televisions, computers, mobile devices, catalogs/ brochures, signage and other touchpoints. The key is in the seamless integration, since an organization may have many touchpoints not integrated and do not achieve the same objectives. Retailers that have fully embraced omnichannel strategies have experienced increased consumer engagement and sales. Within healthcare, payors have been working on the adoption of omnichannel strategies, and it is essential for providers to do the same to build and strengthen that ef ective system of care delivery. How an organization uses its existing space in concert with other strategies can generate customer engagement and loy- alty by leveraging "the power of tribes." Coined by Seth Godin, a tribe is a group of people connected to one another, a leader and an idea. Many retailers have created environments that effectively build customer loyalty through usage of space. They provide generative environments with activities that bind people to the brand and to others, who are like minded. How an organization thinks about space in a temporal way can also build sales and customer loyalty. Many retailers use pop-up shops to go where customers are at appropriate times. This strategy can be employed utilizing temporarily available leased space through companies, such as storefront.com or using modular buildings, such as shipping containers. When designing a healthcare delivery and physical space, it is important to look at today's and tomorrow's patient populations in order to adapt accordingly. At the same time, consumers' brand awareness of an organization needs to shift from transactional to relational and experiential to build sustainable loyalty. If there is a focus on authentically aligning with consumers' unique interests to co-create design solutions to improve healthcare access and value wherever they are, there will be exponential improvements that will pave the way for the affordable care age. William "Bill" Evelof , MBA, AIA, is vice president of Petra Integrated Construction Strategies, a subsidiary of The Innovation Institute and recent spin-of of the St. Joseph Health Design and Construction division. He has over 20 years of experience in the architectural planning and design industry. The Village at Irvine Spectrum is a wellness center built within a residential development to provide medical care within walking distance to where people live. Far Left: The Wellness Corner at Park Plaza in Irvine, California offers convenient health services for people working in a corporate offi ce park, including walk-ins and same-day appointments. WELLNESS CORNER VILLAGE AT SPECTRUM ISSUE FOCUS $122b Hospitals have absorbed $122 billion in reimbursement cuts and bad debt since 2010. Source: American Hospital Association 1/3 of providers recently surveyed believe that the ACA will lower the per-patient cost of healthcare. Source: 2015 Mortenson Healthcare Industry Study

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