Technological advances and access to information have had an impact on the way that health professionals and patients relate between to each other.
Currently, we find an active and empowered patient that seeks answers in different sources of information and much more participation. However, despite this trend, he remains captive to the decisions of the medical team. After all, patients are submissive clients, since they endure situations that they would not allow in other environments and circumstances.
The first thing we have to take into account is that the Patient is not a Client.
Although it seems obvious, it is fundamental marking clear differences and providing unique characteristics in the service offered. The patient has been forced to interact with the hospital and the medical team, submitting to an experience that is not totally under his control
. On the contrary, they don’t want to be there, and their only motivation is to avoid suffering.
Although every day the patient is more empowered and, at times, wants to decide autonomously, it is not always right, and the safety of them must be preserved above all. In addition, there are many occasions where the patient is not alone, and for this reason, the companion must be taken into account during the patient's experience.
Nowadays, the patient has acquired great power, and institutions must attend to their requirements. This is the most important strategic challenge facing the Health industry
and its cultural change.
The reconfiguration of market conditions has made a priority to work and focus on the patient. This approach is not only an aptitude but an attitude
; a capacity that the institution has to develop in all of its processes. However, it should not be forgotten that the participation of the patients is the key in the assistance design, since they are the ones who can teach the most about the experience of pathologies.
After all, the health centers consider that the service constitutes a determining differentiator. Humanizing processes and spaces through new technologies will guide the institution to maximum satisfaction, in the practical and emotional.
Within this cultural change, communication is the primary act of healthcare
. It is the priority and the main feature of the Patient Experience. Everything depends on communication: diagnosis, prognosis, and treatment, how you perceive it, its correct application, and success.
In addition, as in any area of life, absolutely everything communicates. The words, the gestures, the silences, and the image that the hospital and the medical team project provide information to the patient. This is a fact, consciously or unconsciously, we are constantly communicating and, under high-stress environments, great control of emotions is required.
On the other hand, the communicative act is linked to empathy
, the second great pillar of the patient's experience. Empathy is the ability to perceive, share, and understand what another being can feel. This connection between the medical team and the patient or companion provides an environment of confidence and security that grows exponentially during the process.
But... what really matters?
Empathy is the key to a memorable experience
While it is true that technology is a fundamental element to meet the new needs of patients, in the innovation projects of the Health Sector, the human factor is also very important
. In addition, this approach not only contributes to a better recovery of the patient and not to leave their treatment but also favors a higher quality of the worker
. Therefore, we must analyze the conceptual changes in which the patient is taken into account in the design of the experience he wants to have within the health center.