The new King Abdullah Center for Cancer and Liver Diseases

Where is the craziest place you're ever set up a mockup presentation? Mohamed Azmy might have you beat - he recently set up a 350 square-meter mockup in an underground parking garage!
 

King Faisal Specialist Hospital & Research Center, in Riyadh, Saudi Arabia, is one of the top medical institutions in the Middle East. They were not sure about the furniture applications for a new cancer center, a 300 bed tower that will feature inpatient care, nursing units, ambulatory clinics, treatment areas, diagnostic support, and technical services, so Nurture was asked to participate in a mockup to show our capabilities, our ideas and thoughts about how to make the patient experience unique.
 

There were two major challenges: the mockup site was totally inappropriate (underground garage space!), so hard walls were needed in order to install wall-mounted modular casegoods, and the Nurture team had access to the site just three days before the mockup presentation.
 

"With a huge 350 square meter setup, our focus was to simulate a real patient journey and to show our capabilities to supporting patients, caregivers and partners in care through their entire healthcare experience," Mohamed said. "Our mockup was the busiest, the most comprehensive and we received a lot of positive feedback from doctors, nurses, top executives, environmental services, housekeeping staff, designers and others."

See a walk-through of the environment here.

Mohamed identified a number of critical differentiating factors for success:
1. They installed an open space with clear sight lines for visitors, whereas the competitors chose to install small rooms that did not tell a coherent story.
2. They installed six areas -- reception, caregiver station, waiting area, exam/consultation room, infusion bay, patient room -- which gave visitors the feeling of being in a real healthcare environment.
3. They enjoyed a great collaboration with the dealer - RHE - by dedicating a team that built the partitions and covered the whole area with carpets in one day.
4. Nurture's innovative solutions like Sync, Pocket and Empath attracted attendees who spent longer at the mockup space to learn more about the products.
5. They installed three display monitors that grabbed visitors' attention and provided information, applications and music. All other mockups were totally silent until the very last day.
6. They branded the area with different sized logo printouts and banners, and distributed handouts that included application recommendations and Nurture's approach to project management.

"I feel good about our position with the client especially after proving our insights, applications and execution capabilities, and hope to continue satisfying their needs to win our share of the project," Mohamed said. He expects a decision to be made in September 2013.

Additionally, news of Nurture's performance enticed decision makers of a new medical city project to travel over 250 miles to view the mocked-up applications!