Two of my family members have battled breast cancer. It’s a terrifying experience. In moments like these, it becomes evident that healthcare isn’t just about treatments or medications. It’s about people. It’s about the doctors, nurses, and office staff who are there every step of the way, bringing compassion and dedication that make an unbearable journey manageable. This, in essence, is what Doing Customer Experience (CX) Right means. In healthcare, it’s called patient experience (PX), but the underlying principle is the same: the importance of human connection at every interaction.
Unfortunately, not everyone’s healthcare journey is supported or seamless. Many face a different reality. In a recent podcast, I had the opportunity to discuss these challenges with Miya Gray, Vice President of Global Customer Experience at Pfizer. Miya has spent her career exploring ways to make healthcare more patient-centered, and her insights revealed crucial gaps—access, bias, and fragmentation—that hinder the experience for countless patients. These aren’t just abstract issues; they’re real barriers preventing people from receiving the care they deserve.
Access Isn’t Equal: The Challenge of Getting the Care You Need
Imagine being told you have cancer, only to discover that the treatment you need is out of reach—physically, financially, or both. It’s a nightmare that many face. Access to healthcare shouldn’t be a privilege, yet for millions, it remains just that. Miya pointed out that while access challenges are often associated with rural areas, where specialists may be hundreds of miles away, they’re just as prevalent in urban centers. Even in cities, patients can find themselves stranded in healthcare deserts, where getting an appointment with the right provider is a daunting task.
And it’s not just about geography. Cost presents another formidable barrier. Even with insurance, co-pays and out-of-pocket expenses pile up quickly, turning healthcare into a financial burden too heavy for many to bear. For some, the journey may be easier because they have the resources to navigate these obstacles, but many others aren’t so fortunate. When access is restricted, it’s not simply an inconvenience—it can endanger lives.
To address this, we need a broader understanding of what access really means. It’s more than just physical proximity to a clinic; it’s about removing all kinds of barriers that keep patients from care. Telehealth, transportation partnerships, and creative financial support options aren’t just “nice-to-haves.” They’re essential, actionable steps that can begin to bridge the gap between those who have access to care and those who don’t.
Confronting Bias in Healthcare: Equality in Treatment and Experience
But improving access is only part of the equation. Even when patients can reach healthcare providers, they may still face another challenge: implicit bias. Healthcare should be about equality and dignity, yet biases based on race, gender, and socioeconomic status often influence the care patients receive. It’s an uncomfortable truth, but one that needs to be addressed. Miya and I discussed how implicit bias can have devastating effects in breast cancer care, where early detection and swift response are critical. When prejudice seeps into the process, it can delay diagnoses, alter treatment plans, and ultimately impact survival rates.
But while bias is pervasive, it’s not inevitable. It’s a symptom of a system that hasn’t yet learned to fully see every patient. By cultivating awareness and prioritizing accountability, we can start to dismantle this issue. Training healthcare providers to recognize and challenge their biases is essential, but it must be more than a box-checking exercise. It requires a collective willingness to create a system where patients are seen as individuals, not as assumptions. This effort extends beyond healthcare professionals. Patients, advocates, and every one of us has a role in calling for change, driving a shift towards a healthcare experience that treats everyone with the respect and care they deserve.
The Fragmentation Trap: Building a Unified Healthcare Experience
However, even with improved access and reduced bias, healthcare can still feel disjointed. Each interaction with a different doctor or department can feel like starting from scratch, with patients repeating their story over and over. This fragmentation is a reflection of a system where each part moves independently, with little regard for the whole. The effects are profoundly felt by patients, especially those dealing with complex conditions like breast cancer, who must navigate a maze of specialists, treatments, and administrative steps. It’s a challenge that adds layers of stress to an already overwhelming experience.
But fragmentation is not a problem unique to healthcare. In the business world, customer experience (CX) often faces the same issue, with champions stepping up to bridge gaps and create smoother experiences. Just as CX champions work to connect disjointed touchpoints in business, we need more advocates in healthcare to champion connected care. The stakes, after all, are much higher. Healthcare doesn’t just impact customer satisfaction; it affects quality of life and, ultimately, survival.
This is where integrated tools and a unified culture come into play. By investing in digital platforms that facilitate the seamless sharing of patient information, healthcare organizations can reduce redundancies and ensure that each member of the care team has a complete picture of the patient’s journey. But technology alone isn’t enough. True connection requires a culture shift—one where every healthcare provider, administrator, and support staff member understands their role in delivering a cohesive and compassionate experience. It’s about recognizing that while each person may only see a part of the journey, they all contribute to the whole.
The Human Connection in the Age of AI: Technology as a Bridge, Not a Replacement
As we look for ways to improve the patient experience, it’s tempting to see technology—especially AI—as a quick fix. However, technology must enhance the human element, not overshadow it. AI can help analyze data, predict risks, and streamline communication, but it must be used thoughtfully. Imagine AI-driven tools that handle routine inquiries, freeing up healthcare professionals to focus on meaningful connections with patients. Picture predictive algorithms that flag patients needing extra support, enabling doctors to step in before minor issues become major crises.
Yet, we must remember that AI, while powerful, is no substitute for empathy. The best patient experiences are those where technology supports human interactions, not replaces them. AI should be a bridge that connects patients with the care they need, making it easier for healthcare providers to do what they do best: care.
Creating a Better Path Forward: Championing a Patient-First System
Healthcare is at a crossroads where the challenges are clear, the opportunities are abundant, and the solutions are within reach. Moving forward requires a collective commitment to reshaping how we think about patient experience. It means building a system based on access, equality, and connection, driven by a culture that prioritizes patient well-being above all else. And perhaps most importantly, it’s about recognizing that every interaction in healthcare—every appointment, consultation, and check-up—is more than just a service. It’s a lifeline.
This Breast Cancer Awareness Month, let’s go beyond raising awareness. Let’s raise the bar for what healthcare can and must be. Let’s commit to a future where every patient feels seen, valued, and supported, where CX principles are fully integrated into PX, creating a system as resilient as the patients it serves. Because in the end, this journey is about more than improving healthcare—it’s about improving lives. And that’s a path worth taking.
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