What distance MBA in Hospital and healthcare management has to do with PXM?
21st century customers are increasingly using more and more technologies and gadgets. They are becoming tech-savvy and demanding too. They are not interested in a solution for masses. They expect a personalized solution. Retail and e-ecommerce industry has observed this changing customer behavior and adapted new strategies to manage customer experience. This has now started entering into healthcare industry. A distance MBA in hospital and healthcare management should be aware that this is one of the significant changing trends.
What is PXM?
PXM stands for Patient eXperience Management. Patients interact with the healthcare systems at various touch points. These touch points include interactions with doctors, nurses, hospital staff, medical software portal, medical mobile apps and other facilities etc. At each of these touch points, there exists what is called as Moment of Truth. Moment of Truth (MOT) is an opportunity for an organization to make an impression or build rapport with the customer at each.
It is observed by some studies that if patient experience is good, it leads to better clinical results during their hospital stay. So the objective of Patient eXperience Management or PXM is to enhance the customer experience at all touch points by employing various techniques.
Key aspects of patient experience a distance MBA in hospital and healthcare management should know
Patients look for consistency and reliability. Variation of skills in hospital staff, delay and waiting for appointments, waiting for test results etc. are troublesome for the patients and they see them as inconsistencies and conclude that the hospital is not reliable and they will choose not to recommend it to their acquaintances.
Perception of quality is little subjective. It is based on what patient feel, see, and hear during his stay while interacting with many touch points.
Patients themselves are an important part of this entire experience and for the clinical outcomes. When engagement of staff with patient is better and instructions are simplified, patients tend to follow the treatment plan more willingly leading to better clinical results.
It is seldom the case that patient is treated by only a single health practitioner. When primary physician recommends solicitation of advice from a specialist, the whole journey starts. The biggest challenge in this journey is all these specialist do not communicate with each other enough. Secondly, all of them do not have access to all the critical clinical data about patient. Due to this many times redundant treatments and medicines are given. From the point of view of patient, this is most frustrating experience as he/she has to manage this along with his/her anxiety about getting admitted to the hospital. If this interaction is made smoother, the customer experience would certainly improve. There are attempts like value-based care model which holds promise to facilitate such changes.
The interaction between patient and healthcare systems is being dominated with interpersonal communications. Employing staff which can make patient feel comfortable or homely at the hospital by creating personal connection contributes to better the experience.
Total healthcare quality
Healthcare industry has started moving towards patient-centered care. Patient highly value some aspects of healthcare delivery like getting timely appointments, less waiting for test results, easy access to various information, and respectful and good communication with health care providers. These and other such aspects of patient experience need to be observed and evaluated. This will help hospitals to change and improve their processes and procedures to give best personalized healthcare experience which is not only accurate clinically but also responsive and respectful. Total healthcare quality is function of clinical accuracy, clinical effectiveness, and clinical safety along with patient experience.
Automation of Patient eXperience Management
Monitoring all the touch points and tracking customer experience is not an easy task. Bigger the healthcare organization, more the number of interaction points and so is the difficulty in capturing this data and converting it into actionable items.
According to Accenture research, just one in five patients are aware of services available to them and only 40% of patient services executives can precisely measure the impact of patient services on outcomes.
To be really successful in managing patient experience, healthcare companies must be able to track and understand various key elements that are part of shaping the patient experience. A software solution can automatically capture required data at all interaction points and generate insights which can drive continuous improvement initiative. These insights would be helpful in pointing out the areas which need immediate intervention and action to create the required positive impact.
New technology solution platform like Patient Experience Manager can be deployed to capture such data and gain insights easily. With the help of such platform healthcare companies would get a real-time, more comprehensive view of their patient services programs.
It is imperative for an aspiring hospital and healthcare management professional after he finishes his distance MBA to know about PXM and various software tools available to implement it.