Please login to the form below

The key to designing great digital services in healthcare

Fred Bassett, co-founder and Head of Strategy at Blue Latitude, talks about the key to designing great digital services in healthcare.


Fred Bassett, co-founder and Head of Strategy at Blue Latitude, talks about the key to designing great digital services in healthcare.

Designing services in health care can seem like a fairly straightforward thing. Right?. You have to develop something that has clinical effectiveness. Develop a service that delivers cost effectiveness for the people who are paying for it, whether those be payers or the patients themselves. You need to make sure that that service has some level, some sensible level of user engagement, such that people engage with the service and their behaviour is changed. And if you can do all of those things then maybe, just maybe, you’ll shift the patient outcomes.

There was a study done by a cross-functional group of clinicians and user experience experts into CPR apps. Okay. So, these are apps that sit on your phone and you’re meant, as a customer, to pull up those apps in a moment of crisis, when about to perform CPR. It’s meant to give you some guidance in how to deliver CPR; which is a pretty scary thing, I’ve got to say.  

This group tested 61 apps. Of those, only 13 met the most basic clinical requirements.. And of the 13 that passed that first clinical test, were then put into user experience testing, to make sure that users could actually navigate the app and use it to deliver or receive the information that they felt was important in delivering CPR and on that second check, only five apps made it through, okay?

So, you look at this list. It’s got to deliver a clinical benefit. It’s got to deliver user engagement or allow users to engage in way that makes sense. Seems pretty simple, and yet on a relatively simple example you’ve got a 1 in 12 chance of picking an app that is actually going to help you save the person’s life who is in front of you. 


At Blue Latitude we are committed to understanding customer needs and placing them before channel or technology choice. 

We don't have a vested interest in the tactics or solutions we recommend. It means clients can trust us to deliver the insights and objective advice they need to move forward.

From strategists and analysts to sector experts and user experience designers, our people can help you better engage your customers. Find out more about patient information-seeking behaviour by downloading our free illustration:

Find out more about what we can do for you. Request a free multichannel consultation with one of our Senior Consultants -

12th June 2014



Company Details

Blue Latitude Health

+44 203 328 1840

Contact Website

Blue Latitude Health
Crusader House
145-157 St John Street
United Kingdom

Latest content on this profile

Big data, privacy and the rise of genomic testing
Blue Latitude Health speaks to Johan Christiaanse, Marketing Director at BGI, to find out how the medical profession can overcome one of the major barriers to precision medicine – big data.
Blue Latitude Health
Lynch syndrome: a patient perspective
Blue Latitude Health intern Costantino Ciotti gives an insight into life with Lynch Syndrome, a genetic condition associated with colon cancer. Here he explores the patient’s perspective, including treatment options, and gives his advice for healthcare professionals diagnosing patients with a genetic disease.
Blue Latitude Health
What does programmatic advertising mean for your pharma marketing strategy?
Senior Associate Consultant Jiayi Chen explains the benefits and pitfalls of programmatic advertising and reveals how it can impact return on investment in your marketing campaigns.
Blue Latitude Health
How to measure marketing success: profit vs ROI
Measuring marketing activity is proving to be a major challenge in pharma. Here, Senior Consultant Paul Townley-Jones explores the meaning of success and gives his tips for measuring efficiency and effectiveness, along with the formula for calculating profit and ROI.
Blue Latitude Health
Perspective on biotech leaders
In the latest issue of Perspective magazine, seven industry trailblazers reveal the trends, challenges and opportunities they anticipate in the biotech sector, from empowering patients to deciphering big data.
Blue Latitude Health
Global customer research in healthcare: 10 tips for capturing insights that matter
What makes a strong brand? One global core coupled with sensitivity to regions and countries. In part two of our series on customer insight and behaviour change, we share our tips on optimising global customer research projects to ensure you get the balance right in an efficient way.
Blue Latitude Health