By John Lavey | Hammock President and COO

Building a patient-centered healthcare system means creating highly satisfactory experiences in addition to healthy outcomes.

So what is satisfying to patients and their families? From the first moment someone in your market encounters your facility’s content and messaging—that first episode of care—nothing is more satisfying than displays of empathy. We all appreciate when a healthcare provider “gets it” and exhibits caring above and beyond what is required.

In fact, nurse empathy and doctor empathy are often ranked among the top drivers of patient satisfaction on Hospital Consumer Assessment of Healthcare Providers and Systems (HCAHPS) scores.

Empathy is the understanding of others’ feelings and concerns and the ability to look at the world from their point of view. The best content is empathetic by nature because good content meets consumers where they are.

Take a look at this amazing video from the Cleveland Clinic to see how the institution has framed the human dimension of patients and caregivers throughout the hospital. It gives viewers glimpses into where individuals may be feeling worried, relieved, in pain, frustrated or hopeful.

Bottom Line to Marketers:

  1. Empathy should inform your approach to developing content. Seeing the world through your customer’s eyes is key. Gather as much information as you can about the feelings your customers are experiencing.
  2. Resist the urge to tell your customer what you know, because people won’t care what you know until they know you care. How do you like to be talked to when you are experiencing complex feelings? Sometimes you just want someone to listen. Help and help again. Don’t use the situation as a chance for hype.

(A version of this Healthcare Idea was originally published in September 2017.)

(Image: Getty Images)

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This post is part of Hammock’s award-winning Idea Email series. Idea Emails are sent every other week and share one insightful marketing idea. Idea Email comes in two flavors: Original and Healthcare. To subscribe to the original Idea Email (general marketing ideas), click here. To subscribe to the Healthcare Idea Email (healthcare marketing ideas), click here.