Sunday, May 17, 2009

MarketingProfs Daily Fix: Redesigning the Hospital Gown: Why Focus Groups Fail Customers and Companies

By Jeanne Bliss

The hospital gown has been around for centuries. It's no news that the ill-fitting, dignity-stealing flimsy covering clearly needs an overhaul.

The problem is, the way products are designed and redesigned needs an over-haul as well. In the case of this hospital gown, The Wall Street journal, in this article, outlines the ill-fated 2.5 year process that has done nothing but hit walls and stall. And the reason? Because what's standing in the way of our personal dignity in healthcare is trying to be discovered by way of The Focus Group and corporate "funky task force." (more)

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