Unit 1: “The evolution of the patient experience” (May 24)
Unit 2: “The successful PXP” (May 24)
Unit 3: “Using your MarCom skills in advancing the patient experience” (May 31)
Unit 4: “Measuring and maintaining success” (June 2)
Healthcare
is rapidly embracing the importance of the patient experience. Value
Based Purchasing (VBP) has shifted the mindset from what was once
“fluff” to an important strategic objective. Reimbursement is at stake
and patient satisfaction scores are posted online for public scrutiny
making it impossible to explain away the voice of the consumer.
Marketing
professionals have long been guardians of the brand in strategy and
execution, but are often frustrated when they learn that the brand
promise is broken during actual patient encounters. A rude employee or a
series of cumbersome processes can leave patients with negative
associations with the brand. Many healthcare marketers find themselves
at odds with operations over the customer experience.
During
this four-part online course, thought leader Kristin Baird will describe
the current state of the patient experience and share steps MarCom
professionals can take to lead this emerging strategy.