This excellent article in Forbes talks about how the emphasis on great Customer Experience in Retail and Hospitality industries has changed consumer expectations in Healthcare. This trend is driving many healthcare networks to put a big focus on Patient Experience - as evidenced most prominently in the new position of Chief Patient Experience Officer at so many organizations.
PX is also important because people’s expectations have been raised in other areas of their lives such as retail and hospitality. I wrote about this last year, saying that most healthcare organizations continue to operate with a provider- and payer-driven approach, when they should be modeling PX after customer experiences in other sectors. Even though people don’t see themselves as customers in a healthcare setting, The Beryl Institute found that patients have come to expect “an experience that treats them in certain ways and acknowledges who they are as people in the process.” The Beryl Institute concludes, “Leading healthcare would be naïve to think they are not being compared to those other experiences people are having.”
This section is fascinating - and points to just how impact Patient Experience - either positive or negative - can be (emphasis is mine).
The Beryl Institute asked people what they or someone they knew did as a result of having both positive and negative heathcare experiences. For positive experiences, 73% -- the highest percentage -- responded that they would “continue to use the same doctor or organization.” This suggests that PX has the potential to increase loyalty and influence patient choice.
The top reported action following a negative experience (76%) was that people said they would tell others – this far outweighed any other response to a negative experience and is similar to the percent of people who say they would share with others about a positive experience (70%). Together these findings indicate that that people are telling the stories about their experience, good or bad, in at least 7 of every 10 healthcare encounters.
With that kind of impact, it is not hard to understand why this study by Accenture last year:
concluded that ”hospitals that offer a superior patient experience can expect to achieve 50% higher margins - better than they can achieve by cost cutting alone.”
At Connexient, we have certainly always found the primary driver of the demand for MediNav to be the clear understanding of the negative impact of wayfinding challenges on Patient Experience, and the desire of our Patient-centric, innovation-minded clients to change that. Many of our clients are now moving with us to connect the dots of Digital Wayfinding into their Enterprise applications and overall strategies for deliver outstanding Patient Experience.
The Beryl Institute concludes:
“This is perhaps one of the most significant brand opportunities for healthcare organizations today…Healthcare organizations should be asking themselves, ‘What is the story we look to create in the experience we provide and what we want others to tell about us?’.”
Connexient works hand-in-hand with our clients to make that a story worth remembering - and telling others about!
Want to learn more about how Connexient can help your healthcare network deliver outstanding Patient Experience?