RETHINKING THE

FERTILITY JOURNEY
Patient Experience Strategy Through Empathy

Aliza Gold and Kijana Knight | projekt202

THE FUN PART, RIGHT?

c photo credit: http://www.flickr.com/photos/nathanoliverphotography/6903022536/sizes/k/in/photo

 c photo credit: http://www.flickr.com/photos/99619705@N00/7876548520/sizes/l/in/photostream/

it’s not working

you can’t have kids
cancer infertility

EMOTION
 Dr. Francisco Arredondo, RMA of Texas

A DIFFERENT CLINIC
I could not believe that there could be that much
medicine I would need to take. I immediately felt
overwhelmed and thought what the heck am I
doing. I took all the boxes in the garage and waited for
Pete to come home.

I called RMA to talk with my nurse Rachel and was told

she no longer worked at RMA. I start panicking a
little bit because Rachel had such a soft, caring
demeanor. RMA is currently training a new nurse but
unfortunately, a specific nurse is not assigned to my
case yet.

Source: http://www.sharsfertility.com
 c photo credit: ttp://www.flickr.com/photos/amagill/2120228928/

STRESS + EMOTIONS
a smoother patient experience

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THE JOURNEY
understanding the challenge
 birth rates have exploded

1600 1700 1800 1900 2000

EXPECTATIONS
the likelihood of getting pregnant after 1 month

age 30
70 – 80% 20 – 30%

what women think the truth

INFERTILE
infertility affects 1 in 8 couples
why am I here?

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 BE DIFFERENT
improve the fertility journey for patients – the experience
 SPACE
BILLING
STAFF

CLINIC
COMMUNI- SERVICE
CATION
ECOSYSTEM
PATIENTS

EDUCATION
TECH
IMMERSION
seeing the world through their eyes
UNDERSTANDING
a clear view to the problems
STAFF COUPLE
Image: clinic breakdowns (we have)
LONELY JOURNEY
feeling isolated because of the stigma of infertility
NEW PERSPECTIVE
challenging our beliefs
CONNECT

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 HOPE
a light at the end of the tunnel
OPPORTUNITIES
solutions emerge to define an experience
GUIDING PRINCIPLES
Patients need quality and consistent individual care.

1 Free up fertility coaches to

focus on 1-on-1 interactions
with patients.

2 Provide patients with

dedicated care teams.
The staff are a critical to the practice ecosystem
and patient experience.

3 Improve consistency and

efficiency.

4 Increase communication
between staff and patients.

5 Prioritize training for staff.

The clinic couldn’t do everything,
so help patients help themselves.

6 Create additional
opportunities for patients to
get emotional support and
tools to educate themselves.
SMOOTH
NEW EXPERIENCE
systems to enable patients and staff to connect

EMPATHY
= MEANINGFUL
RELATIONSHIPS
ALIZA GOLD
aliza.gold@projekt202.com
@alizagold

KIJANA KNIGHT
kijana.knight@projekt202.com
@kijanaknight