The answer is to create an experience that makes it seamless for them to choose you— and stay with you. Much like any other sector, healthcare can gain a lot by really getting to know the “customer” journey. By empathizing with your patients’ experiences and optimizing your digital platforms, you set the stage for stronger relationships and greater loyalty.
Patients as Customers? Hear Us Out
The thought of viewing patients as customers might give you pause. After all, healthcare is a life-changing service, not a product. However, it’s worth noting that today’s patients are expecting a convenience factor similar to what they find in other industries. Adopting a customer-centric mindset doesn’t compromise our mission of specialized, compassionate care; it actually underscores it.
Let’s Get Mapping: A Practical Guide
To create more meaningful interactions, take a good look at your operational and marketing landscape. The goal is to make the patient experience as streamlined, human, and tailored as possible.
To get started:
- Choose a particular service you offer.
- Lay out the patient journey, from the moment they realize they need care to the time they leave a review after their appointment.
- Pinpoint the rough patches and think about smoothing them over with improved services.
Case in Point: Navigating Urgent Care
Imagine Peter, who wakes up feeling sick and knows it’s time to consult a healthcare professional. How does he go from identifying symptoms to finally receiving treatment?
In essence, his urgent care journey might look like:
- He Googles “urgent care for sore throat” and clicks on your website
- He reviews the conditions you treat
- Notices you have a location nearby that’s open now and allows online booking
- Checks that his insurance is compatible
- Consults your website for pre-visit guidelines and then heads to your clinic
- Checks in with ease and has his insurance details sorted
- Receives a diagnosis and gets a prescription
- Picks up his medication from your on-site pharmacy
- Leaves the facility with a clear understanding of his aftercare
Questions to Guide Your Mapping
When you sketch out this journey, ask yourself:
- Are there moments where patients might feel confused or stuck?
- How can you highlight what sets you apart from others?
Things to Mull Over
Once your journey map is in place, ponder on:
- Is there a way to minimize repetitive interactions a patient has during their journey?
- What support is readily available if a patient hits a snag?
- How can you use targeted content to stay top-of-mind for patients seeking healthcare?
Don’t Forget Empathy
Keep in mind that the average patient is not a healthcare expert. Our role is to guide them as clearly and compassionately as possible. So, identify those stages where they might struggle and work on delivering better online solutions.
Ready to Take the Next Step?
If you’re eager to refine your patient experience, consider reaching out to us at Geonetric. We specialize in healthcare marketing and are committed to helping you optimize the patient journey.
