Healthcare Design - October 2018 - 37

©2015 JEFF S CROGGINS

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A dynamic pink glass
going to look and feel the same in every locawall guides users
tion. Coffee drinkers pay more money for their
through the entry
Starbucks latte because they know it will taste
and becomes a visual
the same in Dallas as it does in Tokyo, and
icon for each Warren
Clinic location.
they're comfortable with the ordering and pickup experience.
Healthcare organizations can learn from successful retailers to implement experiential brand consistency. This doesn't mean that every single
building or interior design needs to look and feel identical, but they all
must bring a brand promise to life in a way that feels familiar and consistently connects with your patients and staff. Experiential guidelines
define areas by their intended user experiences, such as ensuring the reception area is friendly and approachable or exam rooms are designed to
make the patient feel informed and in control, in addition to their functional characteristics. Most importantly, they include brand-defining
elements that are key features and spaces within the overall space that
reinforce an organization's key brand attributes. This could be anything
from soft music playing in reception spaces to warm lighting in the exam
rooms to vibrant artwork in the public corridors-each of these affects
the way a user experiences the environment.
For example, in 2013, CallisonRTKL began working with Saint Francis
Health System in Tulsa, Okla., to help the organization establish experiential consistency for its Warren Clinic outpatient locations. The design process began with site visits, competitive reviews, and stakeholder
interviews, followed by an immersive design charrette. One of the key
learnings was that while Saint Francis Hospital was highly regarded in
the region, the Warren Clinic experience was found to be inconsistent
and users frequently weren't aware it was part of the Saint Francis integrated health system. To address these issues, CallisonRTKL developed
experience guidelines that touched on everything, from the arrival sequence to the waiting room to the operational model, to reflect the Saint
Francis brand values.
One of the brand-defining moments in this concept is natural light, so
every public and staff area was intentionally designed to have direct access to light and exterior views of nature. The exterior and interior designs were also heavily influenced by the guidelines, with the exterior
featuring a prominent "glowing light" of the Saint Francis brand color
pink and the interior featuring a dynamic pink glass wall.
Operations were also considered when developing experiential consistency, and a clinic prototype based on a "plug-and-play" concept created a
standard model that allowed for growth and flexibility. It also gave patients
a sense of comfort and confidence when visiting different Warren Clinics,
as they knew what to expect from every location.
Utilizing these guidelines, the Saint Francis team was able to create a
consistent clinic experience across the Tulsa metroplex, with four new
locations opened and 10 more planned for the future.

OCTOBER 2018

37


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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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