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.