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We uncover the needs patients don’t put into words.
The name fler expresses the fusion of feeling and refinement. We’re not just a Customer Experience agency, but a partner that helps you create moments patients remember - and tell others about.
I’m Diana Frîncu, the mind and heart behind Fler.
I’ve always been fascinated by how complex people are, and driven by the wish to understand them deeply. My passion for psychology led me to a career devoted to understanding human emotions and behaviour.
I studied psychology and integrative psychotherapy, and I have over 12 years of professional experience: in HR and People Development at multinational companies, then in User Experience and Customer Experience. In 2020 I graduated from The CX Academy in Ireland and founded Fler. I haven’t stopped learning since, because people, technology and patients’ expectations keep changing - and a good experience is designed around what patients live today, not what we knew yesterday.
My psychotherapy training taught me to look beneath the surface - exactly what makes the difference in a clinic, where patients often arrive with fear, with questions they don’t ask, and with an important decision to make.
To make people feel valued and important, whoever they are and wherever they are.
Diana FrîncuFounder of FlerWe listen more than we talk.
Interviews, observation, empathy maps, patient types - tools from psychology and service design, used to answer one question: what is the patient actually experiencing? On that answer we build the architecture of the experience: the key moments, the standards and each team member’s role.
“There are three reactions to an experience: yes, no and WOW. We always aim for WOW.”
- adapted from Milton Glaser
We believe exceptional experiences start from a deep understanding of people. We explore patients’ emotions and thoughts to uncover their real needs, then turn them into solutions. We don’t stop at meeting their needs - we want to exceed their expectations, so patients become advocates for your clinic.
What guides everything we do
Patient-centred
Every decision and solution we develop is designed around the real needs of your patients.
Collaboration
We work alongside your team, step by step. The best standards are the ones built together with the people who will apply them.
Integrity
We’re partners, not suppliers. We take ownership of results and tell you the truth - including about the numbers that don’t look good.
Continuous improvement
We measure, learn and adjust. We won’t settle for anything less than excellence.
Innovation
We use new tools and methods - from service design to qualitative research - to bring real value to your clinic.
Who we work with
Our specialism is private medical clinics of any speciality - dentistry, medicine, rehabilitation, aesthetics. We work in Iași, Bucharest, Cluj-Napoca, Brașov and Timișoara - or anywhere else in Romania or Europe, in your clinic or online.
Case studyThey’ve worked with
Start with a 45-minute conversation.
No pitch and no standard deck. You tell us what your patients experience today, and we tell you honestly where we see the biggest opportunities - and whether Fler is the right fit.
