Battered by a wave of negative publicity from a 2015 series of undercover sting videos that allegedly showed the organization engaging in the selling of body parts from aborted fetuses
, Planned Parenthood is hoping to upgrade its "patient experience."
"We've always had high quality care," says Becca Karpinski, vice president of strategy and organizational effectiveness for Planned Parenthood of the Southwest, reports Liz Stinson at wired.com
. "But frankly, the rest of the experience wasn't necessarily what we would want ourselves to go through."
"Politics, funding, and other reasons loosely attached to people's perceptions of reproductive health have long kept Planned Parenthood at a disadvantage when it comes to the patient experience," Stinson writes.
"And so Planned Parenthood is rolling out a comprehensive patient experience it developed with Ideo to change how patients interact with the organization."
(pronounced "eye-dee-oh") is an award-winning global design firm that takes a human-centered, design-based approach to helping organizations in the public and private sectors innovate and grow," the company says on its website.
It has worked in the past with large brand names such as Ford Motor Company, IKEA and NBC's 'Today Show."
"We identify new ways to serve and support people by uncovering latent needs, behaviors, and desires," the company states.
For Planned Parenthood, of course, that means dealing with abortion.
"For women who are recovering from abortion and other surgical procedures, small thoughtful details have a magnified positive impact," IDEO explains on its website about the Planned Parenthood reboot
"Redesigned recovery rooms have been separated into semi-private spaces, accommodating loved ones who want to join patients after a procedure. Soothing colors and soft, warm fabrics create a comforting environment, and service gestures including cards with words of support and encouragement from staff reinforce Planned Parenthood's promise. A take-home kit provides clear information about what to expect during recovery and recommendations for follow-up care. "
"The overarching plan, called In This Together, is like an umbrella under which every affiliate will operate," wired.com's Stinson explains.
"Judy Tabar, the CEO and president of Planned Parenthood of Southern New England, says it's about instilling a set of core values to remind employees about the organization's commitment [to] ideals like inclusivity and diversity.
"'The opportunity to have a seamless experience at any Planned Parenthood is just tremendous,'" she says.
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