This case focuses on a reality of the patient journey in today’s digital age. Most importantly, what the “Gang of Four” is proposing is not even as much a reaction to the immediate competition, as a reality that the patient goes online in almost three-quarter of the time to search for a new provider. Further, as noted in Chapter 4, in the discussion on “The Customer Decision Journey” the customer’s expectations of the healthcare organization are set before they are physically inside the healthcare facility. Rather, these expectations are formed based on the website and the online interactions they have with the organization. Thus, this approach being suggested by the Gang of Four should not be minimized in terms of the important issues discussed in terms of the customer journey (Chapter 4) or the patient Journey in Chapter 8.

As a result, while some in this group focus on this from a promotion perspective, the reality of this need expands beyond one element of the ‘P’ to more of an expectation consideration.

Questions: (Demarcate each issue by a separate paragraph(s) with subheadings.

1. How can the importance of the patient journey be presented to the skeptics?
2. What value beyond promotion can be conveyed?
3. Is there a role for engagement with patient?

Share on Facebook

Tweet

Follow us