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patient of the Future

Understanding the patient of the future and their decision-making process.

Regional Healthcare Organization with two

Hospitals in the Netherlands.

my role

Team Management

Observation Studies/Context research


Journey Mapping


Data Visualization

Workshop conceptualization & facilitation

Duration: 2 months
Manpower: Team of 30


The Challenge

Explain why, how and which patients choose the right hospital now and in the near future.


Identify the patient’s decision-making process and translate it in order to influence their “shopping”-behavior.


Develop personas as a tool to maintain and upgrade contact and “tuned” communication.


Create intrinsic involvement, ownership, and ambassadorship to explore and expand relationships with patients.


  • Four Persona (qualitative + qualitative research)

  • Patient decision-making factors

  • Decision Journey

  • End to end Blueprint for each Persona with recommendations of  worldwide BPC and results from co-creative Ideation sessions 

  • Benchmarking

  • Instructions for Co-Creation Sessions for hospital staff

  • Recommendation for the Business Intelligence team

  • Strategy to implement a change strategy


decision factors

Patient-centric care and cure are top-priorities within the hospital. Understanding the patient of the future, their needs, beliefs, and values, was the main goal of this project. To define the decision making process and factors of patients, map them on a journey and give new opportunities for an improved experience.

This journey was developed for each Persona


Patients are not users

To optimize the communication, relationship management and experience management of its patients, now and in the future, we developed personas. Personas provide a powerful and practical tool for becoming more patient-centric. When Zuyderland employees engage with personas, they look through the eyes of their patients and reflect on why, and how specific patients choose the hospital.


Persona development was based on the following data:

Qualitative Data: In Depths Interviews, Street Interviews

Quantitative Data in market research

End to end journey

A patient is not simply a customer or user. A patient is a human being in a weak and vulnerable situation. More emotionally involved patients give up control of their bodies and have to deal with complex information and decisions. Looking from end to end, the patient journey does not start in the hospital – it starts the moment the patient sees or feels that there is something wrong. Through digital or physical touchpoints, the patient journey can be improved from the very beginning, during treatment and up until follow-up. Digital advice opens an opportunity to create intimacy with patients.

The human Touchpoint

To improve a healthcare experience, we need to be aware that the main touchpoint is a human being. The wellbeing of the patients depends on the wellbeing and satisfaction of the employees. A satisfied employee is the foundation for happy patients. A sense of urgency needs to be installed among all employees and decision-makers in order to become a more patient-centric organization.

Human Centered Design

Zuyderland_Jouney_Persona_Blurr (Must be
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