Healthcare has traditionally consisted of the patient-doctor relationship. A family member would provide a recommendation and hopefully the doctor was accepting new patients. The doctor was an authority figure, while the patient was indebted to his or her services. In most cases, one would maintain this relationship for decades, if not generations. Today, a new healthcare system gives rise to a new type of relationship. In fact, the tables have turned: patients are no longer restricted accessing care, while physicians are looking for new ways to build their patient books. Patients have greater expectations of physicians and are more discriminate in the selection of their care. They are no longer the subjects of medicine, but consumers of it.
Consumers are shopping for their healthcare more than ever before
The word “consumer” has not been historically accepted in the field of medicine, as it implies a sales process between the physician and his or her subject, and diminishes the relationship. However, in today’s world of increasing options and educated consumerism, it is just that and ought to be embraced. This means, when we think about the experience, we need to stop thinking about it in terms of the patient experience and start talking about consumer loyalty. Treating patients as consumers acknowledges the scrupulous selection process and opens up an opportunity in the field of medicine. From a clinical standpoint, care needs to meet a certain quality standard to be deemed acceptable; however, there are ways to create higher touch experiences for those that want it. In this choice model, a healthcare provider could create different levels of care for the open market – ranging from the Kia of healthcare, to the Mercedes. The opportunity is to capitalize on the choices consumers have in healthcare – to let them receive their care ‘a la carte’.
I <3 Healthcare 