1. Get a view of the consumers that your health care systems can serve – and what they value.

A Medicare beneficiary with chronic conditions is different from a young mom who brings her kids in for an annual check-up. Don’t wait until patients show up to decide what kind of experience will serve them. Figure out what they want and be prepared to deliver when they arrive.

2. Determine your consumer experience strategy and execute it.

Some health systems want their patients to feel that they have received the best care money can buy. Others want patients to view the health system as a partner for life through the continuum of care. And others want patients to feel that they received no-frills care that did not waste their money.

3. Identify how to track your progress.

“Making sure you have measures in place — measures of things that are dependent on consumer choice or that impact consumer experience — is important,” Estupiñán says.

4. Appoint a consumer champion.

“Do you have somebody on point looking across the board to make sure that the consumer experience and the way you are thinking about the consumer is consistent across the different boundaries of your organization?” he asks.

5. Allocate resources to support your consumer experience strategy.

Evaluate each investment in terms of how it supports consumers.


Read Part 1 of H&HN’s series, The New Health Care Consumer.