In the ever-evolving healthcare landscape, patient wayfinding consistently ranks as a priority, yet it often falls victim to reactive measures instead of proactive strategies. Year after year, it lingers at number six on the priority list, with action only taken when situations escalate out of control.
The crux of the matter lies in the fact that patient wayfinding is not a visibly urgent problem – there’s no immediate crisis or “blood flowing through the streets.” It’s a silent challenge, and quantifying the exact costs associated with compromised patient wayfinding can be a daunting task, making it all too easy to turn a blind eye. However, estimates suggest that the financial impact can amount to hundreds of thousands annually (Zimring, 1990).
Too often, patient wayfinding is undervalued strategically and mistakenly treated as a mere “maintenance of signs” task. This operational approach focuses solely on ad-hoc solutions, such as responding to requests from colleagues (‘Can you place a sign here?’) or managing minor relocations and renovations, instead of addressing the broader strategic importance of patient wayfinding.
Problems escalate significantly with large new constructions or the introduction of (de)central check-in kiosks in hospitals. Particularly, the issues caused by the latter are frequently underestimated, leading to complete chaos in patient wayfinding. Before you know it, the wayfinding system becomes a patchwork of makeshift paper signs, leaving the person responsible for patient wayfinding with the thankless task of preventing further escalation. It becomes a no-win situation for them, amid constant criticism and a prevailing attitude of “How hard can it be?!” To add insult to injury, patient surveys reveal the poor experience of patient wayfinding, making it a truly thankless job.
Through ongoing research in the past months by EyeDog founder and Creator, Ralph Michels, who has spoken with 30 hospitals, a common scenario emerges: Patient Wayfinding is not given enough strategic thought. Every strategic business decision should take into account the significant impact on patient wayfinding! Patient Wayfinding is not just a maintenance task; it’s a critical strategic issue.
Therefore, we should advocate for an Accessibility Manager, equipped with a small team to think strategically about the accessibility of the entire service spectrum. This includes not only the (inclusive) accessibility of buildings but also touchpoints like websites, apps, letters, and more.
In every strategic decision, like the introduction of check-in kiosks, this Accessibility Manager should be involved. This way, problems can be addressed from the start, not retrospectively. Otherwise, it’s too late, and the intended cost savings from these kiosks turn into a huge expense as they are now.
It’s time to elevate patient wayfinding from an afterthought to a strategic priority, ensuring that every decision considers its far-reaching implications. By embracing a proactive approach and empowering an Accessibility Manager, healthcare organizations can enhance the overall patient experience, increase operational efficiency, and ultimately, provide better care.