What's Their Story? Anthropology, Design Thinking, and the Rebirth of Healthcare Marketing

If you're not starting with the patient you're starting in the wrong place. The value of a patient-centered approach to healthcare design and strategy is clear, yet many healthcare professionals lack a fundamental understanding of the principles that foster stakeholder understanding important to better outcomes, clinically and economically. In this book, David McDonald shares insights imperative to illuminating patient realities and designing impactful patient experiences. Without the concepts presented in this book, healthcare professionals genuinely interested in the human condition are flying blind. There has never been a better time to define context around what it means to advocate on behalf of the patient. In this timely book, McDonald illuminates the biopsychosocial model and tackles the value of design and anthropology in patient education and empowerment-bringing an important conversation to the forefront with fresh and compelling perspectives. You'll learn a brief history of the patient-centered concept and begin to understand two important tools that fuel stakeholder understanding: anthropology and design thinking.