2.Start with first point of contact
Naturally, aligning the brand promise with its experience is a daunting task. A good way to start is to focus on the patient's first physical point of contact with your organization. The patient's perception of your parking lot, lobby, and front-line desk staff make a lasting impression on their overall experience. This is why many organizations choose to employ valets and greeters; to construct warm, spacious entryways; and to extensively train staff in customer service.
"Marketers should consider all of the variables that will impact the patients' and their families' or visitors' impression of the building and the people inside," Shari Short, research director and strategist for Aloysius Butler & Clark, told HMA. "For example, if the parking lot feels unsafe or if the elevators are broken or too slow, consumers note these factors as part of their experience."
Once the patient enters the treatment phase of their visit, clinical care takes precedence. But there is always room to craft a positive patient experience.