Personas Bring Abstract Health Care Consumers To Life

Matt Hummel, Founder and President of Red Privet

“A recent Accenture report found a significant correlation between superior patient experiences and higher margins for hospitals of every type and size. In an increasingly choice-driven health care industry, it’s no wonder that ‘patient-centricity’ is a buzzing topic for a variety of stakeholders—from regulators and payers to provider organizations,” says Matt Hummel, founder and President of Red Privet, a customer research, digital design, and experience strategy firm.

“While there is no universally accepted definition, at its core and as the name suggests, patient-centricity is about putting the patient at the center of every product or service design. But to truly design a patient or customer-centric experience—one that is empathetic and authentic—it’s critical to get a complete, 360-degree understanding of customers (whether patients, providers, or caregivers) as people with real needs, concerns, and feelings along their health care journey. Personas can help us achieve this goal,” Hummel says.

A user persona, according to Hummel, is a qualitative tool “that creates a fictional character to serve as an archetype to guide design and development. Often based on quantitative and ethnographic research inputs, a user persona brings the abstract concept of a targeted audience to life.”

To learn Hummel’s tips on how to go from research to personas in 3 steps, as well as how to avoid stereotyping consumers, read the full article now: How to Find Value in Personas for Health Care Marketing.

Best regards,
Matt Humphrey
President