Designing patient experiences

Dr Apratim Goel, CEO / Medical Director of Cutis Skin Solutions, shares insights into her clinic’s design philosophy, its alignment with patient care, and how it has impacted patient experiences, in an exclusive inter view with Shriyal Sethumadhavan.

How crucial do you believe clinic design is concerning the overall patient experience and satisfaction?

We have come a long way from waiting areas that were completely run-down, shabby, with no care. Considering that we are in the cosmetic practice, we must take care of the clinic design to boost the overall experience and satisfaction. I always believe that when a patient enters a clinic, the clinic interiors or rather the waiting area – how pleasing the atmosphere is – become the first interface. Until the patient meets the doctor, that comes as the third interface. So, the first interface is the lounge area or waiting area, whatever you call it, followed by the staff – how pleasant, warm, and hospitable they are, which is crucial during the waiting period. Only after that does the patient meet the doctor. So, just being qualified or just being a dermatologist with lower degrees is not the most important factor – of course, that is important, but as they say, you judge the book by the cover. Yes, this book is judged by the cover. So, I believe that all practitioners must pay attention to the design and the overall aesthetics of the clinic.

What specific elements in clinic design do you feel contribute most significantly to enhancing patient comfort and trust?

I have had varied experiences. I started off using a bright colour because we always wanted that colour to become our identity. In Cutis, turquoise has been my colour all through. But I have come to believe that it’s like Kingfisher Airways. Initially, we liked those red girls, red aircraft, red seats, and red tickets, but then, one may agree, that red started becoming irritable. So, since the question specifically asks what to keep in mind to enhance patient comfort and trust, I suggest it should involve soothing and pleasing colours. My new clinic in Khar in Mumbai is completely white, and I purposely kept it that way, without using a dash of turquoise colour there. Because, when a patient is going to be there for hours, they should feel at home. Hence, I wanted to keep it soothing, and then, of course, the clinic can be further enhance by adding some colours in the form of paintings or sculptures. But basically, what is soothing is light colours. Not so blaring lights. All our lights are diffused lights, soothing lights. The elements that one has to take care of are the colour. Next, there should be soft music. It is like a five-star lobby, dimly lit, with soft music. One can also consider placing some floor lamps to give it a more nice, soothing feel. And apart from that, the place must smell awesome. These are a few of the elements that I have taken care of in my clinics.

You recently launched your clinic in Khar West in Mumbai, and you were personally involved in designing your clinic’s interiors. What motivated you to take on this task?

This is a beautiful question. I have involved interior designers before, but I found that at a certain point, we start having disagreements. I prioritise space conservation. I understand my clients; and my interior designer does not. For them, it is just one project. So, after dealing with and disagreeing with many interior designers, this time I decided to take it on entirely on my own. I had a very good worker, Brijesh, whom I would like to mention. He is down-to-earth, follows my orders, has his opinions, but importantly, he listens, and that is crucial. Even for other doctors reading this interview, having someone who listens and understands is valuable. We have had three clinics by now, so he knows all my other clinics and understands the kind of clientele we have. If someone is considerate, it is good to have an interior designer; otherwise, you can always design it yourself. Of course, it took up a lot of my time, was exhausting, and we made a fair share of mistakes. However, Iam still happy. Now that the project is completed and our clinic has received so much praise that Aesthetic Medicine India is writing about it, Iam super happy. I did not want to spend a lot by having an interior designer who might not listen to me. So, I decided to take charge of this project entirely. I chose the colours myself, and it was exhausting. For example, with the wallpaper, we bought pink basins, but when we installed it, we did not like it. We removed it, and got seven white basins. There are many such things we took care of, and now, when I step into the clinic, it feels so personal because I have been through every brick and every little inch of it.

How did your involvement in the design process align with your vision for patient care and experience at your clinic?

I have been setting up clinics for ages now, and this time, my goal was to offer my patients an experience, not just treatment. I aimed for more spacious rooms, music throughout, soothing colours, and light, silver-toned wallpapers. Since I was involved in the design, I could pinpoint where the highlight walls would be and how the rooms would be set up. I know the steps involved in the facials we do, so the lighting is allocated accordingly – for massages, there is a dim, gentle light to maintain a calm ambiance, and during the extraction process, a stronger headlight is used. This knowledge helped align the clinic’s design with the treatment procedures. Additionally, we deliberately placed the waiting area away from the treatment rooms to ensure that the guests’ voices waiting there do not disturb ongoing treatments. We have to keep in mind that it needs to be a patient-centric place. In that way, Iam quite pleased with the outcome.

What were the key factors you prioritized when conceptualising and executing the clinic’s design?

As mentioned before, the primary focus was on patient comfort – a soothing atmosphere that is easy to navigate. Throughout the clinic, we have incorporated light, calming colours, and signage. Additionally, I considered that patients seldom visit alone; they often bring friends, relatives, or children. Hence, the clinic was designed to be people-friendly. We have provided magazines and items for attendants to engage with while waiting. Our range of teas, coffees, in-house sandwiches, and biscuits were essential factors. Moreover, when selecting the location, its visibility and accessibility were critical. Hence, we recently closed the clinic in Bandra and shifted to Khar. The earlier location was smaller, less visible, and less accessible, leading to congestion. In our new space, we prioritised soundproofing between rooms using materials like thermocol sheets and silicon wool, ensuring no sound transmission and maintaining a serene and relaxing environment.