Rethinking the ER

Redesigning emergency rooms into experience rooms

The emergency room is probably no one’s favorite place to be, but marketers have some ideas about how to make the space a little less scary and a little more comforting. Drawing inspiration from commercial spaces where people enjoy going is a good place to start, so they’ve looked to spas, hotels, yoga studios and coffee shops for ideas. The goal is ultimately to engineer a space that provides emotional meaning and comfort to its visitors. First, marketers advise harnessing the power of advanced technology to make the check-in process more accessible and less stressful. The ambiance (noises, music, temperature) is important to consider too, and extras like Wi-Fi, coffee and comfortable furniture can go a long way. (MBA Perspectives, 06.20.2016)