Three Ideas to Re-Humanize Patient Experience
April 25, 2016 8 Comments
First of all, I hope that Stossel’s treatment is successful. And although I don’t fully agree with his analysis of the industry, I do agree with his observation “…I have to say, the hospital’s customer service stinks.” Yes, there is a problem with patient experience.
I’m reminded of this picture from a post that I wrote in 2009, which comes from Cleveland Clinic’s 2008 Annual Report.
With all of the focus on costs and liabilities, the medical system has forgotten about the soul of the patient. It’s become dehumanized.
The wellbeing of a patient often takes a back seat to rigid processes and procedures, and there’s little understanding of how to help patients make increasingly important financial/medical trade-offs. It’s not that doctors, nurses, and hospital staffs don’t care. It’s just that the entire system has conspired to de-emphasize humanity.
This problem is not unique to healthcare. In research that we did in 2013, we found that only 30% of employees have what Aristotle called “practical wisdom,” the combination of moral will and moral skill. This is the capability that Barry Schwartz explains is critical for infusing humanity within organizations.
While there are many structural issues in U.S. healthcare (which I won’t go into here), there are still many things that can be done to re-humanize the patient experience. Here are some ideas:
- Apply better experience design. Health care leaders should learn and apply the the principles of People-Centric Experience Design: align with purpose, guide with empathy, and design for memories.
- Develop a value mindset. As patients take on more of the direct financial burden for healthcare, doctors must do more than recommend treatments and procedures. They must help patients understand the value of those activities, so that they can make smart financial/medical trade-offs.
- Build decision-support technology. Patients should be able to understand the efficacy and full costs of the treatments and procedures that they are being asked to “purchase.” Health plans need to take the lead in providing tools for making this information transparent, and empowering patients to make better decisions.
The bottom line: It’s time to re-humanize healthcare