Aligning Voices and Vision Around Clinical Workflow
Alignment isn’t just a business buzzword for Fathom Consulting. It’s critical to the success of our clients and the acceptance of their products and services. Our research-driven approach to consensus-building recently helped a Fortune250 company in the healthcare field align on the re-launch of a connected medical device.
Prior to our work together, the client had introduced an innovative implantable medical device. The device demanded a paradigm shift in the medical management of a disease state.
If that alone weren’t challenging enough to practitioners, messages from the company around best-practice clinical workflow were inconsistent—if not entirely lacking. Physicians and nurses were frustrated, and adoption rates were suffering.
As a result, the client asked us to define an ideal clinical workflow around which the company could rally and that could be broadly shared with customers.
More than 30 interviews with key stakeholders, the field team, sales and marketing, and customer support confirmed messaging inconsistencies—and even philosophical disagreement—around the ideal clinical workflow. Despite everyone’s passion for the product, internal stakeholders simply weren’t singing from the same hymnal.
Armed with various stakeholder viewpoints, we sought truth from end-users—both those who had successfully implemented new device programs and those struggling with adoption. What does the ideal clinical workflow look like to you? If you had to do it all over, what would you change? What lessons can be shared? How can the company help?
After gathering data from more than 200 physicians and nurses through both qualitative and quantitative research studies, we regrouped internal stakeholders to provide exposure to all areas of clinical workflow and achieve stakeholder alignment. During a two-day, 50-attendee workshop with a cross-functional group of internal team members andtheir customers, we facilitated tough discussions and arrived at consensus. “It was so valuable to pull all the right people into one place to hear the common pain points and then consider the solutions—brilliant!” said one stakeholder. “This should have been done years ago!”
- A deeper understanding of their customers and a shared view on what was working (and not working)
- Internal consensus and new messaging around the ideal clinical workflow for the product
- Resources for clinicians for effectively managing patients, based on best practices from their peers
As a result, customers have gained the confidence needed to continue using this device with their patients. And, the client has seen significant results—including growing adoption rates and hard evidence that customers are following the recommended workflow.
Generating consensus among divergent audiences is difficult but necessary for creating products and services of value. An independent voice at the table can make the process easier, more productive, and more valuable.