Previously, on HealthTech 2018, we shared our insights about Concierge Medicine and Direct Primary Care, which we gained through field observation and secondary research.
This week we officially launched our primary research phase, and started strong with completing 25 interviews completed with people who have either been to an ER or urgent care center, or have worked in related fields. While we’re expanding our affinity diagram, we’re excited to share some of our primary insights emerging from those interviews.
Waiting is painful, but not knowing what to expect is even worse.
In almost all of the interviews, people talked about how long they waited in the ER before being seen. However, it is not just the wait. It’s that when they were in the moment of feeling nauseous or panicking, no one from the ER tended to them,or informed them about when they would see the doctor. One interviewee said: “towards the end of the wait, I thought people forgot that I was there since no one talked to me.”
Most people had someone else help them make the decision.
In all of the interviews, no one was alone when they had a medical emergency. In most cases, family and friends recommended the interviewee go to the ER based on their personal knowledge and experience. People also tend to consult others who have been through similar situations. In some other cases, the interviewees talked to medical staff for advice. Most people never tried to search on the Internet to make the decision on themselves in that moment, with one exception who checked the price of an ER visit on her insurance’s company.
People have common criteria for picking which ER to go to.
Proximity is one huge factor people consider when choosing an ER. In one case, the interviewee was presented with several different options, and decided to visit the closest one. Other factors people consider include recommendations, reputation, familiarity, and expected treatment. One interviewee went to the ER because her mom insisted on getting a CT scan, which is not available in the urgent care center they usually go to.
People expect empathy in their healthcare experiences
Empathy is a common expectation we observed throughout the entire ER experience, from waiting, to treatment, to potential follow-ups after leaving the ER. When asked about the best part of their ER visits, many interviewees said that doctors were caring, and they felt that their situations were taken care of when talking with medical staff who had a good understanding of their cases. One interviewee said she was pleasantly surprised when she received a follow-up phone call from the ER doctor, whereas the other interviewee felt somewhat frustrated getting an automated phone survey about his ER experience. How we can intervene so that patients feel well taken care of and comforted in the moment of vulnerability is an interesting question to consider moving forward.
Next time, on HealthTech 2018, we will share more in-depth insights from our affinity diagram based on interviews, and where we will be looking to make a change.
