What are the Next Steps for Healthcare CX?
In 2013, the Centers for Medicare & Medicaid Services (CMS) introduced the Hospital Value-Based Purchasing Program to reward — or penalize — hospitals based on several performance criteria.
Along with core measures for things like timeliness and hospital-acquired conditions, CMS uses the hospital’s score on the Hospital Consumer Assessment of Healthcare Providers and Systems (HCAHPS) survey to determine Medicare pay rate for inpatient care.
In making this change, CMS single-handedly moved healthcare facilities along the road of being held to the same standards as the hospitality industry — where the customer experience is key. This move in that direction — toward a hospitality focus — was itself hastened by the fact that healthcare has been becoming increasingly consumer centric, with more and more of the healthcare dollar coming directly out of the pockets of consumers, who, as they do with entertainment, want the best possible experience for the money spent.
Naturally, healthcare leaders quickly understood that they needed to respond to this new demand, as suddenly the hospital’s financial performance depended on it. So, many began a process of systematically addressing their HCAHPS (patient experience) scores.
All of the early efforts in addressing patient experience were an improvement. They were able to get the ball moving in the right direction. Today, however, healthcare patient experience leaders are increasingly aware that internal process improvements can only get them so far. Many describe feeling “stuck.” They have engineered systems to address the scoring system, but substantive improvements in patient experience are no longer being realized.
Using our experience in healthcare data analytics to identify key customers and visualize their behavior and then integrating that knowledge with a variety of market research techniques to personally engage the patients, we have enabled organizations in high-touch industries to cut through their sometimes exclusive focus on process improvement or data analysis to envision a competitively better experience through the eyes of their customers.
By approaching patient experience from a diagnostic perspective, we’ve been able to give voice to the customer and provide unbiased guidance on how to enhance their journey to drive loyalty and share of wallet.
We’ve produced a detailed report about how to flip the switch for enduring customer experience improvement in the healthcare market. Click below to get the report.