Challenge
MultiCare's Orthopedic service line was facing a challenge: the rise of new competitors in the market had led to a decline in elective surgeries. They knew they needed to understand their local reputation and what was driving patients to choose other providers for their orthopedic care.
Approach
We conducted deep listening sessions using the ‘Jobs-to-be-Done’ framework to gain empathy with a diverse group of patients. These one-on-one virtual interviews helped us understand their functional, emotional, and social needs, uncovering the decision-making moments and what mattered when choosing an orthopedic provider. Additionally, our research was designed to understand perceptions of surgery in general, and the regional options available to patients.
Outcome
Our study on the orthopedic surgery decision-making process resulted in three distinct, needs-based personas. These personas, grounded in real-life insights from our research, became the driving force behind MultiCare's revamped marketing and business development strategy. They provided a clear focus for how to connect with both referring providers and patients on a deeper level, ultimately repositioning MultiCare as the go-to choice for orthopedic care.
