Healthcare Design - October 2018 - 35

IN FO C U S
S T R A T E G I C A P P R O A C H E S to D E S I G N C H A L L E N G E S

AS HEALTHCARE ORGANIZATIONS continue to expand beyond their primary markets, building
new facilities or acquiring existing ones, it's vital that patients and staff have the same brand
experience-no matter the location. Delivering a consistent experience in the built environment helps establish an organization as an
authentic brand. When patients know what
to expect from an organization, regardless of
what service they're receiving or where they're
receiving it, they're more likely to trust that organization to answer future needs and to recommend it to friends and family.
This is called creating "experiential consistency" and it includes all the interactions a user
has with a space, beginning the moment he or
she walks in the door. Experiential consistency
can serve as a touchpoint within the physical
space, regardless of location, that helps develop
long-term relationships with users.
I M P O R TA N C E O F C O N S I S T E N C Y

BRANDING

DAVID SENIOR

G R E AT E X P E C TAT I O N S  

Establishing experiential consistency across facility locations can
help build trust and establish brand authenticity By Sarah Wicker
Kimes

Achieving experiential consistency begins with
a strong understanding of a brand internally. All
organizations have a brand, whether they proactively manage it or not. A brand isn't what they
say about themselves; it's about what patients,
staff, and visitors say or think about them. It's
not a logo or a tagline, but a promise about an experience someone is going to have.
Most sophisticated healthcare organizations
have spent the time and resources to develop a
relevant, emotional brand that might include
everything from marketing materials to signage
and graphics.
But problems occur when that brand development doesn't move beyond the walls of the corporate offices and into the walls of healthcare
facilities, where users have the most direct interaction with it. Furthermore, as organizations
grow beyond a single site, it becomes increasingly difficult to maintain consistency due to
multiple teams managing service lines and locations. Inconsistencies occur when leaders make
decisions based on personal preference versus
sticking to strict design guidelines.
Successful retail brands have been
focusing on experiential consistency
for years. Shoppers know that when
they walk into a Target store, it's

OCTOBER 2018

35



Table of Contents for the Digital Edition of Healthcare Design - October 2018

Healthcare Design - October 2018
Contents
Editorial
Show Talk
2018 Hcd Expo Preview
A Future So Bright
Haped by Nature
Branding
Product Spotlight
The Center
Face Time
Healthcare Design - October 2018 - Intro
Healthcare Design - October 2018 - Healthcare Design - October 2018
Healthcare Design - October 2018 - Cover2
Healthcare Design - October 2018 - 1
Healthcare Design - October 2018 - 2
Healthcare Design - October 2018 - Contents
Healthcare Design - October 2018 - 4
Healthcare Design - October 2018 - 5
Healthcare Design - October 2018 - 6
Healthcare Design - October 2018 - Editorial
Healthcare Design - October 2018 - Show Talk
Healthcare Design - October 2018 - 9
Healthcare Design - October 2018 - 10
Healthcare Design - October 2018 - 2018 Hcd Expo Preview
Healthcare Design - October 2018 - 12
Healthcare Design - October 2018 - 13
Healthcare Design - October 2018 - 14
Healthcare Design - October 2018 - 15
Healthcare Design - October 2018 - 16
Healthcare Design - October 2018 - A Future So Bright
Healthcare Design - October 2018 - 18
Healthcare Design - October 2018 - 19
Healthcare Design - October 2018 - 20
Healthcare Design - October 2018 - 21
Healthcare Design - October 2018 - 22
Healthcare Design - October 2018 - 23
Healthcare Design - October 2018 - 24
Healthcare Design - October 2018 - 25
Healthcare Design - October 2018 - 26
Healthcare Design - October 2018 - 27
Healthcare Design - October 2018 - Haped by Nature
Healthcare Design - October 2018 - 29
Healthcare Design - October 2018 - 30
Healthcare Design - October 2018 - 31
Healthcare Design - October 2018 - 32
Healthcare Design - October 2018 - 33
Healthcare Design - October 2018 - 34
Healthcare Design - October 2018 - Branding
Healthcare Design - October 2018 - 36
Healthcare Design - October 2018 - 37
Healthcare Design - October 2018 - 38
Healthcare Design - October 2018 - 39
Healthcare Design - October 2018 - Product Spotlight
Healthcare Design - October 2018 - 41
Healthcare Design - October 2018 - 42
Healthcare Design - October 2018 - 43
Healthcare Design - October 2018 - 44
Healthcare Design - October 2018 - 45
Healthcare Design - October 2018 - The Center
Healthcare Design - October 2018 - 47
Healthcare Design - October 2018 - Face Time
Healthcare Design - October 2018 - Cover3
Healthcare Design - October 2018 - Cover4
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