Both responsibility and power in personal health issues resides with the consumer. Consumers are using health information and services at a time and channel convenient for them. There is an increasing emphasis on preventive healthcare, so it is all the time more important to provide high quality and easily found services and intelligent service paths. At the end, good customer experience leads to better wellbeing and health.

Graduating medical students take their oath, the Physician’s Pledge. The one used today is a modern version of the Hippocratic Oath. Over the years, World Medical Association (WMA) the Declaration has undergone only minor amendments, the exception being its most recent iteration. “The Declaration has changed in subtle, but significant, ways. It is now more patient-centred. For the first time, it refers to patient autonomy and dignity and recognises the importance of ‘well-being’ to patient care.” commends Dr Chris Moy, Chair, AMA Ethics and Medico Legal Committee1.

The health and well-being of my patient will be my first consideration.
I will respect the autonomy and dignity of my patient.

The pledge inspires and obligates. Doctors are more and more coaches and mentors to consumers well-educated with health information. The health data itself can be found from a channel that suits best for the consumer need: teenagers from Snapchat, grown -ups through search engines. For more and more people the health path is digital. Consumers are willing and capable of participating in decisions made on their health and well-being. Today’s sophisticated health service providers offer search engine optimised content, smart service paths and place visitor in the centre of the service with AI driven tools.

However, there are still consumers with limited health literacy; a degree to which individuals have the capacity to obtain, process, and understand health information and services needed to make appropriate health decisions. Furthermore, consumer expectations towards health service providers are changing fast. It is essential to have a more modern and real time way to understand customer needs. Health service providers cannot create better
patient experiences without understanding the voice of patient and collect more data from a patient perspective, not just from a traditional clinical outcome perspective.The leading health service providers are already becoming more agile as well as bringing patient sentiment data to overlay current outcome data. Developing an efficient, patient aligner health pathway can be obtained with good customer understanding and agile digital service development. And a willingness to serve lead to results, always. Good customer experience leads to better wellbeing and democratisation of health.

1) Source: https://ama.com.au/ausmed/ama-fully-supports-physicians-pledge-update

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