The Patient Experience

Content about The Patient Experience

Creating a patient experience in your practice can be easy. The content on this page gives you ideas about how to create and improve the patient experience in your practice.

What is the Patient Experience?

This question might seem basic. It is. And still, I am amazed at how many times it is obvious to me that a physician's practice is focused on what is best for them instead of the patient.

For example, when the content on the homepage of your website is all about you, why you’re the best, and your “policies and procedures,” you’ve lost. Patients come to your website for their reasons, not yours.

How Important is Clear Messaging in the Patient Experience?

If it’s not clear on the homepage of your website whom you seek to serve and what you offer, you’ve lost. Again.

In mid-2020, I did an analysis of more than 250 ophthalmology websites for 8 criteria of user experience. The results were surprising, and soon I’ll be publishing a white paper on what I learned. (Fill out the form at the bottom of this page to get my latest ideas for helping prospects and patients feel special and get notified when the new PDF is released.)

The trends from my research were so impactful to me, that I became a StoryBrand Certified Guide to help practices create clear messaging throughout their patient experience and journey. I wrote about becoming a StoryBrand Guide here. And if you’d like to read “StoryBrand” by Donald Miller to learn more, you may get it on Amazon here. (Affiliate Link)

How Might You Become a Patient Experience Focused Practice?

This is a beautiful question! What I mean is, saying you are patient experience focused is easy. Doing it, on the other hand, is trickier.

The good news is, if you’re asking yourself this question, you’re on your way.

Here Are Three Steps to Becoming a Patient Experience Focused Practice

Step One

Read the book “The Experience Economy: Work is Theatre and Every Business is a Stage” by Pine and Gilmore. (Affiliate Link) Preparing for the next step, buy a few copies.

Step Two in Becoming Patient Experience Focused

Create a Team of People in Your Practice - A Patient Experience Task Force! Doing this will change everything because you get buy-in from your team. And don’t assign people, ask for volunteers.

Give the team autonomy and authority. This way, they will feel empowered to have an impact on what is about to happen next.

Step Three

Audit. Everything.

This is the most important step to begin your transformation. The team must critically evaluate everything in the practice relating to the patient experience in their journey while getting care from your practice.

When your team puts all of this together, feels empowered to enact change, you’re on your way to a successful transformation to a patient experience focused practice. You don’t have to do it all at once, and this step helps your team develop a roadmap for how you might accomplish your objective.

In Conclusion

Writing about the patient experience, and experiences, in general, is one of my passions. My hope is that it becomes one of yours, too. And if you believe you don’t need to think abbot the patient experience in your practice because it’s someone else’s job, why not give it a try?

There are lots of facets to the exploration of the patient experience n your practice. I’ll continue to create content on this page to help you with understanding the patient experience in your practice. So that means you will want to stop back often to see what’s new!

If you’d like a free pdf that I put together about how to make your customers and prospects feel special, fill out the form below. Or, if you’d like to schedule a time to discuss something you’re working on, email me at

Good luck designing and creating the patient experience in your practice! 

Athletic Greens – Marketing Process

By Joel Gaslin | June 17, 2018 |

Marketing and process are words seldom written together. Athletic Greens uses a planned marketing process and it shows in their product and customer experience. I struggle with process sometimes – think avoiding rigidity! In this post, you’ll learn about a marketing process employed by Athletic Greens that is simple, effective and easy enough for anyone to follow. At…

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How a Nifty Nashville Startup is Rocking the Cataract Surgery Patient Experience

By Joel Gaslin | January 28, 2018 |

The cataract surgery patient experience in many practices is broken. Couple this with a commercial process that asks a person to make a high-value decision at the same time they learn they need surgery and you may agree that something must change. What’s great is a Nashville start-up, Surgiorithm, is just what doctor’s need! How…

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Musings of a year of Content Marketing, Podcasting and Growth – Goodbye 2017 and Hello 2018!

By Joel Gaslin | January 7, 2018 |

Creating a 2017 review of content marketing and 2018 aspirations story is difficult and risky. It’s difficult because a look back at what happened with content marketing over any period can be frustrating, exciting, and excruciating all at the same time. Risky because as Zig Ziglar once wrote, “If it’s a give-up goal, tell everyone.…

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How I Posted a New Facebook Profile Picture and Embarrassed Myself…

By Joel Gaslin | November 23, 2017 |

Embarrassing my kids by my actions is an activity I’ve enjoyed for many years. Not intentionally, it just happens as a father. At least, to me. Yesterday, though,  embarrassing myself on Facebook by updating my profile and cover photos was a new experience for me. I think my idea was okay. It just so many…

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With all of the nifty tools for communication, why is it so hard?

By Joel Gaslin | March 21, 2017 |

Communication is what drives everything. Communication can make life more fun to live and difficult situations easier to solve. With all of the technology today, why is communication so hard? I don’t think it’s because of a lack of effort. Is it like John Lennon said, “Everyone’s talking so no one is listening?” A Generational Thing?…

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Impartio Books – Smart Tribes

By Joel Gaslin | June 5, 2015 |

Book number two was dropped at Minneapolis-St. Paul Airport at gate 19 before a flight to Orlando on Wednesday, June 3, 2015 at around noon. Smart Tribes is an excellent book and I hope whoever finds it enjoys reading it as much as I did. The number of on the book is JWGMN-2 and it…

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Impartio Books Program – The first placement!

By Joel Gaslin | May 16, 2015 |

The Impartio Books Program has been officially launched at the Minneapolis St. Paul airport at Gate G14 on Wednesday, May 13, 2015. I have no idea where this program will end up and the feeling of a “message-in-a-bottle” is what I have. (Update 01-17-2021 – This program failed) The first book left is a book…

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#MELiveAustin Inaugural Event a Success

By Joel Gaslin | November 23, 2014 |

Starting anything from scratch is difficult. It always costs twice as much and takes double the expected time. The thought of bootstrapping a new meeting in the field of ophthalmology pretty much blows my mind. The past weekend, in Austin, Texas, a group of like-minded ophthalmic surgeons, industry personnel and Bryn-Mawr Communications got together to…

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