In today’s fast-paced world, where technology continues to evolve at an unprecedented pace, customer experience stands at the forefront of business success. This holds particularly true for the healthcare industry, which, after the disruptive impact of the COVID-19 pandemic, has recognised the pivotal role of patient experience in shaping its future. Healthcare providers, once focused primarily on health outcomes and operational efficiency, have undergone a transformative shift towards delivering superior patient care experiences. This paradigmatic change revolves around addressing patients’ concerns, expectations, perceptions, and safety in a comprehensive manner.

The digital era has altered how patients perceive healthcare providers and the diagnostics they provide. The notable shift in patient behaviour can be ascertained from the fact that in an Accenture survey of 2,700 patients, a staggering 65 per cent of individuals equated their online experiences, including appointment scheduling and information retrieval, with the actual treatment process. This trend is so potent that around 50 per cent of patients expressed willingness to switch insurance providers to access healthcare with better reviews.

Furthermore, the convergence of social media and online reviews has reshaped the patient experience and revolutionised the way healthcare services are delivered. Patient expectations have evolved into convenience, accountability, and a closed-loop, real-time approach. They seek rapid service and anticipate the integration of patient engagement technologies to facilitate transformative experiences as well. With a staggering 60 per cent expressing their intent to opt for remote treatments, the survey also underscores the growing preference for virtual care. In this digital era, as more and more patients expect tailored responses and demand faster service, personalisation, and speed have become immensely important. The pandemic’s influence on various services has made people gravitate towards solutions that offer convenience from the comfort of their homes which makes adopting a balanced digital approach a must for healthcare companies.

When doctors and healthcare providers use digital technology in a careful and balanced way to involve patients and their families in treatment, it makes things work better, finds diseases early, and makes outcomes forthcoming. Using technology in a balanced manner also makes people feel more confident, helps them talk with the doctors, and makes them less confused and worried. Outcome optimisation is one of the benefits of adopting a balanced digital approach with the objective of enhancing the patient experience. When things are done on time, people don’t have to wait as long, and smart computer tools are used for more precision, further showing that healthcare providers care. This makes people think better of the healthcare providers and trust them more. Sustaining loyalty demands consistent delivery of exceptional care experiences, requiring more than just marketing efforts. Cultivating loyalty extends beyond exceptional services to encompass affable, knowledgeable caregivers who prioritise medical literacy and cater to individual patient preferences.

Achieving a balanced patient satisfaction approach requires a delicate equilibrium between meeting patient preferences for digital solutions and maintaining clinical outcomes. The ability to tailor services to individual needs while also upholding quality standards is a tightrope healthcare providers must be willing to walk. Moreover, accurate healthcare analytics relies on data-driven patient engagement solutions that amalgamate patient feedback and diverse data sources. The digital approach can provide valuable insights on not just the clinical outcomes but also regarding patient experience, relationships, and employee contentment. This holistic approach allows healthcare providers to address both clinical and patient experience aspects for a more seamless and effective healthcare system.

Views expressed by Dr Preeti Goyal, Vice President, Medical Services, MediBuddy vHealth

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