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American Heart Association

  • Studied cardiovascular patients through several stages of diagnosis and treatment

  • Distinguished between informational and motivational needs—emphasizing the latter

  • Developed a coaching model vision for a system of provider-delivered and patient-direct services

Motivation over information

Point Forward worked with the American Heart Association and the Stanford Cardiac Rehabilitation Program to develop a new, comprehensive patient education system.
By taking our ethnographic research methods into hospitals, rehab facilities, community centers, and patient homes, we quickly discovered that the problem was one of motivation more than education. Conventional wisdom suggests that suffering a heart attack would be sufficient motivation to change but it is not. Current education systems are too passive and too generic. To address this, we introduced the metaphor of "coaching" as a guiding vision and a segmentation model of patients based on five distinct "ways of being" or how they tend to approach problems and events in their lives.
 
     
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