(Innovation + Creativity)Purpose= Improved patient experience in pediatric care
When technological innovation and creativity in healthcare are driven by a strong purpose, they positively impact the humanization and overall experience of those in need of care. In this case, it’s about transforming the journey for children and those who stand by their side throughout their healthcare journey.
Stories that impact the Pediatric Patient Experience
At Siemens Healthineers, we put the patient at the centre of healthcare. We believe that innovation should be patient-centered and that the experience patients have during their healthcare journey plays a significant role in outcomes – making it a top priority. Our focus is on enhancing every step of the patient healthcare journey and continuously finding ways to improve their experience along the way.
In the case of an MRI scan, which can be lengthy and requires collaboration and following instructions, it´s essential to create the right conditions for comfort, cooperation, and exam quality. In this context, the loud noises produced by the MRI equipment remain a major challenge and one of the primary causes of discomfort for pediatric patients, often impacting, and potentially compromising, the entire exam. When considering children in an oncology journey, it becomes crucial that the scan is conducted with the necessary quality to support their treatment and health care.
These loud and noisy sounds were precisely the starting point for this pilot project. By using the specific sound sequences from the most common pediatric MRI scans performed on Siemens Healthineers equipment, we created audiobooks with synchronized narratives that transformed these scary noises into trains, spaceships, or robots. Featuring fun characters, these stories accompany children during the exam, fostering a overall more collaborative, comfortable and enjoyable experience for pediatric oncology patients.
A Project with Portuguese DNA
This pilot project was the result of collaboration among several teams: Siemens Healthineers Portugal, the CUF Group, the agency Area 23, the production company Bro Cinema, and the publisher Leya. Together, through a unified effort, they brought this innovative project to life in Portugal.
With the creativity of Area 23 and direction by Bro Cinema, the "Magnetic Stories," created by authors from Leya, were synchronized with the sounds of Siemens Healthineers' MRI scanners and transformed into audiobooks that were then implemented in one of the CUF Group's units in Lisbon. As a result, this pilot successfully repurposed the sounds of the MRI scan into something children can relate to, helping them alleviate anxiety during this type of exam.
71st Edition
Cannes Lions International Festival of Creativity
The "Magnetic Stories" pilot project won the Grand Prix for Brand Experience and Activation in the Pharma (Patient Engagement) category. The project also won the silver distinction.
Redefining the Pediatric Patient Experience
At Siemens Healthineers, our focus is on valuing the whole pediatric patient experience and understanding how to improve it. In the case of a radiology exam, such as Magnetic Resonance Imaging (MRI) – which is the focus of this pilot project – it´s crucial to enhance the patient experience before, during, and after the exam.
To achieve this, we have been working on various initiatives that take a holistic approach to improving the experience for young patients and everyone involved in the process. These initiatives include mimicking point-of-care diagnostic solutions to familiarize children with the procedure, as well as providing support and drawing materials to help reduce the stress of children, their families, and healthcare professionals.
Porque sabemos a importância da inovação em saúde também falar a língua dos mais pequenos e é preciso tornar a prestação de cuidados mais personalizada e tranquila, eficiente e sustentável. Ponto que ganha uma dimensão ainda maior quando falamos de crianças e das suas necessidades emocionais e cognitivas.
Because we understand how important it is for healthcare innovation to also speak the language of children and to provide healthcare in a more personalized, peaceful, efficient, and sustainable way. This becomes even more essential when addressing the emotional and cognitive needs of children.