I don’t know if it’s wise to say that a successful product is born out of frustration, but I guess a lot of it depends on what you did with that frustration.
Seventeen years ago, we knew we could improve the patient experience.
I had worked in health technology for most of my career. Like everyone else, I was tired of having a notebook full of forms every time I visited a new doctor’s office. I don’t know of anyone who has ever reacted positively to getting this clipboard. There is no user experience aspect to the process. The forms always seem to come from a different source, are photocopied from a slightly different angle, and ask for the same information. While you’re filling out forms, other people are called into exam rooms and you’re just trying to skim through page four.
We thought check in could be as easy as an ATM. You arrive at an ATM, insert a card and the machine recognizes you.
Creation of a digital patient registration product
We focused on digitizing the record. We developed the product and we expanded our team. We would bring people in for interviews and mention the word “clipboard”, and the interviewees would start nodding. That point of clipboard frustration was a common thread. We’ve all been through it, and no one liked it, but everyone’s doctor did.
Without realizing it, we were growing a company where everyone wanted to improve that shared experience.
Our development teams want to create a smarter product. Our Implementation, Support, and Customer Success teams want to see perfect fit and use. Our marketing team wants to tell you all about the “why” and “how” of health technology tools.
Recognize a winning model
A few years ago, we were looking for a partner to help us develop our digital planning offer. We came across a company in Tel-Aviv.
When we first met, the founders said, “We were expecting a baby. Trying to make an appointment was so frustrating. So we came up with a solution.” We knew it would be a perfect fit.
The Common Thread of Culture
Our initial product is now a platform. We have worked closely with our customers to develop the capabilities best suited to their work.
What’s happened is that no matter where you look in the business, you’ll find solution-oriented people. Each team puts its skills and talent at the service of improving the patient experience. We also have an integrated UX. Every time a team member goes to a doctor’s appointment and feels frustrated, they talk about their work in the office. We hear these stories over and over again during morning stand-ups.
We are a company that wants to continue to evolve and deliver a solid product. It turns out that the problem we are working to improve helps us develop a dynamic environment. As a co-founder, that’s something you hope for.
No one runs into frustration. But I think it’s a powerful indicator. He can tell you, in the simplest of knee-jerk reactions, that something isn’t working. When you can take that feeling and find different and lasting ways to create change, it becomes a springboard for great things.