Providers are struggling to deliver the growing level of healthcare customer experience patients expect. A recent Harris Poll survey revealed that 62% of customers feel that healthcare services are confusing, and 66% don’t appreciate that they have to manage many healthcare needs themselves.
The importance of customer experience can’t be stressed enough. According to McKinsey, consumers demand more transparent, predictable, and mobile-friendly patient experiences—and most healthcare organizations have failed to provide them.
Gradually, both healthcare institutions and entities in the healthcare customer experience space are recognizing the importance of patient experience. A recent 2022 Harvard study found that around 57% of providers are proactively strengthening their customer experience (CX), prioritizing it over cost reduction and revenue-increasing initiatives. More convincingly, a Deloitte-Scottsdale Institute survey showed that 92% of health systems have put engagement and consumer satisfaction as a top goal.
Thus, improving patient experience will be a crucial differentiator in this post-pandemic business landscape. After experiencing COVID-19, patients have been accustomed to the non-negotiable conveniences that enable virtual checkups, on-demand medicine delivery, and AI in healthcare. Thus, the big question for players in the sector will be: Who will deliver better, exceptional healthcare customer experience?
Before diving in, let’s define the concept of customer experience in healthcare. Healthcare customer experience comprises all the interactions between the patient and the healthcare provider—from the patient’s initial contact with the health institution to aftercare and follow-up.
Patient experience is synonymous with patient-centered care, which The Institute of Medicine defines as:
“Providing care that is respectful of, and responsive to, individual patient preferences, needs and values, and ensuring that patient values guide all clinical decisions.”
In this case, the patient must always be put first. To be more specific, when assessing healthcare customer experience, providers will be taking a look at factors such as:
At the end of the day, health institutions must be able to provide a holistic, agile, and patient-centered healthcare experience. This entails not just meeting their needs but also adapting to their changing preferences and demands.
While medical advancements such as healthtech solutions provide convenience, care providers should build trust and loyalty with patients, an important aspect of people’s decision-making process today.
Improving healthcare experience has many industry-defining benefits:
Research from Deloitte indicates that good patient experience positively correlates with higher hospital profitability. The message is clear—creating a better healthcare experience for all results in repeat customers and a better bottom line.
Improving patient experience entails implementing patient-centered initiatives that go beyond the facility. Here are some ways a healthcare organization can provide better experiences for their patients:
In conclusion, healthcare providers must invest and improve their patient experience. Curing illnesses and providing proper treatment aren’t enough in a high-demand consumer market. Having the best medical professionals and delivering top-notch service doesn’t equate to meeting customer expectations. Institutions must put the patient first, focusing on providing patient-centered initiatives and experiences.