Customer Experience in healthcare.2 min read

General practitioners (at least the ‘huisartsen’ in Belgium) do business like they did 60 years ago. In fact, they don’t do business at all. The just do ‘diagnostics’. The thing is, when you feel ill, you don’t need to be diagnosed. You want to get better. And even more: the journey to become better should not make you even more sick…

How things go today (real life example):

I have injured my feet (the bed is stronger than my feet apparently ;-)). Nothing to bad, but I want to make sure it’s not broken or will heal badly. So I call my doctor for an appointment (my doctor only works on appointment). I am lucky and get an appointment today at 11:15. Upon arrival, I find out there are road works, so I need to find a parking spot some streets further. No big deal; but I hate being late and need to hurry (with a injured foot remember ;-)). When I arrive in the waiting room, there are 4 people still there… I already get the creeps…

Because I was under the impression I had a fixed slot (for me, that’s what an appointment is), I have planned other appointments after my doctor visit. Almost one hour later, when somebody is going in, I ask the doctor I am in his agenda… He apologises for the delay but confirms I’m in his agenda -after the one heading in now.

More than one hour later, when I come out … of course the pharmacy is closed because of the delay, so no healing for me today.

I know, things can happen: doctors can have urgencies (and we all hope they drop everything than and go to the rescue), but this happens all the time. And it’s because doctors don’t look at the customer journey of their patients. Information sharing, planning for delight, segmenting customers (I don’t want a social talk, I want it fast and good, whilst others really value a social talk),… All these things that can create a far better patient experience, a better doctor experience and better health overall.


Which general practitioners want to re-design their process? I would love to help!

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