91探花

In the healthcare sector, the ultimate objective is to deliver positive patient outcomes through effective treatment. Traditionally, hospitals and clinics have focused on mapping the patient journey from initial contact through to post-treatment follow-up. While this approach offers valuable insights, it often falls short by failing to acknowledge that patient experience does not exist in isolation.

Patient experience encompasses every interaction with a healthcare organisation across physical, digital, and emotional touchpoints. How patients perceive and engage with their care can significantly influence their outcomes. To truly understand and optimise patient experience, healthcare organisations must consider three critical factors.

Don’t overlook the role of clinicians

Tracking patient journeys can highlight systemic issues such as long waiting times, communication gaps, or insufficient follow-up. However, these insights often overlook the complex interplay between patients and other key stakeholders, particularly clinicians. The role of clinicians is paramount; their ability to engage meaningfully with patients is crucial to the delivery of high-quality care. If a clinician is stressed, overworked, or lacks sufficient information about a patient's condition, symptoms, values, and beliefs, their ability to connect with the patient is compromised. This erosion of trust can hinder communication and diminish care quality. It's vital to map not just the patient's journey, but also the clinician's experience—from how they access and process patient information, to key clinical touchpoints like consultations and treatment decisions. Factors such as time constraints, administrative burdens, and technology limitations must be considered as they significantly impact the clinician-patient interaction and, ultimately, patient outcomes. The connection between data, technology and, most importantly, clinicians is vital for patient experience. Empowering clinicians with the right digital tools will break boundaries, address fatigue, reduce clinical variation and manage patients as they transition in care. 

The integration between the physical and digital journey of care

Digital platforms have become indispensable in healthcare, enabling everything from Electronic Health Records (EHRs) to telemedicine and patient portals. These tools allow healthcare professionals to share information efficiently, make informed decisions, and improve overall care delivery. However, while digital advancements offer many benefits, the physical aspects of patient care remain irreplaceable, particularly for older adults or those less comfortable with technology. The shift towards digital-first solutions can create challenges, especially in terms of inclusivity.

Striking the right balance between digital and physical care is essential to ensure a positive, inclusive patient experience. This might involve offering patients the choice between telehealth appointments and in-person visits or providing personalised support to help them navigate online patient portals in a non-judgmental environment. The goal is to create a seamless experience that meets the diverse needs of all patients, regardless of their comfort with digital tools.

This seamless integration between the physical and digital journey of care starts with the ‘digital front door’ using technology to improve patients’ experiences at every touchpoint in their journey, from finding a GP to booking an appointment to obtaining any needed follow-up care.

Prioritising empathetic human interaction

Empathy is the cornerstone of patient-centred care. Healthcare providers must prioritise empathetic communication to ensure that patients feel heard, understood, and respected. This means actively listening to patient concerns and explaining medical information in a way that is both clear and accessible. Empathy builds trust and strengthens the patient-provider relationship, which is crucial for better adherence to treatment and improved outcomes. Healthcare organisations should identify key moments in the patient journey where emotions are particularly heightened—such as during diagnosis, treatment decisions, or post-operative care—and map these emotional highs and lows. Understanding where patients feel most vulnerable allows providers to offer the appropriate level of support, making the care experience not only more effective but also more humane.

Services designed without the input of people and communities and delivered with limited focus on people’s experiences are and are more likely to waste stretched resources.

How we can help create a seamless healthcare experience

We take a strategic approach to designing a comprehensive, patient-centred journey.

• We begin by establishing relevant design principles that define the purpose of healthcare services, focusing on speed, quality and other essential features that cater to patient needs.
• Next, we identify patient personas based on age, demographics, health conditions and more, ensuring that the care provided is tailored to the unique needs of specific patient groups.
• We then map out the patient journey and interactions, emphasising the seamless integration of physical and digital touchpoints, such as consultations, data sharing, and service integration, all while ensuring that clinicians play a central role in guiding patients through these stages. Key moments in the journey—like diagnosis, treatment choices, and follow-up care—are identified, with a particular focus on where empathetic human interaction is most crucial.
• Finally, we stress the importance of a cohesive and consistent healthcare experience across all touchpoints, aligning the entire organisation—from branding to clinical practice—to ensure that patients feel supported and understood throughout their care journey.

Achieving a seamless patient experience requires collaboration across the entire healthcare team. This means creating environments where clinicians can thrive, encouraging open communication between patients and providers, and fostering a culture of empathy and engagement throughout the organisation. Healthcare leaders must recognise that improving patient outcomes is not just about addressing patient complaints or streamlining processes; it’s about understanding the full context in which care is delivered, including the challenges and needs of those providing the care.

Conclusion

At RSM, we understand the complexities of patient experience design and the need for a holistic, empathetic approach. By focusing on the interplay between clinicians, digital and physical care, and empathetic interactions, we help healthcare organisations create patient journeys that lead to better outcomes and more satisfied patients. We invite healthcare leaders to partner with us in shaping the future of patient experience, ensuring that every patient feels valued and every outcome is optimised.

To discuss the impact for your healthcare or life sciences business, please contact Mohi Khan or Michelle Bee.