How the Peak-End Rule Impacts the Patient Journey

The peak-end rule is a cognitive bias that explains how we process experiences and store memories of events. Based on a 1993 study by Daniel Kahneman, the peak-end rule determined that regardless of the overall experience, or rather the average of sentiment felt throughout an experience, people categorize an experience as either good or bad based upon only two parts: the peak (or most intense) and the end.

Understanding how this bias impacts patients’ memories can help you to create a better patient experience and improve opinions about your organization that impact patient loyalty and retention. While a positive experience at each point of the patient journey is always the goal, according to the study patients are willing to repeat a negative experience as long as it’s followed by a more positive one. This means there are several opportunities to make a positive impression throughout the patient journey but only one to solidify it as “good” in patients’ memories—

The “End” is always the billing and collections experience.

Since the last point of contact for patients is billing and collections it is essential that this final encounter makes a positive impression. This means if any partners are involved in these activities, they must be chosen with care and take extra measures to ensure respectful and convenient service.

Positive Opportunites During the Patient Journey

Access

Often your website is a critical first impression for your organization. A patient-centric website provides clear information and strategic calls to action. Makes sure all your patient needs to know about your organization and services is just a click away.

Scheduling

Long call wait times are the first obstacle to a positive patient experience when it comes to scheduling. Employing self-service options like online scheduling tools can help to negate this. Making the scheduling process quick and painless should be a priority.

Admissions

A critical step in the patient journey, patients should be given the tools they need to prevent any confusion – whether it’s a clear understanding of what to expect during their visit, what out-of-pocket costs look like or how to access the patient portal.

Treatment

The point of care is typically the most memorable. Nurses and physicians are the faces of your organization, and an empathetic caring touch can create a bond when someone is vulnerable. Communicative, personalized care is key.

Billing at the Time-of-service

A strong foundation for payment expectations and billing transparency established at the time of service results in a more positive billing experience overall. When patients are faced with unanticipated charges loyalty is diminished.

Aftercare Billing & Collections

Aftercare billing and collections are the final step and can sometimes be the most critical step impacting patient loyalty. Convenient account access, respectful empathetic financial services, payment plans, and flexible payment options all add up to a positive patient financial experience.

Part of what sets Professional apart from its competitors is our dedication to positive patient relationships in financial engagement. From ensuring convenient account management through a variety of self-service technologies and omnichannel engagement to the monitoring technologies that allow us to analyze the quality of each patient interaction, our methods not only ensure a positive patient experience, but they improve recovery rates.