Customer Experience Management (CEM) first made an appearance 13 years ago within an article published by the Harvard Business Review authored by Pine and Gilmore. That is an important topic for healthcare critically, especially in engagement activities. It is going for a consumer patient or centric viewpoint, that is all about the average person.
It’s no more about the health care enterprise at an individual medical service or entry way into the care system. Two-thirds of an individual’s connections with a healthcare provider is as a person-pre and post-treatment. Only one-third of their encounter with you is as an individual during treatment. Marketing comes with an important role and it’s just not to make things look fairly.
I know that most experience improvement attempts are clinically powered and not always holistic in character, that enhances the full total healthcare business experience. But also for the sake of the discussion, think about this for a brief instant, who or what section has more connection with the health care consumer or even the patient for the problem? Its marketing isn’t it?
Think about this statement. From the web site, call center, campaigns, social media, occasions, wellness programs, and all the other marketing channels, the marketing division is constantly touching the health care consumer and patient. And if they are establishing and properly managing the relationship, marketing should be engaged and dare I say then, leading the experience improvement process, as they should have a complete understanding of the customer’s perspective. That’s, all touch factors internally and externally that a customer touches which in turn creates the knowledge. With the powerful change in health care changing into a dynamic semi retail consumer concentrate, experience management will go hand in hand with engagement. It’s time we began to focus on the totality of the healthcare consumer experience, their needs and goals to develop profitably. Marketing needs to be engaged beyond making things look pretty.
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