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“Patient Experience” is Marketing’s Responsibilty

Posted May 10 2012 8:12am
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Posted by: on May 10, 2012 |

Some emerging reimbursement models are tied to “patient experience” and “would recommend” scores in CMMS data. Your patient experience numbers will not improve simply because everyone tries harder. There must be specific methodologies that get executed.

Marketing Communications, in many organizations, is the place those programs get initiated and administered. Why should marketing departments take the initiative on patient experience? Because patient experience is about communicating and living a brand promise. In just about every kind of business the customer experience is the responsibility of the marketing department through communicating and executing the brand promise.

Hospitals are not the only ones trying to improve the stats on “customer experience.” Lots of industries have found a direct link between profitability and customer experience. Successful companies find they need ideas bigger and better than what they generate internally.

Here is an article from the New York Times about how the Disney Institute helps companies, including hospitals, create innovative customer experiences. So does Ritz-Carlton, and of course, Studer training can change a hospital.

The point is this: for a marketing department to remain relevant to a healthcare organization, they must contribute to financial sustainability. Here is another way that you can do that.

What are you doing to improve the patient experience at your hospital or practice? And are your efforts increasing patient volume? Would love to hear your thoughts.

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