Plastic Surgery
David Floyd
David Floyd has been active for the past 15 years as one of the senior consultant plastic and reconstructive surgeons at the Royal Free Hospital in London. Over the last 15 years, he has developed a special interest in rhinoplasty and cosmetic surgery. Dr. Floyd was president of the Plastic Surgery section of the Royal Society of Medicine in 2009.
The challenge
Dr. David Floyd wanted an app that would impress potential patients and provide a service that ensured important information was communicated in advance. Dr. Floyd aimed to offer his patients a 360-degree experience that complemented his website and branding. After meeting Dr. Floyd at the CCR Expo in London, we began developing the app.
The solution
There were three essential components we needed to consider:
Patient Journey App had to present all treatment options to patients so they would have enough information to give informed consent (in accordance with legal practices).
Patient Journey App had to be consistent with the clinic’s branding and provide galleries of before-and-after photos, enabling patients to make the right decision.
Patient Journey App needed to include interactive content, such as interviews with David, to help patients stay engaged after their consultation and increase the likelihood of making an appointment.
Eighteen months after launch, the app continues to receive rave reviews. David tells us, "Every one of my patients undergoing surgery downloads the app, and they are very enthusiastic about it. I spoke with a patient this week and asked her what she thought of the app, and she said: 'It’s great. It’s all kinds of information I knew about, but it’s now presented to me just when it’s time to think about it.'"
"All patients undergoing surgery download the app, and they are very enthusiastic about it."
Benefits
The app helps David in ways he couldn’t have imagined when we first created it. Firstly, patients are calling the clinic less and asking more precise questions about their treatment: “Now, even if we forget to mention something, a notification will appear for the patient using the app. They’ll think, ‘Oh, I didn’t realise that,’ and they’ll call my secretary and ask, ‘Is this true?’ That’s great because it means we know they’ve understood the information we provided.”
In addition to patients leaving the clinic feeling fully informed, Dr. Floyd also receives a lot of information from Patient Journey App. Fully customised surveys allow David to gain valuable feedback from his patients about their treatment and experience at the clinic. “In reality, it’s a powerful tool for capturing information and obtaining feedback from patients. After receiving a notification on their phone, my patients see a survey that they can quickly respond to, and then I receive all this feedback.”
Recently, Dr. Floyd has taken advantage of the ability for patients to share photos of their recovery directly through the app. “In the past, patients would often call my secretary and say, ‘I’m a bit worried; the wound has opened, and there’s some fluid coming out.’ It’s very clear to us what’s going on, and it’s easy to reassure the patient. Often we would have to say, ‘Can you email us or come to the clinic?’ Now I can receive a photo directly on my iPhone; it bypasses my secretary, and I can handle it quickly.”
"Given that we are preparing patients for a fairly complicated surgery, the app really adds a lot for me."
Dr. David Floyd
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