Introduction to Patient Experience: New publication from Healthy Culture Action Tank

Introduction to Patient Experience: New publication from Healthy Culture Action Tank

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Patient Experience is a discipline that should be integrated in any company’s market development plans as a continuous operation rather than one time act. As the environment changes and the offer evolves so do customers’ wants and needs.

Leading health organisations (WHO) and think tanks (OECD) agree that raising the effectiveness of preventive activities is crucial to regain control over skyrocketing costs of health care and worsening state of health of our ageing societies. Functionalities are no longer the unique selling point of health care providers. Instead modern health service design need to focus on building unique patient experiences.

We need to admit that right now preventive medicine is stuck in a vicious circle: low investment doesn’t encourage development of preventive offer. It’s much more profitable to be in the treatment business. And as a consequence there’s little budget left for prevention. Plus no patient is eager to implement preventive activities as long as they can avoid it.

Meanwhile chronic diseases in European Union have already become an epidemy:

– more than forty per cent of the population above the age of 15 has a chronic disease;

– over 86 % of deaths in EU are caused by chronic diseases (Chronic Disease Alliance);

– current cost of treating noncommunicable diseases consumes 70 – 80 % of health budget and it’s only rising with the aging population;

– current investment in prevention is up to3 % of health budget.

The pressure to stop this self-imposed epidemics of noncommunicable diseases will be only growing with each year and the market leaders of tomorrow will be those that find a way to implement prevention effectively. To do that they will need to engineer long-term shifts in patients’ behaviours. As tough as it sounds, it’s really about crafting message around the choice we want them to make and focusing on creating long-term partnerships with patients.

Introduction to Patient Experience is focused on teaching health care industry to understand how the culture of health is created – from observing market leaders and influencers to understanding the trendsetters in a target group. It also shows how the patient experience in prevention can be built according to the best practices of lifestyle product launches.

Patient Experience is a discipline that should be integrated in any company’s market development plans as a continuous operation rather than one time act. As the environment changes and the offer evolves so do customers’ wants and needs.

To learn more about Patient Experience visit Healthy Culture Action Tank’s website or download Introduction to Patient Experience directly. You can also find it in Apple’s iBooks, Barnes&Noble, Kobo, Scribd and other major ebook retailers.

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