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3 Patient Experience Improvements Every Marketer Can Make

Marianne Aiello, for HealthLeaders Media, April 23, 2014

"And if I can understand that, that enables me to do a better job for a patient, provide care that's meaningful on their terms," he said. "If you get in that habit of trying to understand a patient's story, what's going through their experience, that helps inform and guide how to engage the patient."

While programs like LEAPP are helping the next generation of physicians gain a better understanding of the patient experience, hospitals and health systems can set up similar programs to educate their current staff.

Patient stories that give an insight into their experience at your organization can be shared internally in a number of ways, in meetings, via email, or on video hosted on the intranet. If marketers can take a patient story and create content that succeeds in a provider or staff member stepping into the patient's shoes for a moment, that can affect how they approach the patient experience.

Learning from Consumer Technology
Disney has long been a benchmark for companies and organizations in every field when it comes to providing a positive consumer experience. The company recently added a new technological feature that may be adaptable to hospitals.

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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