A focused engagement strategy can help the health service deliver an improved patient experience

June 12, 2011 - PRLog -- It never ceases to amaze me how difficult it often is for us to do the simplest of things!
The delivery of empathetic and effective patient engagement is a classic example of how all of us – clinicians, administrators, managers and third party suppliers alike – frequently demonstrate we have a very different understanding of what the words ‘empathetic’ and ‘effective’ really mean.
For me, the delivery of a first-class patient experience is of paramount importance. But to really understand and appreciate how you go about delivering excellence, you first have to recognise that whatever solution you devise will be flawed unless it embraces the needs of the ultimate customer – in this case the patient – and gives them an opportunity to accurately record their views and say what they think.
Easy, isn’t it?
If only it were! You see, while I am convinced my views on successful patient engagement strategies are well founded, more learned peers from the health service often challenge my thinking – particularly in relation to how I should go about sourcing the views and opinions of patients.
I advocate using the latest technologies in GP surgeries and hospital wards, thereby enabling the accurate capture of near real-time data from patients of all ages, races and abilities. Modern technology – such as a hand-held portable terminal – also enables researchers to tap into a section of society whose views are often ignored – the physically disabled.
Interestingly, Accenture, the respected global consultancy firm, has recently published some very interesting research into the consultation processes adopted by senior managers in the run up to making decisions that have a major impact on customers.
Accenture’s research, published in May 2011, revealed that more than 50% of the organisations surveyed do not currently take advantage of customer-centric data and information – and an alarming number do not interact with customers and other stakeholders. This suggests that many organizations may be unaware of what is really important to customers and lack the capability to measure their performance in engaging with them.
Incredibly, when making decisions about what customers want, many organisations are just as likely to rely on personal experience (which 23 percent of respondents described as “very important”) as analysis of data and facts (which 22 percent called “very important”).
It’s easy to write this research off because it spans the private sector. But I think it would be a mistake to do so.
Experience tells me that a similar state of affairs exists within the health sector – with a significant number of managers and patient experience professionals making decisions based on hunches and guesswork, rather than actual knowledge.
While there will always a place in patient engagement for traditional surveys and freebies like Survey Monkey, it’s time to accept that good decision-making can only be achieved if health professionals have access to the best available information. For without accurate information, we are blind.
After all, the money is available to do a good job: according to the National Audit Office, more than £400 million is spent annually on health informatics – and, of that figure, a large amount funds engagement exercises designed to heighten the overall patient experience.
My own organisation has recently formed a major strategic alliance with Ipsos MORI, one of the world’s most highly regarded market research companies, to help Trusts and the wider health service see more clearly.
Cynics might think the relationship is all about securing greater market share. It isn’t. The real driving force in creating this partnership is the opportunity both companies now have to deliver a comprehensive suite of engagement solutions to the health service, so that the ultimate patient experience is truly enhanced.
For technology enables everyone of us to achieve so much more than was possible only a few years ago – in terms of reach, understanding and financial performance.
Today’s technologies are powerful engagement tools that everyone can use. They are intelligent and intuitive – and, if they’re used properly, they can make a significant contribution to the performance of any organisation.

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CRT is an expert in the delivery of customer feedback, engagement and research.– via its market-leading ViewPoint technology that engages with patients, consumers, staff and wider stakeholders at their 'point of experience'. Our strategic partners include Ipsos MORI and IBM.