It didn’t happen overnight
In March of 2017, the “Patient Experience Manager” search phrase went up +400% on Google.
This is not an accident, or merely a seasonal trend. This perfect storm has been gathering for a while. The transition from volume to value in healthcare, the rise in consumerism, and the continued focus on human-centered design not only impart on healthcare organizations the need to reduce treatment costs and provide better clinical outcomes, but require a firm foundation in consumer satisfaction and engagement.
Regardless of how you define Patient Experience in your organization, whether it’s through the lens of customer experience (CX), patient engagement, or user experience (UX), you’ll quickly learn that the Experience is a function of perception and interaction.
And while you cannot control how humans perceive your brand or your care services, you can influence the interactions they have with your health system through various touchpoints. Whether a consumer is interacting with your website, visiting an ambulatory center, reviewing their online medical records, or having a virtual follow-up visit with their doctor, those interactions can be designed, and should consistently represent the intended interaction with your health system.
Designed interactions are the product of intentional experience management. A mature experience program requires a mastering of 6 disciplines: strategy, consumer and patient understanding, design, measurement, governance, and culture.
We believe consumer and patient understanding are the most important disciplines, and the keys to a healthy strategy and culture.
Focusing on the consumer allows organizations to develop an informed design program through which organizations can improve care and measure the data that matters, leading to an environment of continuous learning and evolution.
To understand patients and their loved ones, in the clinical and non-clinical environments, we organize our work in four areas:
Observing the patients directly, to discover our future focus areas, by conducting ethnographic research, interviews, surveys, cognitive walkthroughs, and contextual inquiries.
Capture their stories to highlight pain points, but also to explore unmet or unexpressed needs, on empathy maps, affinity diagrams, personas, and journey maps.
Work toward a shared understanding of what can be designed to remove the pain points, and/or meet their needs, by creating scenarios, current and future flows, wireframes, blueprints, and prototypes.
Measure to validate our solutions through net promoter scores, satisfaction surveys, effort scores, and HCAHPS.