Patient Experience

What’s in an experience?

Published 2 September 2019

Heed the list below to be satisfied with your experience not only pertains to everyday items such as car insurance, holidays, watches, transport, etc. but also extends to receiving medical treatment and procedures.



John Morris
JXD Consultants, United Kingdom

We have all purchased products and services and spent time procrastinating over the decision to buy. The more important the purchase, the longer it seems to take.

After conducting some research into this, I realized how many different considerations – both conscious and unconscious – had to be taken into account.

Here are a few in no particular order:


Do I trust the company with my information, money, wellbeing and so on?


Do I trust the company with my information, money, wellbeing and so on?


Am I paying what I expect, are there any hidden charges and are there alternatives?


How easy is it to access the product, service, treatment, etc.? Is it physically close to me and convenient for me?


Will the treatment, product or service meet my expectations? When a continuing treatment or following up on procedures, am I still the getting the best attention? How transparent are they being?


Does the company have my personal wellbeing, safety, and security as their first priority and how is it demonstrated?

Form and Fit

Am I getting what I was sold and does it meet my needs?


Am I getting more than is required and is there an opportunity up increase or reduce the options?


Is it a brand I like, dislike or have no emotion about at all? Actually, in my case most fall into the last two categories. But why do I dislike a particular brand and would I ever buy from them?

Online vs. On premise

How do I buy it? Buying online is faster, easier and more convenient, but on-premise I get to touch and experience. There are advantages and disadvantages to both, so how do I decide?


Do I believe the treatment, product or service will provide the value I’m looking for and is there a better option and a better price?

Touch points and journey

How easy is it to navigate through the buying process, and will the communication be good? What is the quality of the pre- and post-sales service and will I value and trust this during and after purchase?

Staff attitude

What is the tone of their communications? Is it consistent and genuine and do I feel welcomed?

Cash incentives

Is the company signed up to a cash incentive scheme? What is it worth and is it valuable enough to tempt me from one supplier to another?

Even in the UK, where the NHS is ubiquitous, choices are still available. Which front-line medical service do I use? Do I choose private over publicly available services? Is my condition urgent or just important to me and who do I trust?

Marketers are constantly tweaking our decision-making senses using a variety of levers to get us to their services and products more quickly. What is needed are improvements to the touchpoints where we engage and the journeys where we move through the engagement and buying processes. Consistency is key here.

Customers/patients are increasingly aware they have choices and know how to research to find the best treatment, product or service to meet their needs and it is important to understand how results of these decisions leave the customer and patient feeling.


3rd Annual
International Patient Experience Summit & Eminence Awards
11 - 12 Sep 2019 Dubai, UAE