Management In Healthcare, “Spiral thinking: A catalyst for innovative customer experiences”

The London-based, peer-reviewed journal, Management in Healthcare, featured an article in the summer of 2016 entitled, "Spiral Thinking: A Catalyst for Innovative Customer Experiences." The article showcases Spiral Thinking methodologies and the "Whole Brain Effect," as well as applications in Dreamscaping for new healthcare facilities. It further illustrates how Spiral Thinking can be used to align with branding and company cultures to create and implement superior enhanced patient experiences. To start your own Spiral Thinking journey, log on to

Management in Healthcare, "Spiral thinking: A catalyst for innovative customer experiences"

By: Holt, Christine; Goodman, Ed; Whitman, Brian


It is a disruptive time for healthcare — new competitors, new innovations, new operating partnership and models, a more discerning customer base and new revenue models and requirements have drastically changed the way we will do business. To be competitive, healthcare systems are going to need to change how they differentiate their products and services in a commoditised market. A focus on developing a branded experience that engages new customers, delivers on an organisational promise and is supported by employee base that views themselves as brand ambassadors has an opportunity to break through and innovate. Through a process of defining the brand, and utilising ‘dreamscaping’ to imagine and define a branded experience, organisations like Holy Redeemer Health System are activating new experiences and enabling a new future. Using this process to align products and services, build new facilities, and hire and train staff to a new branded cultural experience is exactly what Holy Redeemer is doing.

Access the full article here.