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Leveraging the Consumer Experience

Leveraging the Consumer Experience In the era of consumer choice and health care competition, organizations are looking for ways to create something that their neighboring organizations do not have. Interestingly, these experiential highlights are not always directly related to the service itself. One organization with large parking lots that requires patients to walk far distances may implement a valet parking service for patients and families. Another organization that cares for children may create spaces in each room where family can comfortably sit and sleep. A newborn intensive care unit may implement cameras where parents and other family members can check in on their new addition when not able to physically be in the room. When parents are expecting a new child, some organizations may offer them a candlelight dinner and new baby gift basket when they come in for the baby to be born. As you can see, all of these are examples of how hospitals are targeting the experience and not necessarily the individual medical service. The success of these programs relies heavily on marketing campaigns. Another type of consumer experience is around services that greatly impact the consumer for some length of time. Nurse coordinators are a great example of this. For consumers receiving life interrupting services such as heart surgery, joint replacement, or even adding a new baby, knowing that someone will support them and follow up after they are discharged can be very important. When hospitals have staff that will make regular calls or be available for questions in real time, marketing leaders can highlight this to consumers as something that makes them unique. The same type of role is important to patients with new diagnoses that are learning to manage such as diabetes, congestive heart failure, or cancer.

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