Stephanie Canavan, Director of Data, Digital and Technology at MSI Reproductive Choices UK, discusses how 3D imaging, and more broadly image and video content, is a sector-leading approach, as well as providing recommendations for setting client expectations in reproductive healthcare.
“Digital tools are reshaping healthcare and its delivery. Reproductive healthcare should not be left behind. Integration of visual technologies, like 3D imaging, is a crucial step towards transparency, access, and empowering client choice.
Misconceptions: what an abortion clinic looks like
“I didn’t know what to expect.”
“I don’t know what an abortion clinic looks like.”
“I wasn’t expecting the clinic to look so new or modern.”
These are just some of the reactions often heard from clients during their treatment journeys for reproductive healthcare – and they’re not alone.
Once clients have made an appointment, there are still some misconceptions on what an abortion clinic looks like. It is likely they have never seen the inside of an abortion clinic. People often imagine these spaces as dark or hidden – largely driven by pervasive and inaccurate anti-choice (anti-abortion) portrayals.
This couldn’t be further from the truth. Our centres are bright, welcoming, and safe spaces designed to support clients with respectful and compassionate care.
We also recognise that accessing reproductive healthcare, including abortion, can be daunting, and cause anxiety or stress for some people. For this reason, we are committed to doing everything we can to make the experience as reassuring and transparent as possible.
The reproductive healthcare services that MSI UK provides
At MSI UK, we provide both medical and surgical abortion care, including at-home abortion pill services. For clients visiting one of our 60+ clinics across England, it’s essential that they feel informed and confident about what to expect before they walk through the door.
Enhancing the client experience and setting expectations using 3D imaging
3D imaging allows clients to virtually explore our clinics before they arrive, helping to demystify the treatment environment, tackle any misconceptions, and reduce anxiety.
As a digitally-led, innovative organisation, we’re learning to prioritise emerging technologies, and lean on these where they can enhance client experience. In line with the current NHS Digital Strategy, we aim to ‘use digital technology to reimagine rather than simply enhance services’. This project also speaks to broader WHO priorities around digital innovation in health systems. It forms a core part of reimagining how clients interact with and prepare for their access to our range of services.
The virtual tours we have developed are a significant step towards improving access and transparency in abortion care and are the first of their kind in the sector. Tools like this have previously predominately been used in hospitality, travel and real estate – but we believe there’s a real need for technology like this in healthcare, and more specifically reproductive healthcare.
Our Digital team has already visited clinics across England – including South Yorkshire, Leeds, Manchester and Brighton – to capture high-quality imaging. This is just the start – we will be aiming to roll this out across all our sites, to showcase our national clinic network.
We’re proud to say this project maps out the full client journey. The 3D tours include every key area: the waiting room, consultation spaces, procedure rooms, recovery areas – even vasectomy treatment rooms. Clients will now be able to see exactly what to expect, room by room. They’ll know what the room looks like where the nurse or midwife explains to them how to take abortion pills. They’ll know what the blue medical bed looks like if they need a scan to check their gestation (how many weeks pregnant they are). They’ll know where they’ll be sitting whilst they wait for their appointment.
Transparency in reproductive healthcare is important
We are acutely aware of unrelenting attempts made by anti-choice organisations to spread misinformation about abortion care. Increasingly, these attacks are moving to the digital sphere. Despite 90% of the UK being pro-choice, anti-choice groups maintain a loud presence online and on social media.
It is important that we counter myths and stereotypes put forward by these groups about reproductive healthcare. These myths and stereotypes fuel stigma, and in extreme cases may stop people accessing the services they need. Put simply; we are immensely proud of the quality, safe and accessible care that we offer, to all those who need it.
We hope this approach becomes a model for other providers, especially within underrepresented, stigmatised, or misunderstood areas of healthcare.
What else can we, and other reproductive healthcare and abortion care providers, do to help demystify abortion care?
- Invite people in – For far too long, reproductive healthcare spaces have been obscured due to stigma. Quality visual content of these oft-hidden places invites people to see for themselves non-stereotyped version of reproductive healthcare. It also helps to manage client expectations and ease anxiety.
- Know the difference between privacy and secrecy – We’re absolutely committed to client privacy, but this does not mean that reproductive healthcare services need to be a secret. ‘Hiding’ reproductive healthcare services only perpetuates outdated stigma that suggests there is something ‘shameful’ to be hidden. Our healthcare choices should be clear, easily accessible, and devoid of stigma.
Personally, I find this project most valuable for the way it empowers our clients on their journey to accessing reproductive healthcare with digital tools. I’m incredibly proud of our continued focus on leveraging technology to make access to essential healthcare as seamless as possible.”
