STANFORD CANCER CENTER BRAND
STRATEGY
CARE BEGINS WITH THE FIRST IMPRESSION
PUBLIC SPACE IS AT THE HEART OF USER EXPERIENCE
EXPERIENCE IS A KEY DETERMINANT OF A PATIENT’S CHOICE OF HEALTHCARE PROVIDER.
Q: When it comes to making purchase decisions, how important is customer experience in each of the following industries?
OF PATIENTS CHOOSE THEIR HEALTHCARE PROVIDER BASED ON PERSONAL RECOMMENDATIONS
Source: https://conference.nber.org/aginghealth/2009no1/w14619.html
EXPERIENCE IS EVERYTHING
PUBLIC SPACES DEFINE FIRST IMPRESSIONS COMMUNICATING THE HOSPITAL’S VALUES, MISSION AND COMMITMENT TO THE WELLBEING OF ITS PATIENTS.
*From a PwC of 15,000 people from 12 countries through an online survey and in-field interviews OF CONSUMERS SAID THAT POSITIVE EXPERINECES INFLUENCE THEIR DECISIONS WHEN IT COMES TO HEALTHCARE.
PUBLIC SPACES CAN TRANSFORM THE USER EXPERIENCE
“THIS HOSPITAL WILL SET A NEW GLOBAL STANDARD, OFFERING PATIENTS THE MOST ADVANCED CARE IN A HEALING ENVIRONMENT CREATED TO MEET THE NEEDS OF THE WHOLE PERSON.”
—LLOYD MINOR., MD DEAN OF THE STANFORD SCHOOL OF MEDICINE
“THE NEW CONSTRUCTION WILL ALLOW US TO TRANSFORM PATIENT CARE WHILE ELEVATING WORK-LIFE BALANCE FOR OUR NURSING AND MEDICAL STAFFS.”
—DALE B., CHIEF NURSING REPRESENTATIVE
“IT FEELS LIKE ‘A PEOPLE’S PLACE,’ WITH A DISTINCTLY HUMANCENTRIC FEEL.
—COMMUNITY REPRESENTATIVE
WAYFINDING
NOT ARCHITECTURALLY INTUITIVE
INCONVENIENTLY LONG SPINE
SIGNAGE OVERLOAD
OBSOLETE RESTROOMS
DISCHARGE-ARRIVAL CONFUSION
FOUNTAIN EXPERIENCE
DRIVEWAY IS PASTORAL CLEARLY DEFINED AREA
FIRST FIVE MINUTE EXPERIENCE
BRAND DISPLAY
NEW ENTRANCE EXPERIENCE
HIGH-TECH WAYFINDING TRANSPARENCY
ACTIVATE
FAMILY REFUGE RELAX
COURTYARDS
FAMILY SPACE & SHOWERS/LAUNDRY
CHILD/TEEN SPACE
ATRIUM
ENGAGE & SUPPORT
WARM WELCOME
GARDEN ENTRYWAY
DINING
PHARMACY/GIFT SHOP PUBLIC
MULTI-PURPOSE SPACE
CHAPEL
RESTORE
EDUCATE & GROW
GRAB-AND-GO
WAITING
CONNECT
STAFF CARE
CONFERENCE CENTER
LESSONS LEARNED
LIKE THE NEW STANFORD HOSPITAL, 300P WILL OFFER A WIDE RANGE OF PUBLIC SPACES STRATEGICALLY INTERWOVEN THROUGHOUT THE BUILDING.
THE ENTRY EXPERIENCE SUPPORTS A SMOOTH ADMISSIONS PROCESS, WITH ALL POINTS OF CONTACT DESIGNED TO BE VISIBLE, ACCESSIBLE AND WELCOMING.
THESE SPACES ENABLE FAMILY AND VISITORS TO CARRY ON WITH THEIR DAILY LIVES WHILE STAYING CLOSE TO THEIR LOVED ONES.
“I just received a diagnosis. I’m feeling scared and overwhelmed. Am I going to be ok?”
We are here for you. A cancer diagnosis affects more than just your physical health.
SECURE | YOU ARE IN GOOD HANDS
CORE NEEDS
• To have good communication at arrival and discharge
• To feel empowered and seen as an individual
• To feel understood and cared for
PATIENT
A patient’s first visit can be intimidating and disorienting. The entry experience is designed to increase transparency, familiarity, and intuitive wayfinding to calm and empower patients. This includes
FIRST HELLO
ASSURED YOU KNOW WHERE TO GO
CHECK-IN SECURE YOU’RE IN GOOD HANDS
WARM WELCOME CALMED YOU FEEL AT HOME
DECOMPRESS
RESPECTED YOU HAVE THE SPACE YOU NEED
“My partner is sick. I don’t want to leave her side, but I have so many other responsibilities. I have to keep our life going.”
We are here for you. Life doesn’t stop when a loved one is diagnosed with cancer.
ASSURED | YOU MADE THE RIGHT DECISION
CORE NEEDS
• To feel considered and integral to care process
• To feel engaged and informed
• To feel interested and productive
FAMILY & VISITORS
Family members can be as stressed if not more than their loved ones seeking care. This stress can be felt by patients and act as a hurdle to holistic healing. That is why it is our priority to keep family and visitors informed to best support their loved ones. We offer on-
DIGITAL DISPLAY
INFORMED
YOU’RE WANTED HERE
ATRIUM
SOOTHED IT’S ALL GOING TO BE OK
NOURISH
REPLENISHED
YOU CAN REST AND REFUEL
FRONT LAWN
EXPLORE YOU’RE PART OF THIS PLACE
“My patients need me to be my best. But I can’t perform at my highest level when I’m physically worn out and emotionally drained.”
We are here for you. Nurses and staff need to be cared for, too.
PROUD | YOU WORK WITH THE BEST
CORE NEEDS
• To feel considered and integral to care process
• To feel engaged and informed
• To feel interested and productive
PROVIDER & STAFF
Staff care is vital to patient care. The staff experience is curated to promote understanding, productivity, and wellness at every touchpoint.
FRONT LAWN
INSPIRED
YOU’RE ON THE RIGHT PATH
CHECK-IN
PROACTIVE YOU ARE MAKING A DIFFERENCE
COLLABORATE
CONNECTED
YOU’RE A PART OF A NETWORK RESPITE CONSIDERED THIS PLACE IS FOR YOU, TOO.
GROUND LEVEL I FAMILY REFUGE
CONCEPT IMAGERY
Destination amenities and calming communal spaces facilitate stronger, supportive relationships between providers, patients, families, and the community.
COURTYARDS
CHILD/TEEN SPACE
ATRIUM
FAMILY SPACE & SHOWERS/ LAUNDRY
PERKINS EASTMAN
GROUND LEVEL I FAMILY REFUGE
CONCEPT IMAGERY
LEVEL ONE I ADMITTING/GUEST SERVICES
CONCEPT IMAGERY
An environment that is easy to navigate, fosters a sense of belonging and has what you need.
Thoughtful comforting touches make patients and families feel welcomed, reassured and considered.
GARDEN ENTRYWAY
LEVEL ONE I ADMITTING/GUEST SERVICES
CONCEPT IMAGERY
LEVEL TWO I ADVANCED TREATMENT
CONCEPT IMAGERY
Create a calming space that feels connected to the surrounding environment. It’s a place that transforms patients, their families and support systems into active participants in their healing process.
MULTI-PURPOSE SPACE
GRAB-AND-GO
PERKINS
LEVEL TWO I ADVANCED TREATMENT
CONCEPT IMAGERY
LEVEL THREE I CARE TEAM
CONCEPT IMAGERY
Pioneering research contributions, innovation and the care community are celebrated to establish a collective mission. For providers and staff, a supportive workplace improves job performance and well-being.
STAFF MULTIPURPOSE
STAFF LOUNGE
STAFF SUPPORT SPACE
PERKINS EASTMAN
LEVEL THREE I CARE TEAM
CONCEPT IMAGERY
ENTRY POINT
PATHWAY
NODE
ENGAGE
ENCOURAGE
REASSURE
LANDMARKING CONNECTIVITY LANDSCAPE PLACEMAKING
WELCOME
PERSONALIZE
NAVIGATE COMFORT NATURAL BEAUTY
ENTRY POINT
PATHWAY
NODE
ENGAGE
ENCOURAGE
REASSURE
LANDMARKING CONNECTIVITY LANDSCAPE PLACEMAKING
WELCOME
PERSONALIZE
NAVIGATE
COMFORT
NATURAL BEAUTY
PROMENADE
ENTRY POINT
PATHWAY
NODE
ENGAGE
ENCOURAGE
REASSURE
LANDMARKING CONNECTIVITY LANDSCAPE PLACEMAKING
WELCOME
PERSONALIZE
NAVIGATE
COMFORT
NATURAL BEAUTY
ATRIUM
PATIENT CARE UNITS
ENTRY POINT
PATHWAY
NODE
ENGAGE
ENCOURAGE
REASSURE
LANDMARKING CONNECTIVITY LANDSCAPE PLACEMAKING
WELCOME
PERSONALIZE
NAVIGATE COMFORT NATURAL BEAUTY
SECOND FLOOR WELCOME
WELCOME HUB
INFUSION BAY
ENTRY POINT
PATHWAY
NODE
ENGAGE
ENCOURAGE
REASSURE
LANDMARKING LANDSCAPE CONNECTIVITY PLACEMAKING
WELCOME
PERSONALIZE
NAVIGATE COMFORT NATURAL BEAUTY
NEW GARDENS
BRANDING INTEGRATION STRATEGIES| PLACE-MAKING
ACCESS & LINKAGES
RANGE OF SCALE
UNIQUE MATERIALS
SUPPORTED CONNECTIONS
BRANDING INTEGRATION STRATEGIES| LANDMARKING
INTEGRATED WAY-FINDING
DEFINED ENTRY SIGNAGE
ART INTEGRATION
STREET PRESENCE
BRANDING INTEGRATION STRATEGIES| CONNECTIVITY
SUPPORTED INTERACTIONS
VISIBLE COMMUNITY
INTEGRATED TECHNOLOGY
PERKINS
BRANDING INTEGRATION STRATEGIES| BIOPHILIA
LIGHT & PATTERN
BLURRED EDGES
EXTERIOR ACCESS
PROGRAMMED EXTERIOR
PLANTINGS
BRANDING INTEGRATION STRATEGIES| PERSONALIZATION
PERSONAL TOUCHES
THOUGHTFUL MOMENTS
ACCESS TO MATERIALS
INTEGRATED TECHNOLOGY
FLEXIBLE FURNISHINGS
PERKINS EASTMAN
DEVELOPING BRAND IDENTITY
DEFINE KEYWORDS IDENTIFY TARGET AUDIENCES
DEVELOP MISSION & VISION STATEMENT RESEARCH COMPETITION DETERMINE VOICE
CREATE VALUE PROPOSITIONS
STAY TRUE TO IDENTITY
COMPASSION FOR PATIENTS & FAMILY
“Healing isn’t just taking medicines, it’s having your family and friends around...”
FIGHTING THE TOUGHEST CANCERS
A NEW WAY FORWARD
“Offering bold new approaches for treatment, prediction, prevention, and survival.”
CAPTURING THE POWER OF STANFORD
“Turning deadly diagnoses into manageable conditions begins in the laboratory.”
“Understanding cancers at their basic biological level is the beginning.”
CREATING A NEW STANDARD OF CARE
“Changing more than the prognosis and experience of cancer patients.”
SEIZING THE INNOVATIONS OF OUR AGE
“Funding innovative research ideas that will capture the possibilities of our age.”
“Every life deserves world class care.”
“More science, less fear.”
“UCSF Health is Redefining possible.”
Changing the DNA of cancer care.”
“Hope & Healing.”
“Making Cancer history.”
“Exceptional Everyday.”
“There is no routine cancer.”
CANCER CENTER
TRANSFORMATIVE MEDICINE INSTITUTE
CENTER OF CANCER INNOVATION
PRECISION MEDICINE CENTER
INCLUSIVE CANCER INSTITUTE