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Designing Healthcare Services with a Patient-Centred Mindset
Learn how to apply service design to healthcare by reshaping patient and business outcomes through innovation.
 IN-PERSON & ONLINE
Designing change, together
This blended course gives you both the structured online learning and live collaborative sessions to help you immediately apply learning to your context.‍
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LEVEL
Intermediate
Ideal for professionals with some exposure to innovation, design, or healthcare systems who want to go deeper with service design thinking.‍
STRUCTURE
Walk the patient’s path
We’ll guide you through real-world service design journeys in healthcare. You’ll apply the tools to your own challenges, with coaching from our team.‍
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OUTCOMES
Design services for the future of care
By the end, you’ll be able to visualise patient journeys, identify service gaps, and design high-impact, human-centred improvements that prepare healthcare organisations for tomorrow.‍
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This course is designed for innovators working within the healthcare space—whether in large pharma, health tech, or early-stage startups—who are seeking new ways to rethink services through the lens of service design.
Co-led by Gerry Scullion (Humana Design) and Avril Copeland (ex-CEO of Inner Strength Health), the course will focus on how service design can address the complex needs of patients, families, clinicians, and organisations alike. You’ll gain tools to uncover hidden pain points in patient journeys and learn to prototype improvements that also align with commercial and operational goals.
What You’ll Learn
‍1. Understanding the Patient Journey Beyond the Obvious
We’ll guide you in mapping real patient experiences—from diagnosis to discharge and beyond—exposing the often-overlooked nuances that affect trust, outcomes, and satisfaction. You’ll learn how to identify gaps where innovation can meaningfully reduce suffering and confusion.
2. Designing Services That Work in the Real World
Learn how to co-design with clinicians, patients, and stakeholders to build services that are implementable, scalable, and ready for the complexity of healthcare systems. You’ll gain methods to ensure innovations aren’t just user-friendly, but system-ready.
3. Making the Business Case for Human-Centred Innovation
Discover how to align innovation strategies with organisational KPIs, investment goals, and policy environments—translating patient needs into tangible value. You’ll be equipped to tell the story of patient-centred innovation in boardrooms and pitch decks alike.
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Frequently Asked Questions
‍Who is this course for?
This course is for anyone working in healthcare innovation—whether you’re in a startup looking to raise investment or inside a large pharma organisation driving service transformation.
Do I need experience in service design or healthcare?
No. While a familiarity with either topic helps, we break everything down so you can meaningfully engage regardless of your background. All you need is a commitment to improving patient experiences.
Will I need a computer?
Yes. This course includes interactive exercises, templates, and collaboration tools. For the best experience, we recommend a stable internet connection and access to a computer.
Have a question not listed here?
Please get in touch with us at support@thisishcd.com – and we will be more than happy to help you!
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Get in touch to learn more about this course
What You’ll Get
What You Will Get:
- Access to live sessions and case-based content led by Gerry Scullion and Avril Copeland
- Practical templates and tools for mapping, prototyping, and validating healthcare services
- Peer community of like-minded innovators across healthcare, pharma, and med-tech
- Lifetime access to all course materials and recordings
- Certificate of Completion
