HealthcareUnderstanding customer behavior towardsHealthcare and WellnessBang DesignApproach NoteVersion 1.0

BackgroundIt is apparent that there exist relatively more number of research work about healthcare, healthcare issues, for children and older people(above 50yrs). The age group of 30-45yrs has been forgotten. A predominant psychological feeling of “when you are thirty (age) you are not getting any younger” and “after thirty your health slowly starts degrading” exists. Coincidentally it is also an age group with higher stress levels, more work-less time, peak of their professional careers. Therefore there exists less of feel good in terms of health.From a business standpoint it is apparent that this age group would visit a hospital least number of times. As a hospital this is an untapped business potential. There exists an opportunity for hospitals/health centers to build a service in vision to enhance a feeling of wellness.

BackgroundBefore defining definite direction to the research, it is important to investigate the attitudes/behaviour towards hospitals/healthcare systems with a macro perspective. This would prove to be fundamental for any future research and implementation in this area. The use of sociological techniques of Participant Observation and Symbolic Interactionism (which deals with objects and meaning) will give us the macro perspective. The apparent ‘fear of hospitals’ as well as ‘fear, uncertainty and doubt’ experienced while dealing with and in hospitals, needs a better understanding, before being addressed. People’s attitude towards health commitment (that includes exercise, food control, routine health check ups) is apathetic, to procrastinate, trade offs between tasty and healthy. It is also apparent that people WANT to be health committed. Generally, there is nothing that drives, inspires or provokes them to be health committed. High health commitment is overlooked to be the major cause of healthy living.

The second dimension Spaces, environment, interaction, information… reflects human behaviour and UserExperience. Poor user experience will result in inaccurate judgements that would affect the brand name. It is important to find out ‘what fits’ and the current judgements. The right use of Service design techniques and Information architecture (keeping culture in mind) will improve process efficiency/workflow and customer appraisal. To build an efficient service design, an in-depth study of existing processes (workflow) is advised. An understanding/observation of ‘Time, Space and Human reaction’ will be the key. Time meaning recording the span of time of each interaction, Space is understanding the interactive space and Human reaction is noting down every reaction of the subjects (questioning them if necessary) within the interactive space. Apart from the initial insight, the co-relation of the same and the analysis will provide us with richer insight and help in forming the ideal situation.

Sample Size| Location

Sample Size for InterviewsSample size is 14 families for face to face meetings. 2 families will be studied in areas of higher importance. The areas within Bangalore covers north, south, east and west of Bangalore. They have also been chosen in way of dividing old and new Bangalore. We will also visit one medical clinic (smaller establishment) each per area and a total of 8 clinics.

Data Collection | Methods

Introduction to our methodsWe use modified anthropological and design research methods for data collection and analysis. Broadly the methods will include in order of importanceContextual Enquiry with In-Depth InterviewsGarnering secondary information via published literature. This is recommended‘Think aloud’ method in context with purchase of supplements and over-the-counter drugs and visits to hospitals.Observation methods will be key to this form of research mainly to identify ‘if people DO what they claim they DO’. This is extremely useful as most people find it hard to articulate their experiences.

Contextualize everythingWe find that current methods of rigid questionnaires do not do enough to reflect the interest of the customers/patients. Customers are likely to have varied ideas about health, health care establishments and hospitals. They are generally driven by what other people (including media) say about a particular healthcare establishment and not form their own opinion. By digging deeper into their experiences we are likely to garner deeper insight.Our methods will include spending time at smaller clinics, hospitals, inside peoples home, and at pharmacists while making notes through participant and non-participant observation and photo recording the contexts.

Investigative and discovery questions

Discussion guide (customers)What does health mean?What do you think good health is? How do you feel about your own health?Do you have problems with your current lifestyle?Are there changes you would like to make in your lifestyle/routine?What do you firmly believe in and or practice mentioned below? Or any other healthy practice?1. Rigorous exercise at the gym - a)Strongly agree b) agree c) neither d) disagree e) strongly disagree2. Yoga, surya-namaskar - a)Strongly agree b) agree c) neither d) disagree e) strongly disagree3. Walking, jogging - a)Strongly agree b) agree c) neither d) disagree e) strongly disagreeGym instructors area) Role models b) health gurus c) heavily built thugs who beat up people, no brainers d) other Do you keep a check on your weight? How often do you scale your weight?a) Monthly b)3-6 months c) yearly d) only when I am ill e) otherHow often do you measure your BP?a) weekly b) Monthly c)3-6 months d) only when I am ill e) otherDo you measure your intake of calories, vitamins and protein?

What does health mean?

What do you think good health is?

How do you feel about your own health?

Do you have problems with your current lifestyle?

Are there changes you would like to make in your lifestyle/routine?

What do you firmly believe in and or practice mentioned below? Or any other healthy practice?

Gym instructors are

Do you keep a check on your weight?

How often do you scale your weight?

How often do you measure your BP?

Do you measure your intake of calories, vitamins and protein?

Discussion guide (customers)What does illness mean to you? How often do you get a headache?any other ‘minor’ recurring ailments?Do you go to different hospitals or clinics for different illnesses?Do you have a ‘family doctor’? Do you trust him or her more than the other doctors? How would you describe an experience with him? Friendly? professional?Under what circumstances do you/would you visit a hospital, And a neighborhood clinic, And a chemist? When do you think you start getting ‘old’? After 30yrs? 40?...

What does illness mean to you?

How often do you get a headache?

any other ‘minor’ recurring ailments?

Do you go to different hospitals or clinics for different illnesses?

Do you have a ‘family doctor’? Do you trust him or her more than the other doctors? How would you describe an experience with him? Friendly? professional?

Under what circumstances do you/would you visit a hospital,

And a neighborhood clinic,

And a chemist?

When do you think you start getting ‘old’? After 30yrs? 40?...

Discussion guide (customers)Does your family have health insurance?What do you dislike about hospitals?Do you have complaints against the hospitals that you have been to?What do you think of independent diagnostic centers? What do you think of hospital procedures?Do you use alternative medicine?

Does your family have health insurance?

What do you dislike about hospitals?

Do you have complaints against the hospitals that you have been to?

What do you think of independent diagnostic centers?

What do you think of hospital procedures?

Do you use alternative medicine?

Discussion guide (doctors of smaller establishment)On average how many patients do you treat in a day?What kind of ailments do you treat at your establishment?Under what kind of circumstances would you refer a patient to a hospital? How long do your regular patients stay with you? How do you get new patients?Do patients consider you to be a ‘family doctor’? Do you maintain health records of each customer? How do you do it?Do you practice in more than one clinic?

On average how many patients do you treat in a day?

What kind of ailments do you treat at your establishment?

Under what kind of circumstances would you refer a patient to a hospital?

How long do your regular patients stay with you? How do you get new patients?

Do patients consider you to be a ‘family doctor’?

Do you maintain health records of each customer? How do you do it?

Do you practice in more than one clinic?

Absolute Questions (samples)

Discussion guide (customers)Would you consider yourself heath conscious?Would you consider yourself health committed? How often do you eat out?How frequently do you visit a doctor?For a health check up I would rather go to a clinic than a hospital.a)Strongly agree b) agree c) neither d) disagree e) strongly disagreeI consult more than one doctor.a)Strongly agree b) agree c) neither d) disagree e) strongly disagreeWho administers medicine for you?a)Spouse b)self c) parents d)other- I periodically update my health records? a)Strongly agree b) agree c) neither d) disagree e) strongly disagree

Would you consider yourself heath conscious?

Would you consider yourself health committed?

How often do you eat out?

How frequently do you visit a doctor?

For a health check up I would rather go to a clinic than a hospital.

I consult more than one doctor.

Who administers medicine for you?

Discussion guide (customers)- Whom do you consult before choosing a hospital?a)Self b) friends c) doctors d) family e) none of the above.I read or find information from the newspaper/internet etc and then choose a hospital.a)Strongly agree b) agree c) neither d) disagree e) strongly disagreeI visit a neighbourhood doctor because hospitals are. a)Too far b) Inconvenient c) Costly d) I trust my family doctor e) other- Do you associate Hospitals to be like temples?.a)Strongly agree b) agree c) neither d) disagree e) strongly disagreeDo you find Hospitals scary.a)Strongly agree b) agree c) neither d) disagree e) strongly disagree-Do you practice yoga, tai chi, reiki or any other wellness activities?

I read or find information from the newspaper/internet etc and then choose a hospital.

I visit a neighbourhood doctor because hospitals are.

Do you find Hospitals scary.

Study Deliverables The underlying purpose of the study is to understand the Aspired Lifestyle (with respect to health) that people want to lead. Research findings(from the discussion guide) and analysis will give us sufficient insight about the perception of health, ‘Healthy living’, hospitals, healthcare systems, doctors, health icons. Further, merging/analysing observations with data collected, new insight will be found. These findings will illustrate “what fits and what does not fit”.By understanding the above perceptions, the study will prove to be fundamental in similar areas of research.Being health committed appears to be the less convenient lifestyle that people avoid and yet aspire for. Using cultural cues, understanding people’s decision making, behaviour patterns (with respect to people and spaces), success stories of small establishment doctors, understanding the ‘fear, uncertainty, doubt factor’ about hospitals and other relevant insight, a service will be designed to Push people to lead a healthier lifestyle.Our study will bring out segments of users (Personas) within the same target age group. The study will bring out a better understanding of the Social, Cultural, Psychological aspects aiding designers with a thorough context and inspiring them to be build innovative service design, user experience, information architecture.

Research findings(from the discussion guide) and analysis will give us sufficient insight about the perception of health, ‘Healthy living’, hospitals, healthcare systems, doctors, health icons. Further, merging/analysing observations with data collected, new insight will be found. These findings will illustrate “what fits and what does not fit”.

By understanding the above perceptions, the study will prove to be fundamental in similar areas of research.

Being health committed appears to be the less convenient lifestyle that people avoid and yet aspire for. Using cultural cues, understanding people’s decision making, behaviour patterns (with respect to people and spaces), success stories of small establishment doctors, understanding the ‘fear, uncertainty, doubt factor’ about hospitals and other relevant insight, a service will be designed to Push people to lead a healthier lifestyle.

Our study will bring out segments of users (Personas) within the same target age group.

The study will bring out a better understanding of the Social, Cultural, Psychological aspects aiding designers with a thorough context and inspiring them to be build innovative service design, user experience, information architecture.