The debate about whether a patient should be treated like a consumer is one that’s been going on for a long time. In the late 1990s it was argued that the UK’s NHS needed to embrace the idea that a patient is a consumer of its services. A report in the International Journal of Social Economics in 1999 was horrified. The author argued that using the term ‘consumer’ reduced the patient to ‘a passive customer of pre-packaged healthcare.’ He argued that, instead, the patient should be viewed as partner in a ‘continuing process of inquiry.’ But the NHS’s own Patient Experience e-book, published in 2013, began with the sentences, ‘Imagine an NHS service that starts with the patient – a service that listens to patient and family needs, and then utilises the skills and expertise of both the clinician and patient to design the experience to meet these needs. That’s what using patient experience information is all about.”
And that’s true. But in a world where the NHS, as well as all other healthcare organisations, are under constant stresses, the ideal patient experience is proving hard to deliver. The first report focused on the fact that patients are always on a journey which should be rich in information and personal contact. It should also give them the opportunity to be part of the decisions made by the healthcare professionals and the organisations they work for.
Part of the hostility to the idea of treating a patient like a consumer was the perceived link of ‘commodifying’ healthcare to the very different healthcare system of the United States. There it’s taken for granted that healthcare is more consumer driven. At least, that’s what we think is the case. But it was only a few years ago that research by brand experience specialists, Siegal & Gale, found that healthcare, which is the fifth biggest industry in the US, came last out of 25 industries for ‘simplicity of experience.’ The author of the report came to the opposite conclusion to the economist; “We need to stop using the word ‘patient’ and replace it with… ‘health consumer.’”