Patient orientation leads to well-oriented patients

New technology gives consumers unprecedented power: The empowered patient demands more say! How to use Patient Centricity to turn people into healthcare managers, slow down cost increases and improve the quality and image of the entire healthcare system.

Patient centricity for well-oriented patients

In the digital world, consumers have better access to information and enjoy more choices in what they consider, buy, or share. Vocal on social media, they support brands or do lasting harm, explore values and relentlessly question attitudes. B2C executives have long lived in this new reality; in B2B, marketing managers are now also recognizing the importance of close customer relationships and first-class product experiences.

Engaged healthcare managers on the web

In the healthcare sector, unfortunately, "consumer centricity" has generally been at a standstill, although the pressure to act has been low up to now: Germans are quite satisfied with their healthcare system (1.2). But now patients no longer want to be merely passive recipients of medical services, they want to play an active role in treatment decisions and become managers of their own health. The stereotype of the smarter "demigod in white," on the other hand, continues to shape the attitude of many healthcare organizations and governments, which categorically exclude citizens from a great deal of information under the pretext of patient protection. Modern technology platforms spoil their visitors in everyday life with fast, convenient interaction, open dialog and personal information. People expect the same from healthcare institutions: They demand dialogue at eye level, a say and acceptance, smooth processes and rapid access to all relevant information - always and everywhere.

Ultimately, they want to take more responsibility for their own health. This, in turn, is also in the interest of other players in the healthcare system, pharmaceutical companies, insurance companies or employers, who have long been calling for more patient orientation. With more participation and delegation of responsibilities, enormous costs can be saved in the medium to long term, whether through more effective prevention or better compliance. Higher success rates in therapy also increase the trust and thus the loyalty of those being treated. Consistent patient orientation (or "consumer centricity") is therefore not a luxury, but an urgent necessity for well-oriented, responsible patients. But how, pray tell, does one achieve sustainable consumer centricity?

CX, AI and MVP as modern recipes for success

In many companies, the new CX orientation goes hand in hand with digital transformation: platforms on the web offer countless opportunities for rapid individual information and mutual exchange. The processing of personal patient data such as interests, needs or behavior by means of AI contributes significantly to the improvement of products and services. The assumption of routine tasks by digital technologies creates time for listening and talking to each other - ultimately for the patient.

However, the goal of all CX activities is not more automation, but above all more humanity, the strengthening of patient well-being and significantly fewer wrong turns for individuals on their journey through the domestic healthcare system. In order to sustainably strengthen trust in the system and the respective institutions, it must not remain with empty declarations of intent in company presentations: Legitimate expectations must be met, and data must not be misused. Patient orientation requires a fundamental cultural change with a clear vision, an overall strategy and, above all, lots of transparency.

Marketing can be the driver of this change if it sees itself as change management. In some companies, the CIO sets the necessary impulses or a cross-departmental team does. In any case, the challenge is to get all employees and managers to put themselves in the patient's shoes and ensure that the patient and his or her needs are always at the center of all decisions, from drug development to market launch, from administration to service. Such a cultural change takes time, but in the digital world, consumers and patients expect fast results. Here, too, tech companies are leading the way with their "Minimum Viable Approach" (MVP for short).

Beta blocker as beta version?

In IT, we don't wait until a new product is perfect; instead, we first offer it to consumers as a beta version and then continuously develop it further. For the healthcare and pharmaceutical industry, the rapid introduction of innovations poses a particular challenge: Medical innovations rightly go through numerous rounds of testing, review and approval before official approval is granted. Efficacy and safety are paramount - after all, in case of doubt, it's a matter of life or death. However, this maxim applies primarily to areas that have a direct impact on the health of those being treated. When it comes to patient well-being and engagement, convenient access and open dialog, it also does the healthcare industry good to become more agile and faster.

An international study on CX (3) therefore recommends the following initial steps to implement true patient-centricity:

1. Holistic optimization of the patient journey and consumer experience.

This starts long before the visit to the doctor or clinic, extends to everyday life and actively involves pharma research, doctors, families and friends. "Fighting disease is a team effort" is currently BMS' beautiful headline in their ads for fighting cancer.

2. Overcoming the fragmented healthcare journey.

Perhaps with increasing patient-centricity (e.g., through strategic alliances and via appropriate platforms), we can finally overcome the inefficient, patient-frustrating, and sometimes even dangerous fragmentation of healthcare. The realization of the e-patient file would at least be a first step!

3. More individual person-centeredness

Instead of developing products, services and CX experiences for large demographic groups, it is advisable to address individual wants and needs. This requires investment in IT and patient buy-in, but if it results in better products and better CX for patients, it pays off for everyone involved.

Progress on these fronts therefore strengthens consumer/patient engagement in the long term, and thus trust in healthcare in general. After all, traveling together is much more relaxing than traveling alone.