First of its Kind: Cue Health
Written by Michael Podell | Contributors: Kate Magoc, Jamie Ortega, Barry Wacksman
For our first edition, we’re going to dig into the rise of at-home diagnostic testing. A needed innovation in the time of COVID-19. But one that has famously flopped (lookin’ at you, Theranos).
As with all truly innovative ideas, there are challenges to making this a reality. For Cue that includes regulations, systems that make change and adoption harder than it needs to be, and winning (back) public trust.
The global pandemic fundamentally changed how people think about the way they get their healthcare. Embracing telehealth and other forms of remote care might have started due to necessity, but over time, these new methods have evolved to be necessity. Cue Health has furthered the healthcare revolution by using smart technology and design to shift attitudes and behaviors towards the kind of medical testing the world needs right now.
〇 Brand
Creating new behaviors with the power of brand.
When done right, brand has the power to do much more than communicate value. Cue Health is working to shift our relationship with both chronic and acute medical testing from being reactive to proactive. Destigmatizing and demystifying testing so people are in control of their medical information, and by extension, their medical histories and futures.
The ultimate goal for Cue is to make it easy for people to know, not just guess, about their health. And with as many as six out of ten people delaying medical attention because of finances and anxiety, shifting this behavior can be lifesaving.
〇 Experience
Democratizing access to healthcare.
Cue Health is different because they make this idea a reality instead of a soundbyte. That reality starts with the experience they’ve designed for their users. Cue’s user-friendly, molecular COVID-19 test was their first major offering. The test, which was the first one to be adopted by the NBA bubble, took labs out of the equation, along with the need to hire healthcare professionals or perform additional confirmatory tests.
The success of these tests opened up Cue Health to do much more than test for COVID-19. Their app makes it easy to connect to medical professionals who can assess symptoms, offer diagnoses, discuss test results, renew prescriptions, and answer questions with secure, in-app messaging. The ultimate experience is a “single entry point for customized care” - a patient-first approach to a new way of thinking about health.
〇 Business model
Building membership to a new kind of medical community.
Membership models aren't new. But they are when it comes to at-home diagnostics. Cue Health has found a way to take that which we’ve come to expect since the inception of Amazon Prime, and make it feel fresh and important.
We know that finances are a major barrier between many people and medical care, which is why the significant savings offered by Cue+ memberships is key to making managing easy for groups including frequent travelers, families, and people who work in high-risk environments. All Cue+ members, whether Essential or Complete, get free tests, exclusive discounts, and fast and free shipping – all crucial elements for the behaviors Cue Health was designed to create. And Cue+ Complete members get even more: first access to Cue’s care offerings, including products and services across the categories of respiratory health, sexual health, cardiac and metabolic health, women’s and men’s health, and chronic disease management.
〇 Design
Designing for human health needs and solutions.
Industrial designer Scott Herbst worked with the Cue Health team to create a system that clarifies the complex science behind their technology and blends into people's lives. No confusing medical jargon, no thousand-step testing process that has you squinting at an instruction sheet while you furiously swirl around a vial. In Herbst’s own words, they created, “an intuitive, inviting, powerful deep-health diagnostic tool that is as comfortable on your kitchen counter as it is in your gym bag.”
〇 Data
Storing data securely with your safety as priority.
With the goal of making sure you have the information you need to make well-informed healthcare choices, making sure you can rely on the security of your information is key. That’s why the data collected by your device is aggregated by the Cue Health app and then cloud-stored with end-to-end encryption. Unique member IDs and scannable barcodes provide even more security, while still making it easy to keep track of the information you care about like testing history, direct messaging with healthcare providers, and even your employee contact information. The quality of the diagnostic data is paramount too, of course. And it’s another place where Cue excels: their molecular test matched central lab results with 97.8% accuracy in an independent study done by the Mayo Clinic.
〇 Technology
Using technology to put you in control of your health.
The Cue Integrated Care Platform was designed to offer clear, relevant, human-centered information that’s approachable and warm - mirroring the dynamic you might have with a trusted longtime doctor you’re meeting with in person. The process itself is also simple. Samples are collected on strips, which patients insert into the disposable, color-coded Cue Cartridge. The three-inch-cube Cue Reader runs the Cue Cartridge, and then communicates the result of the test via Bluetooth to the Cue Health App. This setup delivers an accessible user experience in any setting – one that is fully guided, simple to use, and puts the patient in control of their health data.
Michael Podell | Associate Design Director, Verbal
I’m a lover of language, with a particular interest in making words count. I love starting new books, thinking about trying new recipes, and falling deep into Wikipedia rabbit holes.
My superpower is thinking both as a writer and a reader.