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Through the Patient's Eyes: Understanding and Promoting Patient-Centered Care
As baby boomers force the health care sector to embrace customer service, patient-centered care will become a priority. Learn what providers can do to enhance the patient's experience.

Baby boomers have always resisted conforming and approached the world on their own terms, seeking independence and understanding. Now nearing their senior years – the leading-edge boomers begin turning sixty in less than a year – they will come increasingly to dominate the health care industry and to influence how it delivers service to patients. Numerous surveys have shown that, to no one's surprise, baby boomers demand more of their health care providers. They want customer service, as it exists in the retail world, to play a bigger part in medical care. They look at their doctor as more peer than authority, and seek a cooperative, communicative relationship with doctors. They are more than willing to question professional opinions.

Health care professionals not aware of these preferences soon will be, since senior baby boomers in search of quality care will soon make up the majority of individuals in the waiting room. Smart health care professionals and industry business leaders are already hard at work figuring out how they can appeal to the tastes and care requirements of tomorrow's seniors. Those that can successfully adapt to health care's changing landscape and embrace patient-centered care will excel providing care to senior baby boomers.

In Through the Patient's Eyes: Understanding and Promoting Patient-Centered Care, contributors associated with the Pickering/Commonwealth Program for Patient-Centered Care in New York
take an empathetic look at the patient's experience of medical care. This perspective will surely be an eye-opener to many doctors and nurses, who have naturally become so inured to the hospital or clinic environment that they can hardly conceptualize the patient's view of things. It's also a good reminder to business professionals, marketers and advertisers working in the health sphere: experiences of medical treatment are powerful and messages that companies send to patients have to match these experiences.

Based solidly in research, the book gives readers a reliable picture of patients' needs and models that can meet those needs more humanely. Find out why some hospitals prove more patient-friendly than others; how physicians can play their part in ensuring patient-centered, quality care; how the caring principles of patient-centered practice can be codified in health care regulations. The contributors successfully show us how providers, by becoming more cognizant of patient perspectives, can offer services that give the patient a more positive experience in every way.

It will be of importance to anyone involved in the health care industry, and very much so those working at a marketing or public relations level. Increasingly, as the baby boomers need more often to avail of quality medical care, companies and providers who can convey a grounded ethic of patient-orientation will win out. Tomorrow's leaders in the health care industry will see through the patient's eyes both in practice and in marketing.

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