Shift 1: From Tactical Fixes to an Experience Strategy

The Challenge

Despite the importance of consumer experience (CX), many healthcare organizations begin with one-off initiatives, instead of creating a cohesive journey that ladders up to a broader strategy.

When CX is approached through disjointed initiatives, it is difficult to create the best possible experience for consumers because organizations do not consider the full experience or because there is a vision without support.

The Solution

Instead of looking at each interaction individually (check-in, billing, etc.), organizations should prioritize creating a holistic experience that optimizes the consumer relationship and weave this experience into everything the organization does. Organizations should not overlook the part of the journey that occurs outside of the clinic. Most of patients’ lives, even if they are managing a chronic condition, are spent outside of direct interaction with the healthcare industry. This time also influences consumer behavior and is ripe for greater engagement.

Download the full report to see how Indiana University Health, Aetna, Amgen and more are moving towards strategic consistency.

How to make this shift

Set a vision that inspires and guides

To move beyond ad-hoc fixes, organizations need to clarify a holistic vision for the experience that will inspire the organization and better serve consumers.

Build CX capabilities

To elevate the consumer experience, there are two important components to consider: Who is leading consumer-centricity efforts? And how can the team be structured to best support these efforts?

Build internal momentum

Once the strategy and team has been put in place, organizations must find ways to engage and inspire their teams to get behind and support the consumer-centric mindset.

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