Healthcare stands at a pivotal crossroads. While patients place immense value on their healthcare experiences, satisfaction levels consistently lag behind expectations—creating one of the largest experience gaps of any industry. This divide is not just a matter of perception; it has real consequences for patient outcomes, loyalty, and the ability of healthcare organizations to thrive in a digital-first world. Understanding the root causes of this gap and identifying actionable strategies to close it is essential for healthcare leaders seeking to deliver on the promise of patient-centered care.
Recent research reveals that healthcare consistently ranks among the industries with the largest gap between the importance customers place on their experience and their actual satisfaction. In global surveys, up to 87% of respondents rate healthcare experiences as extremely or very important, yet only 47% report being satisfied—resulting in a staggering 40-point gap. This divide is even more pronounced in certain countries and among specific demographic groups, such as women and older adults.
The consequences of failing to close the experience gap are significant. Patients are increasingly willing to switch providers after a single bad experience—up to 1 in 5 in major markets. Poor digital experiences not only erode trust and satisfaction but can also lead to unmet health needs, especially for those who struggle to navigate complex systems or access timely care.
Research highlights several key patient expectations:
Healthcare organizations have a significant opportunity to transform both digital and in-person experiences. Here are actionable strategies, grounded in research and industry expertise:
Prioritize intuitive, accessible digital tools that simplify key tasks—such as appointment booking, telehealth visits, and medical record access. Focus on clear content, seamless navigation, and reducing the number of steps required to complete transactions. Learn from digital leaders in other industries, such as banking, where user experience is a top driver of satisfaction.
Leverage data (with patient consent) to deliver personalized communications, reminders, and recommendations. Use loyalty programs and tailored offers to incentivize engagement and reward healthy behaviors. Ensure that personalization is meaningful and respects patient privacy.
Create a truly omnichannel experience by integrating digital and in-person touchpoints. For example, enable patients to schedule in-person visits through digital channels, receive follow-up care instructions online, and access support across all stages of their care journey.
Be clear about how patient data is collected, used, and protected. Offer patients control over their data, including the ability to opt in or out of data sharing and to delete their information at any time. Communicate the value exchange—how sharing data can lead to better, more personalized care.
Design digital solutions that are inclusive for all age groups and abilities. Provide support and education for those less comfortable with technology, and ensure that critical services remain accessible through both digital and traditional channels.
Regularly gather feedback from patients to identify pain points and opportunities for improvement. Use data-driven insights to refine digital and in-person experiences, and benchmark progress against industry leaders.
Closing the customer experience gap in healthcare is not just a technological challenge—it’s a strategic imperative. By putting patients at the center, building trust, and delivering seamless, personalized experiences, healthcare organizations can improve satisfaction, drive loyalty, and ultimately achieve better health outcomes. Publicis Sapient partners with healthcare leaders to design and implement these transformative solutions, helping organizations bridge the divide and realize the full potential of digital health.
Ready to reimagine your healthcare experience? Connect with Publicis Sapient’s experts to start your transformation journey.