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3 Patient Experience Improvements Every Marketer Can Make

Marianne Aiello, for HealthLeaders Media, April 23, 2014

"[Marketers should] use their skills to study the patient experience and then paint a picture of the current reality—beyond survey data," Baird says.

She suggests marketers organize fact-finding indicatives such as focus groups, patient interviews, and mystery shopping. Once those are underway, marketers should conduct a culture assessment and gap analysis to identify key opportunities, and then craft a strategic communications plan that bridges the patient experience to the organization's mission, vision, and values.

Marketers are particularly adept at finding and communicating links between the patient experience and other key goals and efforts including quality and safety, Baird says.

Helping Staff Walk in Patients' Shoes
A growing number of US medical schools are incorporating the patient experience into their curriculum, which previously only had room for courses on clinical care.

The University of Pennsylvania's School of Medicine runs a program called Longitudinal Experience to Appreciate Patient Perspectives (LEAPP) that pairs med students with chronically ill patients to help them see medical treatment from the patient's perspective.

The goal of the program is to make sure each student understand that every patient who walks into an exam room comes with their own unique story and experience, Horace DeLisser, MD, a critical care specialist and associate dean for diversity and inclusion at Penn's Perelman School of Medicine, told a Philadelphia news site.

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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