#110 - Experience Design Research in Healthcare with Tiffany Mura and Erica Devine

Healthcare organizations are responding to the UX design boom by focusing on the patient experience. What is driving this shift? Why did it take so long? How does quantitative research align with qualitative research?In this episode of Awkward Silences, Tiffany Mura, Senior Vice President of Health Practice Lead at Mad*Pow, and Erica Devine, Associate Director, Patient Experience Strategy and Support at Otsuka Pharmaceutical Companies (U.S.), discuss patient-centered design in healthcare research. They explore the complexities of the healthcare ecosystem and share key aspects of their research methodologies to help paint a picture of how research can help improve the overall patient experience.Highlights:  [00:03:48] Digital health companies are disrupting the industry[00:11:38] Erica shares data collection procedures and discusses research trends[00:14:28] How do healthcare researchers find the right people to talk to?[00:17:00] Tiffany explains standard healthcare research methodologies [00:26:39] Ethical considerations are central to planning and recruitment [00:37:02] How to use qualitative data to better understand the patient experience[00:40:21] New regulations will force companies to measure patient-reported outcomesSources mentioned in the episode:userinterviews.com/awkwardThe Experience Economy by Joseph PineUser Research for UX Designers: The Complete GuideAbout our guests  Human-centered design specialist Tiffany Mura is a senior-level brand marketing strategist with a range of experience in multiple healthcare sectors. She is currently the Strategic Lead of Healthcare at Stone Mantel (formerly Senior Vice President, Health Practice Lead at Mad*Pow). She has a Master’s degree in Business Administration and a Bachelor of Science in Sociology from Penn State University.Erica Devine is a practicing pharmacist with over sixteen years of experience building and overseeing teams. She is currently the Associate Director of Patient Experience Strategy at Otsuka Pharmaceutical Companies. Her work centers around business development and customer experience strategy, among other things. Erica has a Doctor of Pharmacy degree from the University of Pittsburgh, licensed to practice in NY and PA.