The patient experience - Strategies and approaches for providers to achieve and maintain a competitive advantage | Whitepaper
As health care delivery becomes more competitive, health care providers would be wise to consider shifting their focus to attracting and retaining patients. Patients have more choice of hospitals and information available to them now than ever before, and they are increasingly acting as consumers.
This makes gaining customer loyalty as important as managing quality, costs and revenues. Making a strategic choice to provide patients with the best experience is a proactive and sustainable way to create competitive advantage in this dynamic environment. While this strategic decision can positively impact the financial health of the organisation, for most of them, making this decision a reality is not without significant effort.
The model for focusing on the patient experience already exists in consumer businesses that have pursued a distinctive customer experience. Widely-known consumer-oriented organisations such as Disney, American Express, The Ritz-Carlton, Starbucks, L’Oréal and Danone focus on delivering an experience targeted at the evolving behaviours, needs and expectations of their customers.
Delivering on a ‘customer experience’ that is truly distinct from the competition can help an organisation to increase market share by providing a basis for attracting and retaining profitable customers.
We believe the patient experience can be the basis of a successful strategy for health care organisations. This strategy requires providers to reassess their organisations from the perspective of the patient. The desired patient experience should then be made operational through a deliberate plan of tactical and infrastructure changes that can help drive stakeholder value while achieving the desired patient experience.