Northside Medical Center, a multi-specialty healthcare provider with five locations across the metropolitan area, implemented a comprehensive digital signage solution to enhance patient experience, improve communication, and streamline operations. This case study examines how Northside transformed its patient journey and staff communication through strategic deployment of digital displays, resulting in measurable improvements in patient satisfaction, operational efficiency, and health education outcomes.
32%
Reduction in perceived wait times
45%
Decrease in wayfinding inquiries
28%
Increase in patient satisfaction scores
Founded in 1998, Northside Medical Center has grown from a single primary care practice to a comprehensive healthcare network serving over 75,000 patients annually. With five locations strategically positioned throughout the metropolitan area, Northside provides a wide range of medical services including primary care, specialty care, diagnostic imaging, laboratory services, and outpatient procedures.
The organization employs more than 220 healthcare professionals, including 45 physicians across 12 specialties, and has built a reputation for patient-centered care and clinical excellence. Northside's mission is to provide accessible, high-quality healthcare to diverse communities while fostering a healing environment that addresses both the physical and emotional needs of patients.
Despite Northside Medical Center's growth and clinical success, the organization faced several significant challenges related to patient experience, communication, and operational efficiency. As the healthcare network expanded to multiple locations with diverse services, maintaining consistent communication and a seamless patient experience became increasingly difficult.
Patient surveys and feedback revealed growing frustration with navigation difficulties, long perceived wait times, and inconsistent information across different facilities. Meanwhile, staff reported challenges in keeping patients informed about services, health education, and facility updates using traditional printed materials and verbal communication.
Northside Medical Center struggled with outdated communication methods that failed to effectively engage patients and visitors. The organization relied heavily on static printed posters, brochures, and bulletin boards to share information about services, health education, and facility updates. These materials quickly became outdated, required significant staff time to maintain, and often went unnoticed by patients. Important announcements about new services, physician schedules, or health screenings frequently failed to reach their intended audience. Patient surveys indicated that only 23% of patients were aware of additional services available at Northside beyond their immediate reason for visiting. Additionally, the printed materials created a cluttered appearance in waiting areas and hallways, detracting from the professional environment Northside aimed to maintain. The static nature of these communications also meant that time-sensitive information, such as flu shot availability or changes in operating hours, couldn't be updated quickly enough to be effective. This communication gap not only affected patient awareness but also impacted Northside's ability to promote preventive care and wellness initiatives that could improve overall community health outcomes.
Waiting rooms across Northside's five locations were sources of significant patient dissatisfaction, with surveys revealing that 68% of patients found wait times to be the most frustrating aspect of their visit. The actual average wait time was 18 minutes, but patient perception surveys indicated that most patients estimated their wait to be 30-35 minutes—nearly twice the actual duration. This perception problem was exacerbated by waiting areas that offered little engagement or distraction, with outdated magazines and silent television screens showing muted cable news being the only entertainment options. Patient anxiety was particularly high in specialty departments where patients were often waiting for potentially concerning test results or consultations about serious health conditions. Staff reported that patients frequently approached the front desk to inquire about wait times, creating additional work for administrative personnel and interrupting workflow. The negative waiting experience was having a measurable impact on overall patient satisfaction scores, which had declined by 15 percentage points over the previous two years despite improvements in clinical care metrics. Furthermore, anxious and frustrated patients were less receptive to medical advice and less likely to fully engage in their care plan, potentially affecting clinical outcomes. Northside recognized that transforming the waiting experience was essential to improving overall patient satisfaction and engagement.
As Northside Medical Center expanded to five locations with increasingly complex layouts, patient navigation became a significant challenge. The flagship location alone had grown to 45,000 square feet with multiple wings and three floors, making it difficult for patients to locate specific departments or services. Traditional static directional signage was often confusing, inconsistent across locations, and insufficient for patients with language barriers or visual impairments. Front desk staff reported spending approximately 25% of their time providing directions to lost patients, diverting valuable resources from other patient care activities. Patient surveys indicated that 42% of first-time visitors had difficulty finding their destination within the facilities, with 18% reporting that they had been late to appointments specifically because of navigation challenges. The problem was particularly acute for elderly patients and those with mobility issues, who found the navigation difficulties physically taxing and emotionally stressful. Additionally, the multi-location nature of Northside's operations meant that patients were often referred between facilities for different services, creating confusion about where specific procedures or consultations would take place. The wayfinding challenges not only affected patient satisfaction but also contributed to operational inefficiencies, as appointment delays due to lost patients created scheduling backlogs that impacted all patients throughout the day.
With 220+ staff members spread across five locations and multiple departments, Northside struggled to maintain consistent internal communication. Critical updates about policies, procedures, and organizational announcements were primarily shared through email, printed memos, and staff meetings. However, clinical staff with limited computer access during their shifts often missed important emails, while part-time employees and those working evening or weekend shifts frequently missed in-person meetings. This resulted in information gaps, with only 54% of staff reporting that they felt "well-informed" about organizational developments in the annual staff survey. The communication challenges were particularly problematic for time-sensitive information such as IT system updates, insurance policy changes, or public health alerts that affected patient care protocols. Department managers reported spending an average of 6 hours per week on communication-related tasks, including following up with staff who had missed important announcements. The inconsistent communication also contributed to variations in protocol adherence across different locations and shifts, potentially affecting quality of care and patient safety. Additionally, Northside's leadership recognized that the communication gaps were negatively impacting staff morale and engagement, as employees who felt out of the loop were less likely to feel connected to the organization's mission and goals. The traditional communication methods were not only ineffective but also environmentally wasteful and costly, with thousands of pages printed monthly for notices that were often unread or quickly outdated.
These challenges were having measurable negative impacts on Northside Medical Center's operations and reputation. Patient satisfaction scores had declined to the 58th percentile nationally, down from the 73rd percentile three years earlier. Staff turnover had increased to 22% annually, above the industry average of 18%, with exit interviews frequently citing communication issues as a contributing factor. The organization was also missing opportunities to promote preventive care services and specialty practices to existing patients, resulting in lower-than-expected utilization of new service lines. Additionally, the inefficient use of front desk staff for providing directions and managing patient expectations was costing the organization an estimated $175,000 annually in lost productivity. Northside's leadership recognized that addressing these challenges would require a comprehensive approach to information delivery and communication throughout all facilities.
After evaluating several options, Northside Medical Center partnered with a leading healthcare digital signage provider to implement a comprehensive network of 85 displays across its five locations. The solution was designed to address the specific challenges identified while creating a scalable platform that could evolve with the organization's needs.
The implementation included a cloud-based content management system that allowed for centralized control while enabling different departments and locations to customize content for their specific needs. This approach ensured consistent branding and messaging while providing the flexibility to address unique requirements across different areas of the healthcare network.
Northside installed 42 digital displays in waiting areas across all five locations, transforming previously static environments into engaging, informative spaces. These screens were programmed to display a carefully curated mix of content, including estimated wait times, health education videos, service promotions, staff introductions, and light entertainment. The content strategy was tailored to each department's specific patient population and typical wait duration. For example, pediatric waiting areas featured child-friendly health education and entertainment, while specialty clinics displayed condition-specific information relevant to patients visiting those departments. The system integrated with Northside's practice management software to provide real-time updates on wait times and appointment status using a privacy-conscious numbering system. Content was scheduled to rotate at appropriate intervals, with health education segments kept to 2-3 minutes to maintain attention. The displays also featured a news and weather feed in a dedicated zone, providing additional value to waiting patients. Patient surveys were used to continuously refine content selection, ensuring relevance and engagement. The system could be overridden for emergency notifications when necessary, providing an important safety communication channel. Additionally, QR codes were displayed periodically, allowing patients to download health information or appointment preparation instructions to their mobile devices for later reference.
To address navigation challenges, Northside deployed 15 interactive wayfinding kiosks at key decision points throughout its facilities, including main entrances, elevator lobbies, and major corridor intersections. These touchscreen displays featured intuitive maps of each facility with step-by-step navigation instructions available in English, Spanish, and Vietnamese (reflecting the community's demographics). Visitors could search for departments, physicians, or services and receive customized directions to their destination, complete with estimated walking times. The system accounted for accessibility needs, offering routes that avoided stairs and prioritized elevator access when requested. Each kiosk included a "You Are Here" indicator and allowed users to send directions to their mobile phones via QR code or text message. The wayfinding system integrated with Northside's facilities management database, ensuring that maps and directions were automatically updated when departments relocated or areas were temporarily closed for maintenance. The kiosks also featured a directory of all physicians by specialty, with photos and brief biographies to help patients identify their providers. For patients visiting multiple departments in a single visit, the system could create optimized routes between appointments. The interface was designed with large buttons and high-contrast text to accommodate users with visual impairments or limited dexterity, while an audio assistance feature provided spoken directions for those who needed additional help.
Northside implemented 28 digital displays in staff-only areas across all locations, including break rooms, nurse stations, and back-office corridors. These screens were dedicated to internal communication, displaying critical updates, policy changes, training opportunities, and recognition of staff achievements. The system integrated with Northside's emergency management platform, allowing for immediate dissemination of code alerts, severe weather warnings, and security notifications. Department managers could submit content through a streamlined approval process, ensuring that communication reached the appropriate staff quickly while maintaining quality control. The displays also featured data dashboards showing real-time metrics relevant to specific departments, such as patient volume, appointment wait times, or lab turnaround times. A dedicated section celebrated staff milestones, birthdays, and achievements, helping to build community across the organization's five locations. The system was programmed to display different content based on time of day and location, ensuring that evening and weekend staff received the same quality of communication as those working standard business hours. Additionally, the displays included QR codes linking to more detailed information on Northside's intranet, bridging the gap between digital signage and more comprehensive resources. The staff communication network significantly reduced reliance on printed memos and all-staff emails, creating a more efficient and environmentally friendly approach to internal communication.
The project began with a comprehensive assessment of Northside's communication needs, patient journey mapping, and facility analysis. This phase included stakeholder interviews across departments and locations, patient focus groups, and traffic flow studies to determine optimal screen placement and content strategy. A cross-functional steering committee was formed with representatives from administration, clinical services, IT, facilities, and patient experience to oversee the implementation and ensure alignment with organizational objectives. The team developed detailed ROI projections, established key performance indicators, and created a phased rollout plan that prioritized high-impact areas while minimizing disruption to clinical operations. Special attention was paid to technical infrastructure requirements, including network capacity, security protocols, and integration points with existing hospital systems. The planning phase also included the development of content guidelines and governance processes to ensure sustainable management of the digital signage network after implementation. A content calendar was established to ensure fresh, relevant information would be consistently available across the network.
Timeline: 6 weeks
Northside selected its flagship location for the initial pilot implementation. This controlled deployment included examples of each solution component: waiting area displays, wayfinding kiosks, and staff communication screens. The pilot allowed the team to test different content strategies, gather user feedback, and refine the approach before full-scale deployment across all five locations. Technical configurations were validated, including integrations with Northside's practice management system, facilities database, and emergency notification system. Staff training programs were developed and tested, ensuring that front-line employees understood how to leverage the new tools and direct patients to use them effectively. The pilot phase also included the establishment of content creation workflows and approval processes, with representatives from various departments contributing content to test the governance model. Extensive data collection during this phase helped validate assumptions about user behavior and content effectiveness, informing refinements to both hardware placement and content strategy. Patient and staff surveys were conducted before and after the pilot to measure the initial impact on satisfaction and communication effectiveness.
Timeline: 4 weeks
Following the successful pilot, Northside expanded the digital signage network to all remaining locations. This phase included hardware installation, network configuration, content creation, and comprehensive training for staff across all departments and shifts. The deployment was executed in a carefully sequenced manner to minimize disruption to clinical operations, with work in patient areas scheduled during lower-volume periods. A dedicated content team was established to create and manage the extensive library of digital assets needed to support the network, including wayfinding maps, health education videos, and staff communication templates. The organization developed a comprehensive training program to ensure that all staff understood how to leverage the digital signage system effectively, with role-specific guidance for front desk staff, clinical teams, and department managers. As each location was completed, a formal handover process ensured that local staff were prepared to maintain and utilize their digital signage resources. The full deployment concluded with a patient communication campaign to educate visitors about the new digital resources available to enhance their experience at Northside Medical Center.
Timeline: 10 weeks
The implementation of digital signage across Northside Medical Center's five locations delivered significant measurable results within the first year of operation. The organization conducted comprehensive before-and-after analysis, including patient surveys, staff feedback, and operational metrics to quantify the impact of the initiative.
32%
Reduction in perceived wait times
45%
Decrease in wayfinding inquiries
28%
Increase in patient satisfaction scores
The digital signage network significantly improved the overall patient experience at Northside Medical Center, addressing key pain points and enhancing satisfaction. Patient surveys revealed a 32% reduction in perceived wait times, with patients estimating their waits to be shorter than actual duration—a complete reversal of the previous situation where perceived waits were significantly longer than actual times. The interactive wayfinding kiosks proved particularly effective, with 82% of visitors reporting that they used the kiosks during their visit and 94% rating them as "helpful" or "very helpful." The number of patients reporting that they got lost during their visit decreased from 42% to just 12%, while front desk staff reported a 45% reduction in time spent providing directions. Patient satisfaction scores increased from the 58th percentile nationally to the 86th percentile, exceeding the organization's previous high-water mark. Particularly notable was the 42% increase in positive comments about communication and information availability in patient feedback surveys. The waiting area displays successfully transformed previously stressful waiting periods into opportunities for education and engagement, with 71% of patients reporting that the content was informative and helped pass the time more quickly. The organization also saw a 35% increase in awareness and utilization of additional services after they were promoted on waiting room displays, indicating that patients were not only noticing the content but acting on it.
The digital signage solution delivered significant operational benefits beyond the improved patient experience. Front desk staff reported a 45% decrease in time spent providing directions and answering wayfinding questions, freeing them to focus on more valuable patient service activities. This efficiency gain alone saved an estimated $145,000 annually in staff time. The streamlined check-in process, supported by clear digital instructions and status updates, reduced lobby congestion by 28% during peak hours. Department managers reported saving an average of 4.2 hours per week on communication tasks, as the digital signage network provided a more efficient channel for distributing important information to staff. The organization's emergency notification system saw dramatic improvements, with alerts now reaching all areas of all facilities within 60 seconds, compared to the previous system which could take up to 15 minutes to ensure complete coverage. This enhancement significantly improved Northside's emergency preparedness and response capabilities. The digital directory system eliminated the need for frequent updates to static directories, saving approximately $28,000 annually in printing and installation costs while ensuring that information was always current. Additionally, Northside reported a 19% reduction in missed appointments, attributed to improved wayfinding and more effective pre-appointment communications, resulting in better resource utilization and revenue capture.
The staff-facing components of the digital signage network delivered substantial improvements in internal communication and employee satisfaction. Staff awareness of important policy updates and procedural changes increased from 54% to 92%, as measured through random knowledge checks conducted by department managers. The time required for critical information to reach all relevant personnel decreased by 78%, ensuring more consistent application of protocols across departments, locations, and shifts. Staff surveys indicated a 38% increase in satisfaction with internal communication processes and a 31% improvement in feelings of connectedness to the broader organization. The recognition features of the staff communication displays were particularly well-received, with 82% of employees reporting that they regularly viewed the screens to stay informed about colleague achievements and milestones. This enhanced sense of community contributed to a decrease in staff turnover from 22% to 15% annually, bringing Northside below the industry average of 18%. Department managers reported higher engagement in staff meetings and training sessions that were promoted through the digital signage network, with attendance increasing by 35% for optional professional development opportunities. The organization's chief medical officer noted that the improved communication had contributed to more consistent application of best practices across locations and departments, supporting better patient outcomes and safety.
The waiting area displays proved to be highly effective channels for patient education and health promotion. Post-appointment surveys indicated that 68% of patients recalled specific health information presented on the digital displays, and 42% reported that they intended to take action based on that information, such as scheduling preventive screenings or making lifestyle changes. Northside's community health team reported a 53% increase in attendance at health education classes and events promoted through the digital signage network. Seasonal health campaigns, such as flu vaccination promotions, showed 38% higher participation rates when featured prominently on waiting room displays. Physicians reported that patients seemed better prepared for appointments and asked more informed questions, suggesting that the educational content was having its intended effect. The organization also saw a 32% increase in enrollment in chronic disease management programs following targeted promotion on specialty clinic displays. The ability to customize health education content by department proved particularly valuable, with cardiology patients showing a 58% increase in cardiac rehabilitation program participation following exposure to department-specific content. These outcomes demonstrated that the digital signage network was not only improving the facility experience but also advancing Northside's broader mission of improving community health.
Northside Medical Center conducted a comprehensive ROI analysis of the digital signage implementation, factoring in both direct cost savings and revenue impacts. The analysis revealed a strong financial case for the investment.
The digital signage network has transformed how we connect with our patients and staff across all five of our locations. What began as a solution to wayfinding challenges has evolved into a comprehensive communication platform that touches nearly every aspect of our operations. Patients tell us they feel more informed and less anxious during their visits, while our staff appreciate having critical information at their fingertips. The system has proven particularly valuable during our recent electronic health record transition, when we were able to provide real-time updates and training reminders throughout all facilities. Beyond the measurable efficiency gains and satisfaction improvements, we've seen a cultural shift toward greater transparency and engagement across our organization. The digital signage network has become an integral part of how Northside Medical Center delivers on its promise of patient-centered care.
Dr. Sarah Johnson
Chief Medical Officer, Northside Medical Center
Throughout the implementation process, Northside Medical Center identified several key lessons and best practices that contributed to the success of their digital signage initiative. These insights have been documented to guide future expansions and optimizations of the system.
Northside discovered that the effectiveness of their digital signage network depended heavily on the relevance and quality of content displayed. Generic health information or general announcements received significantly less attention than content tailored to specific departments, patient populations, or staff roles. The organization established a content strategy that emphasized localization and personalization, with different content playlists for each department and location. For example, cardiology waiting rooms featured heart health information, while pediatric areas displayed child development and parenting tips. Staff-facing displays in clinical areas emphasized patient care protocols, while those in administrative areas highlighted operational metrics and organizational news. The most successful approach involved creating a balance between evergreen content that could be used long-term and timely updates that kept the displays fresh and relevant. Northside also found that content with local connections—featuring their own physicians, staff, or patients (with appropriate consent)—generated significantly more engagement than generic stock content. The organization established a regular content review process, analyzing engagement metrics and gathering feedback to continuously refine their approach. This commitment to relevant, high-quality content proved to be one of the most important factors in maintaining long-term engagement with the digital signage network.
One of the most important lessons from Northside's implementation was the critical role that staff played in driving patient adoption of the digital signage resources, particularly the interactive wayfinding kiosks. Initially, many patients—especially older adults—were hesitant to use the touchscreen displays without encouragement. Northside found that when front desk staff and greeters actively directed patients to the kiosks and briefly demonstrated their use, adoption rates increased by over 200%. The organization developed a comprehensive staff training program that went beyond technical operation to emphasize the benefits of the digital signage system for both patients and staff. This helped employees understand how directing patients to use the digital resources could ultimately make their own jobs easier by reducing repetitive questions and allowing more time for meaningful patient interaction. Northside also implemented a "digital ambassador" program, identifying tech-savvy staff members in each department who received additional training and served as local resources for colleagues. These ambassadors were instrumental in maintaining enthusiasm for the system and ensuring that new staff were properly oriented to the digital signage resources. The organization found that departments with active digital ambassadors showed consistently higher utilization of the digital signage system by both staff and patients. This experience highlighted the importance of viewing staff not just as users of the system but as essential partners in its successful implementation.
Northside's most valuable insight was the importance of establishing robust measurement systems to evaluate the impact of digital signage and drive continuous improvement. The organization implemented a multi-faceted approach to measurement that included automated data collection from the digital signage system itself (tracking interactions, content display time, and user engagement), regular patient and staff surveys, operational metrics, and qualitative feedback mechanisms. This comprehensive measurement approach allowed Northside to move beyond anecdotal evidence to truly understand what was working and what needed refinement. For example, analysis of wayfinding kiosk usage patterns revealed that certain search terms patients commonly used weren't yielding appropriate results, allowing the team to update the system's search algorithms. Similarly, heat mapping of touch interactions showed that some buttons were being missed by users, leading to interface design improvements. The organization established a quarterly review process where cross-functional teams examined the measurement data and identified opportunities for optimization. This data-driven approach ensured that the digital signage system continued to evolve and improve rather than becoming stagnant after initial implementation. Northside found that departments that actively used measurement data to refine their content and approach showed consistently better results than those that took a more passive approach. The lesson was clear: measurement wasn't just about proving ROI but was an essential tool for ensuring the long-term success and evolution of the digital signage network.
Building on the success of the initial implementation, Northside Medical Center has developed a roadmap for expanding and enhancing their digital signage network over the next three years. These plans focus on leveraging new technologies and deeper integration with other systems to create an even more personalized and effective communication platform.
Northside is developing a comprehensive mobile strategy that will extend the digital signage experience to patients' personal devices. The organization plans to launch a mobile app that will sync with the wayfinding system, allowing patients to receive turn-by-turn directions on their smartphones after initial interaction with a kiosk. The app will also enable personalized appointment notifications, customized health education content based on the patient's medical history, and secure access to test results and medical records. QR codes on digital displays throughout the facilities will allow patients to bookmark information for later reference or to transfer interactive experiences from public screens to their personal devices. Northside is also exploring beacon technology that would enable location-aware services, such as automatically displaying relevant department information on nearby screens when a patient approaches with the app installed. This mobile integration will create a more seamless experience across physical and digital touchpoints while providing patients with greater control over their information. The first phase of this initiative, focused on mobile wayfinding, is scheduled to launch within the next 12 months.
Northside plans to deepen the integration between its digital signage network and clinical systems to support better patient care and outcomes. Future enhancements will include integration with the organization's patient education system, allowing for automated display of condition-specific information in exam rooms based on the patient's diagnosis. Digital displays in treatment areas will be connected to clinical decision support systems, providing physicians and nurses with real-time access to protocols, medication information, and best practice guidelines at the point of care. In surgical waiting areas, displays will provide authorized family members with general progress updates as patients move through pre-op, procedure, and recovery phases, reducing anxiety while maintaining privacy. Northside is also exploring the use of digital signage in patient rooms to display daily goals, care team information, and scheduled tests or procedures, helping patients become more active participants in their care. These clinical integrations will be implemented in close collaboration with physician leadership and the quality improvement team to ensure that they support evidence-based care practices and enhance rather than disrupt clinical workflows. The first phase of these enhancements is scheduled to begin within the next 18 months.
Northside is planning to incorporate artificial intelligence and advanced analytics to make its digital signage network more responsive and effective. The organization is developing an AI-driven content optimization system that will analyze engagement patterns and automatically adjust content scheduling based on factors such as time of day, department, current wait times, and historical performance data. For example, if analytics show that patients are particularly receptive to preventive care information during longer waits, the system could automatically increase the frequency of such content when wait times exceed certain thresholds. Northside is also exploring predictive analytics for operational messaging, such as automatically increasing staffing information when patient volume data suggests an upcoming surge. Additionally, natural language processing capabilities will be added to interactive kiosks, allowing patients to ask questions verbally rather than navigating touch menus. This will be particularly valuable for users with limited mobility or technology experience. The organization also plans to implement advanced analytics dashboards that will provide deeper insights into patient flow, content effectiveness, and operational efficiency, helping to identify opportunities for continuous improvement. These AI and analytics initiatives will be implemented gradually, beginning with content optimization algorithms in the next 24 months, followed by more advanced features as the technology matures.
Northside Medical Center's implementation of digital signage across its five locations demonstrates the transformative potential of this technology in healthcare environments. By replacing static, outdated communication methods with a dynamic, interactive digital network, Northside has created a more navigable, informative, and less stressful experience for patients while improving operational efficiency and staff communication.
The results speak for themselves: reduced perceived wait times, improved wayfinding, enhanced patient education, and significantly higher satisfaction scores. The system has paid for itself in just 9 months and continues to deliver strong returns on investment through both operational savings and revenue impacts.
Perhaps most importantly, the digital signage network has positioned Northside for the future of healthcare delivery, where physical and digital experiences blend seamlessly to create more personalized, efficient, and effective patient journeys. As the organization continues to innovate with mobile integration, expanded clinical applications, and artificial intelligence, the digital signage network will remain at the heart of its strategy to enhance communication, education, and engagement throughout the care experience.
In an era of increasing competition and growing consumer expectations in healthcare, Northside's digital transformation demonstrates how medical centers can leverage technology to not only improve operational metrics but also deliver on their fundamental mission of providing compassionate, patient-centered care.
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