The Improvement of Patient's Experience Through Innovative Marketing Strategies

In order to achieve relevance on the market, medical organizations constantly need to innovate and construct an authentic, functional brand. From a patient's perspective, time spent in the hospital should not be excessive and, as a whole, should constitute a positive experience (emotionally), and a high-quality learning process (in a cognitive and behavioral sense). In this regard, a system designed to collect and critically analyze feedback, focusing on discrepancies between clinical reality and patient expectations, could be a critical step towards the creation of better quality healthcare services. Our study makes an overview on the practical areas in which Romanian healthcare organizations may intervene, in order to address patient concerns and improve patient experience. Four areas emerged as paramount for increasing or maintaining health care-related satisfaction: patient's experience while waiting, mobilization of staff, social media influencers, and development of strategic partnerships. All these areas could be subject of digital means to share high quality and innovative content, melt rationality and emotion, resulting in positive consumer and patient experiences.