Abstract
Traditionally, hospitals have provided paternalistic care, but as patient demographics and expectations evolve, so too must our approach to service. From October 2023 to May 2024, Tan Tock Seng Hospital (TTSH) embarked on a comprehensive people-centred design journey to redefine service excellence, aligning with the values of modern patients and caregivers. Leveraging existing patient feedback and various data, the hospital initiated a data-driven process to develop a preliminary patient persona, followed by interviews across various hospital settings to validate and refine these insights, culminating in the creation of the patient persona, Ashley. Ashley represents a patient who seeks a partnership with healthcare professionals, valuing recognition, proactive care, and personalised interactions. To ensure that Ashley’s values are reflected in every aspect of care, TTSH developed a service persona named PaCEy, embodying the core values of Care, Empathy, and Professionalism. PaCEy serves as a guide for staff, shaping their interactions and ensuring consistency in the delivery of patient-centered care. This persona is not merely conceptual but is integrated into actionable strategies through workshops, communications, and training sessions that have equipped staff with the necessary knowledge, skills, and attitudes to personify PaCEy in their daily work. Furthermore, TTSH has refreshed its service philosophy—Apple Philosophy 2.0—which encapsulates the hospital’s commitment to delivering “Care. Best For You. With You.” This philosophy, supported by the PaCEy persona and a structured framework, ensures that all staff are aligned in their mission to uphold and enhance service standards across the hospital through a design-led approach.
Presenters
Cheyenne LeeManager, Quality Service Management (Patient Experience Design), Tan Tock Seng Hospital, Singapore Siew Yong Loh
Assistant Director, Quality Service Management, Tan Tock Seng Hospital, Central Singapore, Singapore Jia Xiang Chua
Assistant Director & Principal Service Designer, Kaizen Office, Centre for Healthcare Innovation, Central Singapore, Singapore Lynette Ong
Details
Presentation Type
Theme
KEYWORDS
Service Design, Service Quality Excellence, Healthcare, Data-Driven, People-Centric, Persona
