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Payer viewpoints on customer experience

It's impact in healthcare - and roles for pharma
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José Luis Sánchez Chorro from Spain's National Price Commission and Detlev Parow from German health insurer DAK Gesundheit discuss their approach to healthcare 'customers'.

Q. What does customer experience (CX) mean to you? 
José: Whenever I hear the term 'customer experience' I think about patients. Every day I read and work on Patient Reported Outcomes (PROs), and CX to me links closely to PROs.

Detlev: We define the physician as the service provider (and of course in some sense a customer), but the end customer is definitely the patient. So if we plan and implement a care management 'product' our focus is the insuree and how we can support him/her.

José: I agree we could discuss how physicians are supported, but from a payer or health administration point of view they are not customers, but staff members. Patients are changing, they have their own opinions, they want to be heard and they have increased medical knowledge. There are hundreds of patient groups, and they need help getting the right information to patients. I think payers and pharma should work on supporting patient groups - together.

Q. How should 'the customer' be supported? 
Detlev: There are many ways to support the customer. Some of the best examples I have seen are telephone coaching, case management and telemedicine initiatives.

José: The challenge I have is that I really don't know! We provide a wide range of programmes. We look to support on a national level, which is expensive and timely, but often we can't work on small programmes as they can eat up a lot of our budget for little gain. top tips for customer experience

  1. Payers can struggle to get small programmes through. Engage your local payers and work with them to provide long-term local solutions based on validated patient needs.
  2. Payers believe that they are ultimately responsible for patient experience in health. Support payers by being a non-biased delivery arm, working on collaborative projects.
  3. Payers believe the customer is the patient. Payers expect to see pharma support patient groups develop educational material for patients.

To find out more and to download a free Customer Experience toolkit go to 

Kate Eversole, Director, Marketing 
| +44 (0)77 968 446 55 |

6th July 2015

From: Healthcare



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