You are here

How can the patient experience revitalize our healthcare system?

Comment l’expérience patient peut-elle revitaliser notre système de soin ?
Published on
27 September 2018

What do patients feel in the moments just before they receive the results of a diagnostic? How do they experience isolation during hospitalization? What uncomfortable situations do they have to deal with during health services? What importance is given to family members during a patient’s treatment? In March 2018, more than 60 healthcare players tried to answers these questions and many more during a workshop organized by the French Institute for Patient Experience and Grenoble Ecole de Management.

The primary goal of the workshop was to explore how to integrate a patient’s experience in the overall treatment process in order to encourage a positive dynamic in hospitals. In other words, how to improve the “care” in healthcare. How can listening and caring be offered to the patient? What impact does this have on the cure? The answer is without a doubt: Yes it has an impact!

“In business we have long asked for client feedback to improve the quality of services. Why not do this in healthcare? Patients know much more than we imagine and they can help improve the system. That’s the whole point of including their experience,” highlights Amah Kouevi, founder and director of the French Institute for Client Experience in Paris.

The building blocks for a patient-oriented culture

The workshop was the first of its kind in France due to the diversity of its participants and the size of the event. "The workshop is the result of a partnership between the French Institute for Client Experience and Grenoble Ecole de Management, a school that has earned the recognition of the healthcare world on this particular topic," explains Benoît Meyronin, a researcher and professor of marketing at GEM and an expert on customer experience who has been supporting hospitals on this subject for the past ten years.

The primary participants included hospitals, training centers, the governmental authority for healthcare, pharmaceutical companies, the healthcare ecosystem, paramedical actors, administrative actors, and of course, patients.

“The ambition behind this ‘patient-oriented’ approach is to go beyond regulatory guidelines in terms of the information provided to patients and quality control,” underlines Benoît, who is also a member of the advisory board at the French Institute for Patient Experience. “The goal is to create a fundamental change in culture by ensuring patients are at the center of healthcare. It starts with a 360° vision of his or her needs and not simply a vision of medical treatment. As a result, patient experiences can be a powerful catalyst for medical teams to find meaning in their daily activities. It brings their attention back to their fundamental motivation: helping the patient.”

Building the community

There are already several French institutions that are pioneers in this field: several entities of the APHP in Paris, the Brest Hospital, the Lilleou Hospital, the Northwestern Hospital Center, the Saint-Joseph Hospital Foundation in Paris, the Lyon Hospital… “All of these actors are convinced that increasing management’s attention towards patients and medical teams is a determining factor is the quality of healthcare and healing,” adds Benoît.

As a result, this new partnership aims to unite French pioneers in the field of patient-oriented healthcare experiences in order to promote positive initiatives, develop training programs that integrate patient experience, and finally, raise awareness throughout the healthcare ecosystem. To do so, a web portal has also been created to publicize events and information concerning patient experience as well as connect various initiatives and actors both in France and abroad.

Patient experience: the new key to healthcare?

Renewed interest in the patient's experience signals a positive dynamic in hospitals. What are the major levers to encourage this virtuous path?

  • Developing awareness (what is the “patient experience”?) and methods based on those that have been successful in business (working on the patient experience, creating a framework with concrete indicators and rituals, demonstrating the added value of a positive patient experience…)
  • Going beyond treatment to take into consideration the need for recognition that is voiced by patients and medical teams. This will benefit the entire system.
  • Create an approach that enables the patient to be more involved and thereby play an active role in his or her healthcare.
  • Rely on patient feedback to adjust and improve healthcare practices.
  • Promote patient-oriented initiatives and facilitate the sharing of experiences in order to encourage the spread of best practices from one institution to another.

On the same subject

  • les fondamentaux pour bien gérer son marketing personnel.
    Published on 12 July 2018

    The fundamentals of personal marketing

    Successful personal marketing is an art. How can you go beyond compulsive tweeting or an excessive use of social networks in order to create a solid strategy to build and maintain your e-reputation?

  • David Gotteland est professeur de marketing à Grenoble Ecole de Management
    Published on 21 June 2018

    How Can You Create a Reliable Innovation Process?

    Formatted, creative methods with a framework enable scientifically proven increases in innovation processes. The stakes are high as only 15% of innovative ideas at a company end up as financial and commercial successes.

  • Comment les primes influent la vente de produits neufs ou recyclés ?
    Published on 19 June 2018

    Sales Incentives: Balancing New and Remanufactured Goods

    Remanufactured goods can provide companies with higher profit margins. But, it’s essential for companies to implement a strategy that adequately balances the sale of new and remanufactured products.

  • Chirag Patel et Christophe Haon
    Published on 18 May 2018

    Research: Retail Website Performance, to Outsource or not to Outsource?

    To improve sales, retail websites focus on personalizing their web pages and increasing their influence on social networks. To achieve these goals, should they rely on internal resources or call on external service providers? A study of 105 U.S....

  • Marketing: the Hidden Disadvantages of Sustainability and CSR
    Published on 22 February 2018

    Marketing: the Hidden Disadvantages of Sustainability and CSR

    Sustainability and CSR policies are à la mode for good reason. Yet, they can sometimes backfire, in particular in terms of marketing. Discover the risks of marketing a sustainable product.

  • Rüling Charles-Clemens, Professor at Grenoble Ecole de Management
    Published on 01 December 2017

    A New Chair to Understand Trust in the Healthcare Sector

    How does public trust evolve when faced with innovations in the health sector? Grenoble Ecole de Management launches a new chair to understand trust and mistrust in healthcare.

  • Can TV Characters Teach Us About Management?
    Published on 14 September 2017

    Can TV Characters Teach Us About Management?

    From Mad Men to The Sopranos or The Walking Dead, discover the management wisdom of characters in popular TV series.

  • fornerino-marianela
    Published on 19 April 2017

    Sensory Marketing: Reinventing the Customer Experience

    How can images, sounds, smells, touch and taste impact a customer’s intention to purchase?

  • Health Industry, Technological Innovation Tied to Business Model Innovation
    Published on 31 March 2017

    Research: Health Industry, Technological Innovation Tied to Business Model Innovation

    With the growth of digital tools and applications, many industries are faced with the arrival of new players. This latest study explores the use of applications in the healthcare industry in order to better compare the innovation capacity between...

  • Published on 19 March 2017

    Easy-to-Read Food Labels Increase Intention to Purchase

    The battle for healthy food has become a worldwide concern. Public health agencies have invested energy and resources in fighting health risks such as obesity. In this battle, food labels that indicate nutritional facts have come to play a vital...

  • research on Contextual Television Advertising
    Published on 28 February 2017

    Research: Questioning the Effectiveness of Contextual Television Advertising

    As businesses and marketing go digital, companies have to track the effectiveness of their advertising across many channels. The growth of online transactions has made website conversions an essential factor for many businesses. Thanks to detailed...

  • research on logo makeover perception
    Published on 18 October 2016

    Time for a Logo Makeover? Make it a Hit!

    A logo represents a brand’s image. It highlights its values and market position. Changing your logo can be a delicate transition. How can you ensure a smooth change? In January 2014, Grenoble Ecole de Management unveiled its new logo. Caroline Cuny...

  • Published on 19 August 2016

    NeOse™: Creating an Electronic Description of WHAT YOU SMELL?

    Nearly 10% of the world population is believed to suffer from olfactory disorders. Whether it is the inability to detect odors or an altered sense of smell, olfactory disorders can lead to depression and desocialization. In response, Aryballe...

  • Published on 30 March 2016

    Food and Nostalgia : which link ?

    NOSTALGIA MAKES CONSUMERS MORE LIKELY TO SPEND OR DONATE MONEY The use of nostalgia has been a top trend in marketing in the last few years, in commercials, product lines and even TV shows. The present study demonstrates that feeling nostalgic...

  • Research: Creating Visitor Engagement Through Music
    Published on 29 February 2016

    Research: Creating Visitor Engagement Through Music

    Digital communications have created an information overload for customers. To stand out on the world wide web, companies have to offer clients a high-impact experience. When used properly, music provides a simple yet effective means of creating a...

  • Published on 08 December 2015

    Book : Making Innovation Last

    « Unlike any book in our fields, this book is explicitly cross disciplinary even as it focuses on innovation streams over time… I could not recommend this book more highly; it has the potential to be a landmark contribution” Michael L. Tushman,...

  • Published on 13 October 2015

    Put Music on your Website

    Your web communication needs to offer a rich consumer experience to distinguish it from others. Nowadays, websites must evoke enjoyable and memorable feelings in their visitors in order to encourage them to revisit and recommend the website.

  • websites such as TripAdvisor have given consumers the power to impact a company's image.
    Published on 29 September 2015

    Customer reaction and Market identity

    This article, written by Tao Wang, Filippo Carlo Wezel and Bernard Forgues, examines the conditions under which organizations publicly respond to unfavorable consumer evaluations that challenge their market identity. This study relies on an analyse...

  • Published on 22 June 2015

    Research: Microeconomic Degrowth, Community Supported Agriculture

    Economic growth is the cornerstone of mainstream macroeconomics. In the face of economic crises and unemployment, growth has long been the only acceptable solution. Yet many issues have started to challenge this dominant economic model. As a result...

  • Recherche : nutrition des sportifs et plaisir
    Published on 16 June 2015

    Is It Fun or Exercise ? The Framing of Physical Activity Biases Subsequent Snacking

    While the benefits of exercising are widely accepted by consumers and healthcare providers, people who begin an exercise program don't necessarily lose weight. A fact that can be frustrating not only for practitioners, but their coaches and...

  • Published on 16 January 2015

    Nostalgia makes consumers more likely to spend or donate money

    The use of nostalgia has been a top trend in marketing in the last few years, in commercials, product lines and even TV shows. The present study demonstrates that feeling nostalgic weakens the desire to hold on to money, and makes it easier to part...