Where will your next great marketing idea come from?

If you are reading only the design and construction trade publications, you will usually be following the market rather than creating them.

I was thinking about this while reading Journal of Healthcare Protection Management, Vol 25 No 2, a journal published by International Association of Healthcare Safety and Security. Its articles are written mostly by healthcare facility management professionals and discuss concerns that may still be below the radar of designers and the building product manufacturers that serve the industry.

For example, an article by David Corbin, "Designing a 'Safe Room' on a Medical Nursing Unit Floor" describes an experiment at Faulkner Hospital, Boston. They observed an increase in violence by "at risk" patients. Following
extensive planning, they remodeled a patient room so it could be used with patients deemed to be a security risk, but without the sterility of a prison or psych hospital room. The table below identifies some of the changes. (Click to enlarge.)Note that it the changes affect hardware, cabinetry, communication systems, plumbingware, specialties, and other types of building materials. While this was one room in one hospital, it could mark a trend that may expand to include the hardening of walls, lighting, finishes, etc.

Another article in the same issue, "The SEO (Security Entrance Officer): A Wave of the Future of Healthcare Security," by Edward Panell, describes efforts by a hospital in Seattle to provide better control of entry into its facility. By the time a phenomenon becomes a TLA (Three Letter Acronym), it may well be on its way towards becoming a wave. While the Seattle Hospital solved its problems with aggressive staffing, it is possible to imagine that future hospitals may require different types of entrances, hardware, controls, monitoring equipment, and other building products.

When Chusid Associates did an extensive healthcare market research project in the 1980s, it was a time when the trend was to make hospitals "warmer" and more accessible. Perhaps the pendulum is swinging. One of our clients is already profiting from the increased security in healthcare.

Trends like these are occurring in all building types. Building product manufacturers who want to be leaders in their market segments should monitor leading indicators, and conduct fresh market research on a regular basis.