Technowait: a new healthcare brand serving up customer empathy

Quebec-based Technowait gets that our time is valuable. So they’ve developed a new service that creates new value for patients – freeing them from having to wait for long periods of time in hospital and clinic waiting rooms.

Their service allows patients (after checking-in and taking a number) to leave the waiting room and go somewhere else until they’re ready to be seen. Calling in to an interactive system, they can find out via an automated message how how much waiting time still remains. As their turn approaches, they can then return in just-in-time fashion. Eventually, TechnowaiT aims to add phone alerts so that patients can get notified half an hour before it’s their turn.

Here are a few things we should appreciate about (and learn from) Technowait:

1. They’re advocates for us patients. More so than the hospitals or clinics we’re often captive to, they understand that nothing about a “waiting room” (beginning with the name) is a pleasant experience. Their service is helpful and acts on our behalf.

2. Their demonstrating respect. Someone from Technowait initially walked in our shoes. They’ve been the customer. Or they listened, acknowledged and responded to others. Either way, it’s nice to be treated like a person beyond a patient.

3. They’re also building value for their hospital and clinic clients . Beyond the time and identity value they create for patients, they’re creating relationship value for the hospitals and clinics that use their service. Everyone benefits. Everyone wins.

4. When ready, they might possibly play a bigger role in our lives. By thinking more expansively about what they ultimately provide (similar to Zappos whose real mission is customer happiness), Technowait has a lot of room to expand beyond the waiting room to other venues.

Any thoughts or ideas to share?

Eric Brody

Eric Brody is President of Trajectory, launched in 1999, the specialist health & wellness branding and marketing agency using every moment to move customers, brands and businesses upward. Prior to Trajectory, Eric served as EVP and Management Board member at Interbrand (the world’s most influential brand consultancy). Before Interbrand, he held senior marketing positions at Beiersdorf Inc. and L’Oreal and advertising account management positions at Marschalk and Benton & Bowles.He has also taught as an adjunct professor at Seton Hall’s Graduate School of Communications and has lectured at Wharton Business School and Emory Goizueta School of Business.