We live in an age of surveys, with marketers constantly asking us our age, gender and personal preferences. All the while, they hope this information will unlock the key to edging out their competitors, once and for all.
If we apply this trend to health care, we can agree that some of this information could prove useful, but is it going to help us provide the best possible experience for our patients, clients and residents? The simple answer is – no.
A favourite author of mine, Clayton M. Christensen, wrote in 2016 that instead of focusing on demographic or psychographic information, we should focus instead on what he called “the job to be done.” Simply put, it means focusing to a greater degree on what users are trying to accomplish—that is, the progress they are trying to make—in a given circumstance, versus what age bracket they fall into. For instance, regardless of age, gender or profession, anyone who visits one of our facilities for a blood test is looking for the same thing: quick, efficient and thoughtful care that will allow them to complete this task easily and with no problems.
This line of thinking reminds me of the “Empathy” video we produced when I first became President and CEO of CIUSSS West-Central Montreal. We can look at all the statistics we want, but at the end of the day, when we pause for a moment and put ourselves in the shoes of our users, we can see quite clearly what they are going through. If we understand what our users need, and if we look beyond their diagnoses, we can not only provide them with better care, but with a generally improved experience on their road to recovery.
Once we’ve done that, we won’t just have accomplished “the job to be done,” but a job well done.