LabCorp, a global life sciences company, provides medical diagnostic services to millions of patients every year. When they acquired leading CRO Covance, they did so with the realization that LabCorp’s patient pool represented an ideal population for recruitment into clinical research. The challenge: the recruitment process needed a complete overhaul to provide a smooth, integrated experience for patients.

LabCorp sought out the Workshop team for our healthcare experience and human-centered design process. They asked Workshop to develop a patient recruitment program that could navigate the complexities of HIPAA rules, organizational silos and legacy technology. We interviewed a dozen patients to understand their motivations and map their ideal journey into a clinical trial.

In the end, we were able to tell LabCorp not only what their strategy should be, but how to implement it over time. We created a program and roadmap to make patient registration both seamless and engaging.

This assignment required us to: audit the end-to-end experience of LabCorp patients, conduct a comprehensive landscape analysis, align cross-functional team members to a common vision and roadmap, and design a patient-centered strategy for recruitment.