Edited by Jon Sundbo and Flemming Sørensen
Chapter 24: Radical change in health care to achieve superior patient experience
Those who work in health care environments are continuously engaged in improving the safety and professionalism of primary medical processes. Many attempts and projects have also been undertaken to improve the patient experience, especially from a hospitality point of view. Hospital projects in which we have been involved all started with the best of intentions: the medical institutions often had a highly hospitality-driven reception area and a properly functioning front office, but all too often they were hindered as soon as the medical processes started and the medical staff took over. From having a patient-centric focus, the process switched to a medical-centric process and patients were emotionally lost. Possible causes could be the complexity of integrating the personal needs of patients with doctors’ needs and medical requirements. Or it may simply be the case that the institution’s hospitality manager had his processes in order up until the moment that the patient entered the operation room.
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