Rethinking the Medical Student’s Experience
The medical student journey has always been arduous, and an association was determined to improve it. They partnered with Peer Insight to transform the association’s approach to defining a new, end-to-end experience for students and trainees.
A human-centered customer experience strategy, including key values to serve and a set of tools that reflected an understanding of the end user: the student.
Representing almost 170 accredited medical schools, nearly 400 major teaching hospitals
As a result, the typical end-user experience was not well defined. So the association partnered with Peer Insight to explore how we might create a more unified customer experience for students and trainees based on their unmet needs and pain-points.
The association also wanted to leverage existing offerings and focus its IT and operations investments to provide both a more unified experience and enhance their reputation.
Peer Insight set out to understand the student’s experience
We supplemented our learnings with research into analogous service contexts, defining critical experience elements that consumers have come to expect in any interaction.
In addition to research with end users, we assessed the association’s own assets and
The result was a human-centered customer experience strategy, including key values to serve, and a set of tools that reflected an understanding of the end users the association had never focused on before: the student.
Our research enabled the business strategy and IT/operations teams to define opportunities for improvement across the entire experience for their end user, the learner. This allowed them to focus their IT and operations investments on the areas that matter—the current gaps in the learner’s journey to become a doctor—and transform their organization’s services to build a more cohesive, end-to-end experience.