Delivering the Patient Experience - a more holistic approach to patient care.

By implementing a patient-centered culture you will place the patient at the heart of everything.  Improving the patient experience should not be seen as an initiative but rather as something that becomes intrinsic to the health care organization and woven deep within the fabric. It is not only about providing excellent clinical care but also sharing interpersonal communication that emphasizes engaging care and empathy.

 It is not a destiny but a journey of continuous improvement-—when staying the course, the rewards are many.

The understanding of patient experience is known from the larger discipline of Customer Experience. 

The Customer Experience is the customers’ overall perception of your organization, subsequent to every moment of contact throughout the duration of the relationship. It is a synthesis of an organization’s physical products, services and culture resulting in senses stimulated and emotions evoked.

Many customer-centric companies such as Disney, American Express, Ritz-Carlton, Amazon, Zappos, Starbucks, Southwest Airlines and FedEx, to name a few, are delivering customer experiences targeted at the evolving behaviours and expectations of their customers.  Delivering customer experiences that are unique from the competition help companies increase market share, by attracting and retaining profitable customers that are loyal and advocates for the organization.  Similarly, health care providers need a similar model that focuses on the patient experience.

The patient however interprets their experiences at different stages than that of a customer.  We have to consider the patient’s state of mind versus a consumer state of mind.  When relating to a patient we have to take into account their anxiety levels, different levels of acuity of illness, culture, background, personal values and the fact that many times you’re not just dealing with the patient but their family as well.  These values differ greatly from that of a typical consumer experience every day.  When focusing on the patient experience, you must focus on the subtle emotional differences, opposed to only being task focused.

From the eyes of the patient, there is far more to their experience than just great outcomes.  It is broader than just the clinical aspects of the physical care.  It encompasses all interactions or touch points which we refer to as the Patient Experience Cycle.  Their experience begins when they call to make their appointment, to their arrival with trepidations, to multiple touch points where a caregiver engages them, until the time they are discharged.   These non-clinical touch points can far outnumber clinical ones.  These are generally the first and last impression the patient will have of your brand.  It is important to note that patients are often more vulnerable while receiving health care services and therefore each interaction with the caregiver takes on added significance.

Health care professionals therefore need to reassess their organization from the perspective of the patient.  Caregivers need to realize that every touch point is an opportunity for them to deliver unique empathic benefits to the patient.  They have the power to make or break the patient’s day and overall experience while creating a platform for differentiation and competitive advantage.