hunt adkins: healthcare showcase
DESCRIPTION
We believe that the ultimate risk in the traditionally risk-averse healthcare industry is to do work that is safe. Let us show you the way we see healthcare.TRANSCRIPT
HUNT ADKINS
HEALTHCARE SHOWCASE
1
THE WAY WE SEE HEALTHCARE
We believe that the ultimate risk in the traditionally
risk-averse healthcare industry is to do work that is safe.
Let us explain.
You are fiercely driven to tell your brand story, purposely
connect with consumers and incite action. So you start with
a big idea. Something magnificently different. Something
that grabs people by the brain stem and squeezes.
Many are called to judge the big idea, to offer criticism.
And many offer good feedback.
A few however, are nervous. They like it, but….
But.
THE WAY WE SEE HEALTHCARE
There are some things that they would like removed—very small
things, mind you, just the sharp, dangerous edges. Anything that
could poke someone.
And since the requests seem so minor, who can refuse them?
So the corners are sanded off. Edges are filed down. Until the big
idea becomes a smooth, innocuous thing and it’s rolled into the
world to a collective yawn.
Producing a “safe” idea is the ultimate risk. You risk being ignored.
You risk throwing all your marketing money into the dark oubliette
of homogeneity.
The safest, surest approach to success in the healthcare industry is
to create experiences that poke and prod. Ideas that make people
laugh and cry, that are covered with corners that incite and edges
that fascinate.
The sharp corners are the big ideas. Big ideas that will get you results.
Explore the enclosed to see what we’re talking about.
3
HEALTHCARE CAN BE COMPLICATED,
CONFUSING, AND IT AFFECTS
EVERYONE
THAT DOESN’T MEAN HEALTHCARE
MARKETING HAS TO BE EXPECTED
THE COMPLEX CAN BE SIMPLE
AND APPROACHABLE
THE HUMAN JOURNEY
IS WHAT MATTERS MOST
5
BRAND LAUNCH
7
NEED
GET PEOPLE TO CHOOSE MAYO CLINIC HEALTH
SYSTEM FOR ALL HEALTHCARE NEEDS.
NEED
CHALLENGE
The relationship between Mayo Clinic and the new Mayo Clinic
Health System was not well understood by internal or external
audiences. How do we promote the new brand name and Mayo
Clinic’s connection without losing local community support?
9
“I worry about what this will mean for my doctor. There has always been something special for me to run into my doctor at 11 p.m. in the grocery, to know he’s also like a neighbor. I don’t want one of theirs from out of town.”Patient Advisory member / Community member
11
SOLUTION
POSITION MAYO CLINIC HEALTH SYSTEM AS THE LEADING
REGIONAL HEALTHCARE PROVIDER IN YOUR COMMUNITY
BY LEVERAGING THE UNPARALLELED POWER BEHIND MAYO
CLINIC’S COLLABORATIVE MODEL OF CARE.
mayoclinichealthsystem.org
mayoclinichealthsystem.org
13
© 2011 Mayo Foundation for Medical Education and Research. All rights reserved. mayoclinichealthsystem.org
NNNNNNNNeeeeeeeevvvvvvveeeeeeerrrrr uuuuuuuuuuuuunnnnnnnnnnnnnddddddddeeeeeeerrrreeeeeeeesssssssstttttttiiiiiiimmmmmmmaaaaaattttttteeeeeeee tttttthhhhhhhheeeeee pppppppoooooowwwwwwweeeeeerrrrrr ooooooooffffff ccccccccoooooooolllllllllllllaaaaaaaabbbbbbbbbooooooorrrrraaaaaaattttttiiiiioooooonnnnnnn..What if George Washington had tried to cross the Delaware alone? Through the power of
collaboration, Mayo Clinic Health System brings Mayo Clinic to you and your neighbors
for life. Now thousands of medical experts are working
together and sharing knowledge for a single purpose: you.
© 2011 Mayo Foundation for Medical Education and Research. All rights reserved. mayoclinichealthsystem.org
NNNNNNNNeeeeeeeevvvvvvveeeeeeerrrrr uuuuuuuuuuuuunnnnnnnnnnnnnddddddddeeeeeeerrrreeeeeeeesssssssstttttttiiiiiiimmmmmmmaaaaaattttttteeeeeeee tttttthhhhhhhheeeeee pppppppoooooowwwwwwweeeeeerrrrrr ooooooooffffff ccccccccoooooooolllllllllllllaaaaaaaabbbbbbbbbooooooorrrrraaaaaaattttttiiiiioooooonnnnnnn..What if George Washington had tried to cross the Delaware alone? Through the power of
collaboration, Mayo Clinic Health System brings Mayo Clinic to you and your neighbors
for life. Now thousands of medical experts are working
together and sharing knowledge for a single purpose: you.
17
“It’s Time” “Apollo 13”
“Suffragette” “Railroad”
MAYO CLINIC HEALTH SYSTEM Brand Campaign : Television
“It’s Time” “Apollo 13”
“Suffragette” “Railroad”
MAYO CLINIC HEALTH SYSTEM Brand Campaign : Television
“It’s Time” “Apollo 13”
“Suffragette” “Railroad”
MAYO CLINIC HEALTH SYSTEM Brand Campaign : Television
MAYO CLINIC HEALTH SYSTEM IS NOT ALONE.
Healthcare system mergers, acquisitions and alliances are at a
20-year high as smaller independent health organizations look to
gain scale through alliances with larger healthcare systems to help
the transition to the Accountable Care Organization (ACO) model.
(SOURCE: JUNIPER ADVISORY)
© 2011 Mayo Foundation for Medical Education and Research. All rights reserved. mayoclinichealthsystem.org
NNNeeevvveeerrr uuunnnndddeerrreesssttiiimmmaaaattteee ttthhheee pppooowwweeerrrr ooofff ccooollllllaaabbbooorraaatttiiioooonnnn....What if only one person had been willing to
declare his independence? Through the power of
collaboration, Mayo Clinic Health System brings
Mayo Clinic to you and your neighbors for life. Now
thousands of medical experts are working together
and sharing knowledge for a single purpose: you.
© 2011 Mayo Foundation for Medical Education and Research. All rights reserved. mayoclinichealthsystem.org
NNNeeevvveeerrr uuunnnndddeerrreesssttiiimmmaaaattteee ttthhheee pppooowwweeerrrr ooofff ccooollllllaaabbbooorraaatttiiioooonnnn....What if only one person had been willing to
declare his independence? Through the power of
collaboration, Mayo Clinic Health System brings
Mayo Clinic to you and your neighbors for life. Now
thousands of medical experts are working together
and sharing knowledge for a single purpose: you.
21
SPECIALTY SERVICE LINES
23
NEED
HUMANIZE MAYO CLINIC HEALTH SYSTEM’S
WORLD-CLASS CLINICAL LEADERSHIP, WHILE
DIFFERENTIATING THE BRAND IN HIGHLY
COMPETITIVE MARKETS.
NEED
CHALLENGE
Specialty services are becoming increasingly commoditized, but
consumers continue to make critical healthcare decisions based
on accessibility factors such as social comfort and convenience.
25
SOLUTION
BRING TRUE HEALTH EXPERIENCES TO LIFE THROUGH A FOCUS
ON PERSONAL JOURNEYS VERSUS AN INSENTIENT DIAGNOSIS
OR CONDITION.
© 2012 Mayo Foundation for Medical Education and Research. All rights reserved.
When Kinser Hanson was born with a heart defect, a team of
physicians from Mayo Clinic and Mayo Clinic Health System
worked together to save his life. We bring the knowledge of
more than 300 heart specialists to your community—for Kinser,
and for you. Never underestimate the power of collaboration.
View Kinser’s story and schedule
an appointment at
mayoclinichealthsystem.org/heart.
Mayo Clinic cancer care is in your community.
Mayo Clinic cancer care is in your community.
29
Studies show that the only thing that hospital patients
can actually measure is care, concern, responsiveness,
respect and outcome. They want to see authenticity
in advertising—true stories, people like themselves.
(SOURCE: THE LIPSTICK ECONOMY, FEB. 2012)
View Jamie’s story and schedule
an appointment at
mayoclinichealthsystem.org/heart.
When Jamie needed treatment for a faulty heart valve, a team
of experts worked together to repair her heart using minimally
invasive surgery. We bring the knowledge of more than 300
Mayo Clinic heart specialists to your community—for Jamie,
and for you. Never underestimate the power of collaboration.
© 2013 Mayo Foundation for Medical Education and Research. All rights reserved.
FROM HEART SURGERYTO HIKING BOOTSIN RECORD TIME.
31
33
Mayo Clinic heart care is in your community.
WE SAVED HIS
SO HE COULDHEARTGIVE IT AWAY.
Healthcare consumers state that the most influential information affecting their healthcare decisions is the
experiences and advice of their family and friends.
(SOURCES: LIFE STYLE STUDY, DDB CHICAGO INC.; S/P/M MARKETING & COMMUNICATIONS)
Mayo Clinic heart care is in your community.
WE SAVED HIS
SO HE COULDHEARTGIVE IT AWAY.
35
63%
COOK FOR FUN
(index 122)
70%
GO TO A PARK OR BEACH
(index 115)
60% EXERCISE OR WORK OUT
(index 114)
67%
GO TO THE MOVIES
(index 113)
69% TAKE PHOTOS
OR SHOOT VIDEOS(index 119)
Healthcare consumers are in pursuit of happiness. Which means they are more active and engaged in life.
61%
ENTERTAIN AT HOME
(index 121)
68% PARTICIPATE
IN A SOCIAL NETWORK OR SOCIAL MEDIA SITE
(index 116)
80%
GO SHOPPING FOR CLOTHING, SHOES
OR ACCESSORIES
(index 122)
70%
ATTEND A CELEBRATION OR
PARTY WITH FRIENDS OR FAMILY
(index 123)
59%
LOOK FOR NEW RECIPES OR COOKING IDEAS
(index 117)
45% GO TO
A FINE RESTAURANT (index 128)
(SOURCE: CEB ICONOCULTURE VALUES AND LIFESTYLE SURVEY, OCTOBER 2013)
Successful brands will meet them where
they are both mentally and physically.
37
WOMEN’S HEALTH
39
NEED
GAIN WOMEN’S HEALTHCARE LOYALTY
FOR LIFE.
NEED
CHALLENGE
The traditional women’s health paradigm. We needed to
present women and women’s health as more than just
reproduction, and put habits and reality into better balance.
41
WOMEN
make nearly 90% of healthcare decisions,
Frequently referred to in healthcare marketing as the Chief Health Officer,
while often putting the care of others ahead of their own health needs.
43
PUT A SPOTLIGHT ON THE SIGNIFICANT HEALTH
ISSUES THAT GET IGNORED DUE TO THE “BUSINESS
AS USUAL” PERSPECTIVE. EMPOWER WOMEN TO
CHALLENGE THE STATUS QUO AND CONSIDER
THEIR OVERALL WELL-BEING IN LIGHT OF THE
RISKS THEY FACE.
SOLUTION
45
As women’s health traditionally focuses on
reproductive health issues, many women see their health—
and the health risks they face—in parts, not as a whole.
ONLY 20% OF WOMEN are aware that heart disease is their greatest health threat.
(SOURCES: AMERICAN HEART ASSOCIATION, NATIONAL STROKE ASSOCIATION, AMERICAN LUNG ASSOCIATION, AMERICAN DIABETES ASSOCIATION, U.S. NATIONAL LIBRARY OF MEDICINE, MAYO CLINIC)
HALF of women over 50 years old
BREAK A BONE because of osteoporosis
Lung canceris the DEADLIEST WOMEN’S CANCER
NEARLY
1-out-of-8 over 20 years old are DIABETIC
HALF of women over 50 years old
BREAK A BONE because of osteoporosis
47
CARDIOVASCULAR DISEASE IS THE
#1 CAUSE OF DEATH IN WOMEN
Women are
TWICE AS LIKELY as men to suffer DEPRESSION
(SOURCES: AMERICAN HEART ASSOCIATION, NATIONAL STROKE ASSOCIATION, AMERICAN LUNG ASSOCIATION, AMERICAN DIABETES ASSOCIATION, U.S. NATIONAL LIBRARY OF MEDICINE, MAYO CLINIC)
STROKE
KILLS TWICE AS MANY women AS BREAST CANCER
51
Two out of three (2/3) healthcare dollars are spent
by women.
(SOURCE: SHECONOMY)
2/3 of women do not feel understood by
healthcare marketers.
It’s time that changed.
53
COLLEGE SMOKING CESSATION
55
NEED
PERSUADE COLLEGE STUDENTS TO START
THINKING ABOUT QUITTING SOONER THAN
LATER FOR INCREASED CESSATION SUCCESS.
NEED
CHALLENGE
College students rationalize smoking as a “social experiment” they
will simply end when they graduate, not acknowledging a state of
true addiction.
57
Multiple studies found anti-smoking advertisements to be
LESS THAN EFFECTIVE, even counter-productive,
when trying to engage young smokers to quit.
While NONSMOKERS
reported a positive attitude
toward anti-smoking ads,
smokers’ attitudes were less favorable:
some even admitted to lighting up
IN AN ACT OF DEFIANCE.
(SOURCE: PRIMARY RESEARCH; WOLBURG, J. M. 2004. THE NEED FOR NEW ANTI-SMOKING ADVERTISING STRATEGIES THAT DO NOT PROVOKE SMOKER DEFIANCE. JOURNAL OF CONSUMER MARKETING 21 (3) :173–4.)
So we couldn’t simply be
“anti-smoking.”
We had to get people
thinking and talking.We had to stir the pot.
We could not be ignored.
59
LEVERAGE THE ABSURDITY BEHIND THE
DELAYED-QUIT COMPROMISE AND CONNECT
WITH STUDENTS IN THEIR SOCIAL CONTEXT.
SOLUTION
First we needed to break down barriers through unexpected engagement.
61
We began by posting—in the
dark of night—vague, unbranded
cult-like posters throughout
campuses. Only one person per
campus staff was allowed to
even know what this was about.
63
The DEVOTION “campaign” launched first, embodying the concept of nicotine
addiction and all the rationalizations that supported it. Ironically, it celebrated the
“benefits” of lost control.
We then rolled in the RESIST counter “campaign” as an underground, grassroots
movement, which interacted with DEVOTION, offering up a humorous dose of satire
towards DEVOTION’s rationalizations and a different perspective of smoking—not as
a badge of personal freedom and control, but rather as the enemy.
65
page 13.psd
The campaign mimicked smokers’ internal debate, but with a different resolution.
Campuses were abuzz, students were stealing posters and, most importantly,
participating in the resistance.
page 13.psd
67
We took this momentum and ran with it, next launching the Tick Tock phase across a
multitude of non-traditional, digital and outdoor media.
Blue Cross Blue Shield “Unicorn”
4/C Poster Agency: Hunt AdkinsTR 18” x 24” AD: Steve MitchellBL 18 1/8” x 24 1/8” CW: Doug AdkinsBCBS-838 AS: Holli Maines
PPD: Louia ThompsonPHOTO: Stock
IT’S SO MUCH EASIER TO QUIT
SMOKING AFTER YOU GRADUATE.
BECAUSE THEN YOU CAN JUST
WALK DOWN TO ANY CORNER, HAIL
A UNICORN AND FLY OFF TO
THE SECRET GLADE THAT HIDES THE
FOUNTAIN OF QUITTING.
R E S E A R C H S H O W S T H A T M O S T S T U D E N T S W H O S A Y T H E Y ’ L L Q U I T S M O K I N G A F T E R C O L L E G E C A N ’ T.
From there it’s just a hop and a skip over the Chocolate Bridge to the Happy Candy Slide which
will deliver you back into your snugly bed, ready to start your smoke-free life.
69
Self-reported “social smokers” were often playfully called out by friends for their
“non-social” smoking indulgences during peer-triad interviews. These exchanges
gave us the fodder we needed to undermine built-in defense mechanisms and
illuminate the reality of social smoking rationalizations.
(SOURCE: HUNT ADKINS PRIMARY RESEARCH)
71
Blue Cross Blue Shield “Crusty Lung Boys”
4/C Poster Agency: Hunt AdkinsTR 18” x 24” AD: Steve MitchellBL 18 1/8” x 24 1/8” CW: Doug AdkinsBCBS-917 AS: Holli Maines
PPD: Louia ThompsonPHOTO: Curtis Johnson
R E S E A R C H S H O W S T H A T M O S T S T U D E N T S W H O S A Y T H E Y ’ L L Q U I T S M O K I N G A F T E R C O L L E G E C A N ’ T .
THE NEW ADDICTIVE SINGLE FROM THE CRUSTY LUNG BOYS. WATCH FOR GROUPIES HANDING OUT FREE COPIES ON CAMPUS.
Hunt Adkins61957
73
7559
54% OF STUDENTS said the campaign was the
MOST MEMORABLE
ANTI-SMOKING CAMPAIGN
they had ever seen.
(SOURCE: CAMPAIGN TRACKING STUDY)
The campaign received a
67% awareness level across all participating campuses.
Those familiar with the campaign were
14% MORE LIKELY to make a cessation attempt.
77
NOW: STEELCASE HEALTH
PRODUCT LAUNCH
79
NEED
CREATE RELEVANT DIFFERENTIATION TO
CEMENT LEADERSHIP AND MARKET SHARE.
NEED
CHALLENGE
The brand was young. The market was competitive and
rapidly evolving. We needed to not only stand out, but also
drive conversation within the industry.
81
SOLUTION
LEVERAGE STEELCASE’S EVIDENCE-BASED
DESIGN PROCESS AND FRESH, INSIGHTFUL
INNOVATION.
83
“There is a difference when you’re looking at problems and you’re observing what is really happening.
We’re not starting with a project where we’re trying to bring out a new chair or a new desk or a new technology solution.
What we’re really looking for is to try to understand the problem better.
THEY MIGHT NOT NEED A NEW CHAIR. Maybe there is a new solution that comes out of this by really understanding what is happening in that particular space or environment.“
– KYLE WILLIAMS, VP + GM, NURTURE BY STEELCASE
85
“ WE’RE ALWAYS ON THE GO FROM PATIENT TO CONSULT TO PATIENT TO FAMILY, SCRAMBLING TO ASSIST EVERY NEED, SHUFFLING AROUND MEDICAL EQUIPMENT, ALL WHILE TRYING TO REMAIN CALM AND FOCUSED ON OUR PATIENTS.
EVERY SHIFT IS A MARATHON ON AN OBSTACLE COURSE.” RN INTERVIEW
Job #: STEEL_2578Job Name: Chicken Print Ad, Full-PgDescription: Full-Page 4C Bleed
Trim: 8.5” x 11”Bleed: 8.75” x 11.25”Safety: 7.75” x 10.25”Gutter: None
Client: Nurture by Steelcase Title: Chicken Publication: AAHID Annual Report Issue: October 2010
Studio Artist: Shelley Wicinske Doc Name: 67640_STEEL_2578_FullPg_Chicken_AAHID.inddDoc Path: HA Files:Volumes:HA Files:Stud...EEL_2578_FullPg_Chicken_AAHID.indd
Fonts: Helvetica Neue (75 Bold), Neutraface Text (Demi, Book, Light)
First Run Date: June 2010Usage Notes: Client Buyout
Agency: Hunt AdkinsAD: Steve MitchellCW: Doug AdkinsAM: Shanna Apitz
DSGNR: n/aPPM: Rich GonzalesPHOTO: Matthew TurleyCLR: Unleashed
Links: turley_100511_1239834mv5f_r3_pg.tif (CMYK; 539 ppi), NURT_chicken_footer_light_r2.psd (CMYK; 296 ppi, 284 ppi), Nurture_Hor_Sm.ai, 01_Pocket_3-4_cups_R.psd Print/Export Time: 8-26-2010 8:59 AM
Notes:None
Ink Name: Cyan Magenta Yellow Black
Whew, I’ve been running around like a nurse all day.
Let’s help caregivers get back to the business of healing.Before we put pen to paper, we observe. And we’ve seen nurses walking over fi ve miles every shi� as they juggle multiple tasks. Introducing Pocket, a cart that’s quiet, glides eff ortlessly and confi gures to fi t the technology and storage you need. It’s just one way we’re helping caregivers improve outcomes. Join the conversation at Nurture.com.
Proud supporter of AAHID
87
Nur ture by Stee lcase / Hunt Adkins / page 40
Event Microsite
Nur ture by Stee lcase / Hunt Adkins / page 40
Event Microsite
“ I am visually-oriented, so I am always looking for inspiration. But show me how my designs can truly transform the healthcare environment when the products forms and materials we use to create the environment have been intentionally muted and sterilized for decades?” ARCHITECT INTERVIEW, HEALTHCARE-SPECIALTY
Nur ture by Stee lcase / Hunt Adkins / page 14
New Product Training Manual
the shape of things to cometraining manual
- 1 -
pocket less has never been more
pock
et
- 3 -
The design objective of Pocket was to develop a product that supports the mobile work of healthcare professionals by accommodating the demands of the task at hand and supportive technology.
Pocket focuses on three key design principles:
less is more
• Small footprint to fi t into the real world of healthcare.
• Only the most essential features creating low-cost high value.
• Zero noise (really), less effort to roll, the best wheels.
people do things diff erently—let them
• Moveable magnetic accessories.
• Flexibility— “non prescribed” surfaces and light storage ready to be transformed to the work process of the user.
technology changes—respond
• Accommodates a wide variety of technology ranging from laptops, tablets and all-in-ones to standard monitors with CPUs and traditional pen and paper.
pock
et
Nur ture by Stee lcase / Hunt Adkins / page 13
j o h n s m i t h
j o h n s m i t h
Name Badges
j o h n s m i t h
j o h n s m i t h
Nur ture by Stee lcase / Hunt Adkins / page 19
Feedback Cards
Nur ture by Stee lcase / Hunt Adkins / page 20
Flip Video Camera & Belly Band
environments through your eyes.
At Nurture we believe that better design solutions start with
observation and conversation. So we want to see things from
your perspective. We invite you to use this camera to capture
your unique point of view and share it with us. Together we can
create a better healthcare experience for everyone.
Join the conversation at blog.nurture.com.
we want to see healthcare
capture upload share
Nur ture by Stee lcase / Hunt Adkins / page 39
Product Introduction eCards
introducing tāva�����
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introducing pocket����
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nurture casegoods������?�﹒
the shapeof things to come
We’ve been taking a fresh look at healthcare environments and we can’t wait to show you the results.
We invite you to join us to experience
Nur ture by Stee lcase / Hunt Adkins / page 22
Environmental Signage
Nur ture by Stee lcase / Hunt Adkins / page 24
Environmental Signage
Nur ture by Stee lcase / Hunt Adkins / page 19
Feedback Cards
Nur ture by Stee lcase / Hunt Adkins / page 39
Product Introduction eCards
introducing tāva�����
™
introducing pocket����
™
nurture casegoods������?�﹒
the shapeof things to come
We’ve been taking a fresh look at healthcare environments and we can’t wait to show you the results.
We invite you to join us to experience
Nur ture by Stee lcase / Hunt Adkins / page 22
Environmental Signage
Nur ture by Stee lcase / Hunt Adkins / page 21
Environmental Signage
Nur ture by Stee lcase / Hunt Adkins / page 33
Product Presell Sheets
SORREL™
Comfortable. Space-conscious. Dignifi ed. Seating solutions that really stack up.
Product Updates• Upholstery fi t and fi nish on seat and back• Seating comfort
X-TENZ™
Creating more space by day. Providing restful sleep by night.
Product Updates• Casters available on single X-tenz• Allows for easy mobility, making cleaning
around and under it a simple process• Front casters are locking, back casters are
swivel only
products at-a-glance
ASPEKT™
Comfort. Versatility. Durability. And contemporary fl are in every Aspekt.
MITRA™
Smart. Slim. Strong. Design with an energetic curve.
Product Updates• Upholstery fi t and fi nish• Seating comfort• Enhanced seat to frame attachment keeps
seat in place• Re-contoured back on the patient chair• No change to list pricing
CURA™
Functional. Flexible. Forward-thinking. A friend to your guests and the environment.
Product Updates• Tablet arm available on single or tandem units• Arm can be specifi ed on left or right side• Swivels 360 degrees• Tablet is made of durable thermoform,
standard in Sand
MINERAL™ & MITRA™
Recliners with incredible muscle and functionality.
Product Updates
Tablet Arm:• Durable thermoform surface • Convenient for writing, eating and holding personal items• 270 degree swivel provides a surface position in front
or to the side• Allows the user to easily enter or exit the chair
Design Options:• Trendelenburg (Mitra only) – allows the patient’s
feet to be above the head• Push bar – assists in maneuverability and
transportation• Retractable footrest – supports patient’s feet
while transporting or sitting up• IV pole holder – accommodates IV poles
while helping save valuable fl oor space• Foley bag/accessory hook – accommodates
hanging of foley bag or personal items
Item# 10-0002826 © 2010 Steelcase Inc. All rights reserved. Trademarks used herein are the property of Steelcase Inc. or of their respective owners.
SONATA™ WAVE 2A personal, purposeful approach to the chemotherapy experience.
Product Updates• Bench with open storage features a cushion or solid surface top• Island with open storage accommodates personal belongings and power• Nurse server with waste bin storage promotes hands-free disposal of waste
while providing surfaces for material prep and a drawer for medical supplies
products at-a-glance
Nur ture by Stee lcase / Hunt Adkins / page 34
Product Cut Sheet
C A S E G O O D S
senza
1122 Street Name, City, State 12345 | [email protected] | 123.456.7890
Item# XX-XXXXXXX © 2010 Steelcase Inc. All rights reserved. All specifi cations subject to change without notice. Trademarks used herein are the property of Steelcase Inc. or of their respective owners.
VERSATILITY HAS NEVER BEEN MORE BEAUTIFUL.Senza™ represents the ultimate in taste and sophistication.
Transitional to contemporary styling and long lines give you
the fl exibility to create the perfect space.
FEATURES & BENEFITS
• Traditional to contemporary styling
• Wood leg and metal base options
• Six pull options to create your style
• Solid surface top options for beauty and cleanability
senza
S A M B A C H E R R Y
C O G N A C C H E R R Y
D A R K R U M C H E R R Y
S H I R A Z C H E R R Y
F L A M E N C O C H E R R Y
L AMINATE / V ENEER / RTF
S U G A R L O A FM A P L E
A L M O N D C H E R R Y
L I N E N C A N V A S
S O L ID SURFACE SB I S Q U EA N T A R C T I C
STATEMENT OF L INE
Refer to specifi cation guide for complete product details.
9191
93
LOOKING AHEAD
The buzz on healthcare transformation has been noisy these past few years. From the
Affordable Care Act and Accountable Care Organizations to Health Navigators and
Population Health Management, conflicting rhetoric has heightened consumer confusion.
As the dust begins to settle and changes begin to fall into the place, some challenges
remain in need of creative solutions for transformation to fulfill its promise.
A FEW THINGS TO THINK ABOUT
95
CONSUMERIZATION OF HEALTHCARE COMMUNICATIONS1
Of all the topics shaping American headlines, health and healthcare is the
#1 issue for Americans today. Healthcare consumers will no longer behave
like patients, but as demanding consumers. They’ll expect their healthcare
experience to measure up to what they’ve grown accustomed to with
other consumer brand experiences.
How ready is your brand and branded content to integrate into their always on, digitally connected information world?
CONSUMERIZATION OF HEALTHCARE COMMUNICATIONS
Research shows a happy brand is a successful brand: better recalled,
better liked and chosen more often. As the focus shifts from treating
illness and injury to preventative health and wellness behaviors, the
context is moving outside of the clinic and into people’s everyday lives.
FINDING A NEW VOICE FOR HEALTHCARE.
HEALTHY, HAPPY—HUMOROUS—HUMAN. 2
How will your healthcare brand avoid the trappings of convention and its sterile, cold, clinical voice and revitalize and engage new health behaviors
with a healthy, happy, human voice?
97
Wearable technologies such as health and fitness activity trackers have
crossed the chasm of early adopters and are into the mainstream—this isn’t
likely a passing fad. Looking ahead, healthcare consumers continue to seek
ways to aggregate and interact with their personal health data to make it
more useful for their lives.
EMPOWERING HEALTHY INTERACTIONS WITH DATA-DRIVEN INSIGHTS3
How will you look to bring your brand into contact with them as they seek to remain healthily engaged, entertained and informed with data?
EMPOWERING HEALTHY INTERACTIONS WITH DATA-DRIVEN INSIGHTS
FEELING INSPIRED? WE HOPE SO, AND WE’D LOVE TO HEAR MORE ABOUT IT.
Visit huntadkins.com to get better acquainted with all our work.
Better yet, let’s sit down and talk about how we can make your brand
thrive and change the face of healthcare. Together. Thank you.
© 2014 HUNT ADKINS
HOLLI MAINES / Director of Client Services
15 South 5th Street, Suite 1200, Minneapolis, MN 55402
[email protected] / 612.339.8003