At a recent conference about patient engagement, I found myself reflecting on the large share of voice that patients with severe, chronic and/or comorbid conditions receive and the very small share of voice attributed to the other 90% who seek only episodic care.
I empathize with those who suffer from chronic conditions and wholeheartedly support ways to make their healthcare experience the best it can be, but I think we can also do better for the majority by treating healthcare like other consumer experiences.
A physician from the Cleveland Clinic recently remarked that, “When I hear the word consumer, I bristle a tiny bit. Patients in my hospital don’t want my service. They don’t want to be there.”
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She meant, of course, that they were forced to seek treatment as opposed to opting for it. And I agree with her point.
But the fact is that most of the people seeking health care haven’t landed in the neurology department of the local hospital, not to mention the Cleveland Clinic, and don’t need that type of highly specialized treatment.
So let’s talk about everybody else: Those of us bringing down the national average of four health visits each year (cdc.gov 2010). Many people can easily interchange the words need and want when it comes to much of their healthcare. Try it.
I want to have LASIK surgery.
I want to see the dermatologist to clear up a bothersome skin condition.
I want to get a flu shot.
I want my antidepressant dosage adjusted as I navigate this tough spot.
I want a chiropractic adjustment to curb my back pain.
I want to get rid of those unsightly, uncomfortable varicose veins.
I want my knee replaced so I can run with less pain.
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Satisfying any of these health needs or wants, if effective, would undoubtedly enhance the quality of life of the patient. But are they necessary? Maybe. Are there other options? Maybe. Do patients have the ability to shop around to find the best possible price and physician at the facility that serves them best? Yes.
Today it may seem like a stretch to think of these and similar healthcare decisions as consumer choices like any other hiring decision – especially if you look at healthcare from a physician’s point of view. But as healthcare coverage changes in America, as patients become more responsible for paying out of pocket upfront, you can bet they’ll be looking at the decisions through a consumer lens.
It’s time for all of us to change our thinking.
Consumers need to think about what matters most to them so they can effectively value a provider or treatment when they embark on their next hiring decision. A convenient appointment time and waiting room with amenities may be valuable to one, while another places greater value on the volume of procedures the HCP performs each week and yet another values physician bedside manner and staff responsiveness most. With greater visibility into patient experience before one hires a provider, consumers can determine just what service they’re willing to pay for and how much.
Caregivers need to be open to and encourage patient feedback. Many physicians don’t like to think of new patient acquisition as a “hiring experience.” But that’s exactly what it is. Consumers are paying for a service — a very personal, very important service. Providers should provide great customer service, great clinical quality and visibility about price every step of the way.
