Wes Streeting’s ambitious policy to expand patient choice feels like a game-changer—but calling them patients is starting to sound prehistoric. I’ve written about this before but it feels like we’re still stuck in a time where people had no choice but to endure what they were given. Let’s get real: they’re consumers—and like any consumer, they expect options, personalisation and a streamlined, efficient experience. The healthcare sector is evolving and customer experience needs to be at the heart of it.
If healthcare providers, both NHS and private, truly want to align with this vision, it’s time to rethink the entire experience. Here’s how :
- Mapping the Journey
Treat patients like retail consumers by mapping their healthcare journey from first interaction such as appointment booking to treatment and aftercare. This helps identify pain points, delays or opportunities for improving their experience at each stage. Just like how brands use customer journey maps to anticipate what people want at every step, healthcare providers can track where patients are likely to experience friction or dissatisfaction. By smoothing out these bumps, from quicker referrals to seamless discharge can help patients feel in control.
- Target the Right Segments
Just as companies segment their customers, healthcare providers should recognise that not every patient has the same needs or priorities. Some want speed, others care more about in-depth consultations or specialised treatment. By segmenting into groups based on their needs and preference – like the fast-trackers vs. the personal touch seekers—providers can offer tailored choices.
- Make Booking and Options Sexy (Yes, Even in Healthcare)!
Don’t make the booking process feel like filling out tax returns. It should be seamless, efficient and quick. In the era of Amazon and Deliveroo, clunky systems don’t cut it. Consumers want to see their options, pick the most convenient or cost-effective choice, and get updates on their appointments, even throw in dynamic appointments so it can inform consumers when an earlier slot becomes available,
- Personalise, Personalise, Personalise
Personalisation in healthcare should be standard but I know that so many don’t even have a robust CRM system. Use patient data to tailor communication plans that combines preferences and behaviours. Consumers expect this level of service everywhere else, from Spotify curating playlists to online shopping recommending products. Healthcare should be no different. Offering relevant choices based on their personal profile makes them feel seen, and not like just another number in the system.
- Deliver Proactive Updates
Don’t leave consumers hanging. Just like they get updates for a Dominoes delivery, they should receive real-time alerts about their appointments or test results. In customer experience, no one likes to be left in the dark. Providing regular and transparent communication not only reduces anxiety but also builds trust. Plus, if there’s a faster option available, proactively offering it empowers patients to take control.
- Feedback Loops Aren’t Just for Retail
After every appointment or procedure, encourage patients to give feedback—just like they would after staying in a hotel or receiving a delivery. This ensures that healthcare providers are constantly improving based on what matters most to the consumer. Plus, acting on feedback shows that patients’ voices are being heard, fostering loyalty, satisfaction and recommendation.
Wes Streeting’s policy is a much-needed step toward empowering patients, but the real magic happens when we stop calling them patients and treat them like consumers—people who are informed, empowered, and most importantly, have choices.
For healthcare providers, it’s time to embrace the power of customer experience and turn those prehistoric notions of healthcare upside down. When consumers feel like they’re in the driver’s seat, everyone wins.