Improving the Customer Experience to Drive Growth in Healthcare

For nearly 15 years, "customer experience" has been a buzzword across industries. From retail to technology, businesses are prioritizing customer engagement, satisfaction, and experience-based marketing. Leading publications like Harvard Business Review, TIME, and U.S. News & World Report have all spotlighted this trend, showcasing how companies that invest in customer experience enjoy not only better sales but also greater loyalty and long-term success.

But in healthcare, this can feel like a tough pill to swallow. Between the maze of regulations, codes, and compliance standards, adding more "customer experience" initiatives can sometimes feel like just another box to check. So, here's the big question: Can improving the patient experience really drive growth? Does it even matter when people are seeking medical care, not shopping for a service?

The answer? Absolutely. And here's why.

Does Improving the Patient Experience Really Matter?

I want to share a story from a colleague in Tacoma, Washington, who recently faced a situation that perfectly illustrates the impact of poor patient experience.

This friend, let’s call him Jeff, is a guy who loves updating his eyewear. He’s been a loyal customer at his local eye care provider for years, scheduling his annual exams and choosing new frames. Recently, Jeff had an appointment at 2:45 PM. On his way to the clinic, he received a text from the practice:

We apologize. We’re running a bit behind. As a courtesy, we’ve moved your appointment from 2:45 to 3:00 PM.

Jeff appreciated the heads-up. He grabbed a coffee and arrived at the clinic right around 3:04 PM, ready to pick out his new frames. But instead of the usual friendly greeting, the receptionist looked at him with disapproval and said, “You’re late!”

Confused, Jeff apologized, thinking he was just a few minutes late from the new 3:00 PM time. But she snapped back, “No, you’re 20 minutes late! We’ve already taken someone else in your spot. You were supposed to be here at 2:45.”

When Jeff showed her the text message from the practice confirming the change, the receptionist dismissed him with, “The text system hasn’t worked properly for months, and we stopped using it long ago. You’ll have to reschedule.”

Frustrated and confused, Jeff left. He was so upset he called me afterward. “How can a practice be so careless about something as simple as respecting my time?” he asked.

It's a question worth asking.

The Breakdown: Why Operational Excellence Matters

Jeff’s experience is a textbook example of what happens when operational excellence falters. Before we can even think about enhancing the patient experience, we must get the basics right.

In healthcare, this means tackling every part of the patient journey with care:

• Website: Is it easy to navigate, mobile-friendly, and up-to-date?

• Parking: Is it convenient and accessible for all patients?

• Check-in: Is your signage clear and are your staff members welcoming?

• Communication: Do your appointment reminders and text systems actually work?

Every misstep—from confusing parking signage to broken communication tools—adds up. Patients don’t just assess their clinical care; they evaluate the entire experience, from the moment they step into your practice to the time they leave.

Take a step back and consider every touchpoint. Is your waiting area (or as I like to call it, your “welcome area”) inviting? Are your technicians explaining procedures in a way that patients understand? How’s the checkout process? All of these moments matter.

Building a Customer-Centric Culture Fuels Growth

If there’s one thing Jeff’s story demonstrates, it’s that patients expect to be treated like customers—because, in many ways, they are. With rising out-of-pocket costs like co-pays, deductibles, and coinsurance, patients are spending more than ever before. For some, that means deciding on care options based on costs upwards of $10,000. Even routine visits feel like significant financial investments.

The takeaway here? Every patient interaction should be treated as if they’re paying out of pocket—because, in many ways, they are.

This isn’t just about avoiding complaints or frustration; it's about fueling growth. Research consistently shows that a practice’s future growth is most closely tied to a high willingness to recommend—at least 90% or more. When patients leave your practice, are they telling their family and friends, “You’ve got to go there!”? If not, you’re missing an opportunity to build loyalty and attract new patients.

Treat patients like customers who are spending their hard-earned money. It’s not just good service; it’s good business.

ROE: The New ROI

Ultimately, improving the patient experience is about more than just avoiding situations like Jeff’s. It’s about creating a culture that values every patient interaction. Sure, ROI matters, but never underestimate the power of ROE: Return on Experience.

When patients feel valued and cared for, they don’t just come back—they bring others with them. And that’s the foundation for sustainable growth in any healthcare practice.

Treat every patient like they’re a cash-pay customer. It’s not just good business—it’s the future of healthcare.