Customer/Patient Experience: Key Driver of Modern Health Care Marketing

Gamini Gunawardane

Chapter 7 in Modern Health Care Marketing, 2020, pp 149-196 from World Scientific Publishing Co. Pte. Ltd.

Abstract: The following sections are included:Introduction to Customer Experience (CX) and Patient Experience (PX)Significance of CX/PX in Modern Health Care MarketingBasic Principles of CX/PXFactors Influencing Customer/Patient ExperienceMarketing’s Role in Improving CX/PXCustomer Experience Management (CXM) and Customer Relationship Management (CRM)Current Status of Customer/Patient Experience Management (CXM/PXM) in Health Care OrganizationsCustomer/Patient Journey Mapping (CJM); Touchpoints; Moments of TruthMeasuring CX/PXGuidelines for Effective Customer/Patient Experience ManagementReferencesSuggested Additional Readings

Keywords: Health Care; Health Care Services; Health Care Marketing; Services Marketing (search for similar items in EconPapers)
JEL-codes: I10 (search for similar items in EconPapers)
Date: 2020
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