Question

Healthcare Marketing in the 21st Century: Beyond Promotion to Constructing Experiences to Achieve High Performance" discusses customer intelligence as it relates to marketing health care services. What is customer intelligence? How should the health care manager use customer intelligence to strategically create patient experiences? Provide an example to support your response

Answer 1

Customer intelligence (CI) involves the process of gathering customer specific information like biographic details, medical treatment history etc. to analyze and understand the customer preferences that would help the healthcare providers in improving their experiences.

Below is how healthcare manager should use customer intelligence to strategically create patient experiences -

1. Capture the medical history of the customer.

2 . Conduct regular analysis of the medical history of the customer which includes the treatment provided the medicines used and the latest information on the customer's ailment.

3. Capture the feedback from customers to understand the developmental areas and improve upon them.

Below is an example of a patient experience that helped the hospital in improving patient experience -

A patient visited a hospital for severe cough and he was given the medication for few days post which the cough got worsened and the patient started spitting small amounts of blood. The patient the revisited the hospital and this time they ordered for a diagnosis which revealed that there is a severe swelling in the patient's throat resultig in rupture and spitting of blood. Had the diagnosis been conducted in the first visit of the patient, he would have recovered to an externt till now. To express his dissatisfaction in the way the hospital handled his medical condition, the patient provided a negative feedback and clearly listed the developmental areas for the hospital. This feedback was taken by the hospital management seriosuly and they reached out to the patient to understand where they went wrong while also providing assurance to patient that it will never be repeated in future. This helped the hospital regain the lost goodwill with the patient and other patients.