Medical Construction & Design

MAY-JUN 2018

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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32 Medical Construction & Design | M AY/ J U N E 2018 | MCDM AG.COM BY JEN ANKERSON & HEATHER ROBBINS Consumerism is changing the business of healthcare, and brand loyalty is the Holy Grail. As patients take more control over their health spending, providers can infl uence buying decisions by off ering a patient experience that is pleasant, convenient and seamless across digital platforms and physical locations. As retailers and hoteliers know, design is central to the customer experience. The way a space looks and feels creates an emotional response that sticks in your memory, creates positive associations and ulti- mately infl uences the strength of a brand. Flooring decisions, while always important in health- care for practical reasons such as infection control, are now given added weight. Beyond initial cost, durability, mainte- nance, sustainability, noise and wayfi nding, fl ooring is now viewed as an integral part of a branded patient experience. Inspired by trends in hospitality, residential and retail design, the new wave of healthcare fl ooring is simple, naturalistic, comforting and even fun. Rather than seek to distract, today's best fl ooring solutions fi t together with stra- tegic architectural and furnish- ing decisions to create memo- rable moments for patients and inspire brand loyalty. Creating brand moments In their 2017 book The Power of Moments, branding gurus Chip and Dan Heath share a powerful bit of insight about how custom- ers experience brands: "When we assess our expe- riences," they write, "we don't average our minute-by-minute sensations. Rather, we tend to remember fl agship moments: the peaks, the pits and the transitions. This is a critical lesson for anyone in the ser- vice business, from restaurants to medical clinics." Flooring can assist in creating fl agship moments in two main ways: it can pop, or it can go away to allow other elements of the design to take center stage. Nebraska Medicine's new primary care clinic prototype is a great example of fl ooring creating a "wow" moment. In the lobby and staff spaces, bright red carpet tiles pop from the neutral gray back- ground, giving the entry expe- rience a sense of energy that is instantly memorable. Throughout the clinic, red appears in diff erent forms — in carpeting, upholstery, wall art, painted beams and translucent dividers — creat- ing a total look and feel that embodies Nebraska Medicine's motto of "Serious Medicine, Extraordinary Care." By repeating this scheme in four new clinics throughout the Omaha metro area, patients feel connected to a seamless care experience that capital- izes on experiential design. The carpeting at CHI Health's Creighton University Medical Center — Bergan Mercy ambulatory clinic in Omaha, Nebraska plays the opposite role of Nebraska Medicine's wild red — blending into the background to allow pops of "Creighton blue" to speak. An abstract carpet pattern of taupe and gray complements wood-look ceiling tiles and stair treads, but mostly avoids attention. Meanwhile, blue acrylic clouds, furniture, signage and LED lighting contribute Interiors ISSUE FOCUS CONSUMERISM ELEVATES HEALTHCARE FLOORING Flooring integral to creating 'wow' moments, calm patient spaces

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