Piedmont Regional Medical Center: Transforming Patient Experience Through Digital Signage
"Digital signage has fundamentally changed how patients experience our facility. Navigation anxiety—one of the biggest stressors for hospital visitors—has dropped dramatically. Our patient satisfaction scores went from the 62nd percentile to the 84th percentile nationally."
— Dr. Sarah Mitchell, Chief Patient Experience Officer, Piedmont Regional Medical Center
Organization Overview
| Organization | Piedmont Regional Medical Center |
| Type | Non-profit community hospital |
| Beds | 650 |
| Annual Patient Visits | 320,000+ |
| Campus Size | 1.2 million sq. ft. across 4 connected buildings |
| Employees | 4,200+ |
| SignageStudio Customer Since | January 2024 |
The Challenge
Piedmont Regional Medical Center is a sprawling healthcare campus that has grown organically over 60 years. Like many large hospitals, they faced significant challenges with patient experience:
Navigation Confusion
Research shows that more than 85% of patients ask for directions when visiting hospitals, and 30% of first-time visitors get lost. At Piedmont, the problem was even worse:
- 58% of patients reported getting lost during their visit
- 23% of appointments started late due to patients unable to find their destination
- Staff spent an estimated 12,000 hours annually giving directions
Patient Anxiety
Hospital visits are inherently stressful. Getting lost in a confusing facility compounds that anxiety:
- Patient surveys indicated navigation was the #2 source of visit-related stress (after the medical concern itself)
- Family members in the ER waiting room reported high anxiety levels, often unsure of wait times or patient status
Outdated Communication
The hospital relied on:
- Printed directories that were outdated within months of installation
- Overhead announcements that patients found jarring
- Bulletin boards overflowing with competing flyers
- Staff spending significant time repeating basic information
Low Patient Satisfaction Scores
Despite excellent clinical care, Piedmont's HCAHPS scores languished at the 62nd percentile—well below their goal of top-quartile performance.
"Our doctors and nurses provide exceptional care, but patients were frustrated before they even reached their appointment," explains Tom Richardson, VP of Facilities. "The physical plant was undermining our clinical excellence."
The Solution
Piedmont implemented a comprehensive digital signage network designed specifically for healthcare environments:
Wayfinding System
- 42 interactive wayfinding kiosks at major decision points
- Turn-by-turn directions with printed map option
- Multi-language support (English, Spanish, Vietnamese, Korean)
- Accessibility features including audio directions and large text options
- Real-time updates when areas are temporarily closed or rerouted
Patient Communication Displays
- 156 displays throughout public areas (waiting rooms, lobbies, corridors)
- 28 displays in clinical areas (nurses' stations, treatment areas)
- Department-specific content with wait times and preparation information
Emergency Communication
- Integration with hospital emergency systems
- Instant override capability for codes and alerts
- Evacuation route display triggered by fire alarm system
Staff Communication
- 45 back-of-house displays for internal communication
- Real-time bed availability and capacity dashboards
- Recognition and announcement boards
Implementation Approach
Phase 1: Planning (8 weeks)
- Patient journey mapping to identify high-anxiety points
- Heat mapping of areas where patients most frequently asked for directions
- Staff interviews to understand common navigation questions
- Content strategy development with clinical and administrative input
Phase 2: Pilot (6 weeks)
- 12 displays and 4 kiosks in the main lobby and outpatient wing
- Patient feedback collection
- Staff training and workflow adjustment
Phase 3: Full Deployment (16 weeks)
- Phased rollout by building/wing to minimize disruption
- 24/7 support during transition
- Ongoing training for content managers
The Results
After 18 months, the transformation has been remarkable:
Navigation Improvement
"78% of visitors reported using the kiosks during their visit, and 92% rated them as 'very helpful' or 'extremely helpful,'" notes the patient experience team.
Patient Experience
| Metric | Before | After | Change |
|---|---|---|---|
| Patients reporting getting lost | 58% | 16% | -72% |
| Navigation-related stress (1-10 scale) | 7.2 | 4.5 | -37% |
| Perceived wait time vs. actual | +25-30% | -22% | Reversed |
| HCAHPS percentile ranking | 62nd | 84th | +22 points |
According to research on healthcare digital signage, 70% of healthcare facilities report increased customer satisfaction after adoption—Piedmont exceeded this benchmark significantly.
Staff Efficiency
- Front desk direction-giving reduced by 42%
- 8,400+ staff hours annually reallocated to higher-value patient interactions
- Volunteer wayfinding shifts reduced by 60%
- Information accuracy improved from 78% to 99% (no more outdated printed materials)
Financial Impact
Investment:
| Category | Cost |
|---|---|
| Hardware (198 displays, 42 kiosks, players) | $890,000 |
| Wayfinding software integration | $125,000 |
| Installation and infrastructure | $210,000 |
| SignageStudio enterprise license | $48,000/year |
| Content development | $85,000 |
| Total Initial Investment | $1,358,000 |
Returns:
| Category | Annual Value |
|---|---|
| Staff time savings | $420,000 |
| Reduced print costs | $95,000 |
| Improved patient throughput | $380,000 |
| HCAHPS-related reimbursement improvement | $620,000 |
| Annual Benefit | $1,515,000 |
| ROI Achieved | 11 months |
Key Features
Interactive Wayfinding Kiosks
The touchscreen kiosks provide:
- Search by department, doctor name, or service
- Step-by-step visual directions with estimated walking time
- Print option for patients who prefer paper
- Text-to-phone sends directions to patient's mobile
- Accessibility mode with larger text, audio, and wheelchair-accessible routes
- Multiple languages serving the diverse patient population
"The ability to text directions to your phone is huge," says visitor Maria Gonzalez. "I pulled them up on my way from the parking garage and never had to stop and ask anyone."
Waiting Room Communication
Displays in waiting areas show:
- Estimated wait times (updated in real-time)
- Educational health content relevant to the department
- Preparation instructions for common procedures
- Calming nature imagery and content proven to reduce anxiety
- News and weather to pass the time
Research shows that digital signage can reduce perceived wait times by 35%—Piedmont achieved 22% actual improvement in perceived vs. real wait times.
Emergency Integration
During emergency events, the system:
- Instantly switches to emergency messaging across all displays
- Shows evacuation routes specific to each display's location
- Displays real-time instructions from incident command
- Coordinates with overhead announcements
"During our last fire drill, patients commented on how calm and organized the evacuation felt. The displays showed exactly where to go." — Security Director James Chen
Testimonials
"I was dreading bringing my elderly mother for her appointments. She gets confused easily, and this hospital is like a maze. The touchscreen kiosks were so simple—she could even use them herself. The printed directions with pictures were perfect."
— Family Member, Patient Feedback Survey
"I used to spend so much of my shift giving directions. Now I can focus on what I was trained to do—helping patients with their health concerns. The screens answer 90% of the questions I used to get."
— Registered Nurse, Outpatient Services
"The health education content in the waiting rooms is fantastic. Patients are actually learning about their conditions while they wait. Several have mentioned it to me during appointments."
— Dr. Robert Kim, Primary Care Physician
Future Plans
Piedmont is expanding their digital signage implementation:
2026 Initiatives
- Mobile app integration allowing patients to receive wayfinding directions on their personal devices
- Appointment check-in kiosks reducing front desk wait times
- Patient room displays showing care team information, daily schedule, and educational content
- AI-powered crowd management adjusting recommended routes based on real-time congestion
Long-term Vision
- Indoor positioning system providing turn-by-turn navigation on patient smartphones
- Augmented reality wayfinding pilot program
- Integration with EHR for personalized patient messaging
Healthcare Digital Signage Best Practices
Based on Piedmont's experience, here are key recommendations:
- Map the patient journey first — understand pain points before selecting technology
- Involve clinical staff — they know what information patients need
- Plan for accessibility — healthcare serves diverse populations with varying abilities
- Integrate with existing systems — standalone solutions create more problems
- Content must be current — outdated information destroys trust
- Plan for emergencies — healthcare facilities need instant override capability
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