3 Patient Experience Improvements Every Marketer Can Make

Marianne Aiello, for HealthLeaders Media , April 23, 2014

Marketers are also uniquely positioned to call for innovative change, since they are often on the forefront of new trends, both within the healthcare world and in the general consumer market.

Here are the top three ways marketers can use their skill sets to improve the patient experience.

Incorporating Patient Voices
A growing number of organizations are truly beginning to listen to feedback from patients and families and are incorporating what they're learning into how they approach the patient experience. It seems like a no-brainer—and is certainly something the consumer market has been doing for years—but in healthcare many organizations are just beginning to see the light.

"One promising trend in improving overall care is the growing emphasis on incorporating voices of patients, consumers, and caregivers into the design of programs and policies," Sachin H. Jain, chief medical information and innovation officer at Merck and an attending physician at the Boston VA Medical Center, recently wrote on Harvard Business Review's site. "Health care is at the beginning of a dialogue with the world on evidence, outcomes, and patient well-being that will transform care.

Of course, the difficulty lies in finding authentic patient voices that provide a learning opportunity, which is where marketing comes in.

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2 comments on "3 Patient Experience Improvements Every Marketer Can Make"

Dan Prince (4/23/2014 at 4:16 PM)
Very timely piece. Marketing Officers also have the opportunity to see, understand, and portray Patient Experience in a larger context; namely, in the context of value. "Value" in healthcare equals Outcomes + Experience divided by Cost. And "Value" is what CFOs and CEOs and CXOs (chief experience officers) are increasingly focused on.

Ellen Sonet (4/23/2014 at 3:41 PM)
Kaiser Health New ( http://goo.gl/PbIA4T) reports that the 15-minute doctor visit is straining physician-patient relationships. Marketing can support patients and provider brands by thinking of themselves as "non-clinical physician extenders", providing information and education that helps ease anxieties, facilitate conversation and secure the bond between the patient and provider




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