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3 Patient Experience Improvements Every Marketer Can Make

Marianne Aiello, for HealthLeaders Media, April 23, 2014

Last summer the Disney parks introduced MagicBands, colorful plastic wristbands that allow guests use them as fast passes and room keys, and also store information such as preferences and personal data.

It's not hard to think about how this technology could be used in healthcare, perhaps replacing the traditional hospital wristband altogether. With this sort of wristband or other similar piece of mobile technology, patients' information and preferences will follow them through the hospital and even beyond as they go for tests or procedures, rather than stay on the whiteboard as is often done now.

Marketers can position themselves as thought leaders by keeping tabs on this sort of consumer technology and suggesting ways it can be incorporated into their organization. While it may not be in a hospital's budget to change out all ID bracelets for Disney's high-tech versions, there are still lessons to be learned and takeaways that can improve the patient experience now.

A HealthLeaders Media webcast, Patient Experience & HCAHPS: Lessons from Community Health Systems and Baird Group, will be broadcast on Thursday, April 24, 2014, from 1:00 to 2:30 p.m. ET. Speakers are Debra S. Landers, vice president and chief marketing officer for Community Health Systems, and Kristin Baird, RN, BSN, MHA, president and CEO of Baird Group.

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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