Patient Experience (PX) and Customer Experience (CX) are terms that describe how people interact with services, but they focus on very different aspects. In this article, I want to help define their differences, and share tools and qualitative research platforms that can help you build an accurate journey for patients and healthcare providers (HCPs).
First, What Is CX?
Customer Experience (CX) is all about the relationship a customer has with a business. It’s about making every interaction—from browsing a website to talking to customer service—smooth and enjoyable. A great CX makes customers feel understood and valued.
I conduct research and performance analyses to understand what customers want at every stage of their journey. I use tools like customer personas and journey maps to chart out their needs—from the first time they hear about a brand to the moment they become loyal advocates (you know, the ones who rave about their favorite products without being asked). It’s part science, part storytelling, and it always starts with quality research and reliable participant pools.
What Is PX? Is It Different from CX?
Patient Experience (PX), on the other hand, is about a patient’s journey within the healthcare system—a more complex and emotionally charged experience involving multiple stakeholders, like caregivers and healthcare providers. Unlike CX, which focuses on the customer’s direct interactions with a business, PX zooms out to include the broader context of a patient’s life.
Think about the caregiver who helps with appointments, the intake nurse checking them in, the primary care physician crafting a care plan, the specialist fine-tuning the treatment, and even the admin staff scheduling follow-ups. PX touches all these layers, and it also factors in the emotional, social, and logistical hurdles that impact everyone involved—not just the patient.
Developing high-quality PX strategies is no small feat. Healthcare research comes with significant challenges—privacy regulations like HIPAA, strict data governance for protected health information (PHI), and the sensitive nature of asking patients about their experiences with serious conditions. PX research requires empathy, sensitivity, and a commitment to creating strategies that genuinely make a difference. And while it’s complex, it’s also incredibly rewarding.
Research Methods to Understand PX
Understanding PX requires more than surface-level research. It presents unique challenges, but also opportunities to uncover meaningful insights. Here are three approaches that provide deeper understanding:
Ethnographic Studies: Spend time observing patients in their daily lives. You’ll uncover insights about their routines, struggles, and triumphs that no survey could reveal.
Journey Mapping Workshops: Get patients, caregivers, and providers in the same room to collaboratively map out the highs, lows, and gaps in their journeys.
Longitudinal Research: Follow patients over months or years to see how their experiences evolve and what support they need most.
Tools and Platforms for PX Research
To do PX research right, you need tools that are designed for the unique challenges of healthcare. Over the years, I’ve used a variety of research platforms to uncover meaningful insights to develop both PX and CX strategies. Some stand out for their ability to handle sensitive healthcare data while facilitating qualitative research methods like interviews and focus groups. Here’s my take on four platforms for PX research I’ve found valuable:
1. Qualtrics
My Experience: Qualtrics is a robust platform for running large-scale surveys or managing patient voice-of-customer (VOC) programs. Its advanced data analysis tools make it great for uncovering trends in patient feedback.
Best For: Longitudinal studies and VOC programs that require detailed data segmentation.
Why I Like It: The platform’s compliance with healthcare regulations, like HIPAA, ensures patient data is handled securely, which is essential for sensitive PX research.
2. SurveySparrow
My Experience: SurveySparrow excels at creating conversational surveys, which can make patients feel more comfortable sharing personal insights. It’s user-friendly and adaptable for a range of healthcare contexts.
Best For: Collecting patient feedback in a more engaging, conversational manner.
Why I Like It: Its intuitive interface and secure data handling make it a great choice for smaller-scale studies where patient comfort is key.
3. Indeemo
My Experience: Indeemo is my go-to for ethnographic research. Patients use video diaries to document their daily lives, providing a window into their experiences that static surveys just can’t capture.
Best For: Ethnographic studies where understanding day-to-day patient routines is critical.
Why I Like It: Indeemo’s HIPAA compliance ensures sensitive data is protected, and its video-based approach offers unparalleled depth.
4. Dovetail
My Experience: Dovetail is a powerful tool for managing qualitative data, from interviews to focus groups. It’s particularly useful for synthesizing insights and identifying patterns across multiple research methods.
Best For: Organizing and analyzing qualitative research data from multiple sources.
Why I Like It: It’s an all-in-one platform that makes it easy to track insights while staying compliant with healthcare privacy standards.
CRO Tools for PX Research
In addition to qualitative research platforms, conversion rate optimization (CRO) tools can be a game-changer for PX strategies. They streamline data collection and make it easier to test patient-facing interfaces, ensuring they’re both functional and user-friendly. Having developed content on both of these platforms, I can confidently share how they can help elevate PX research efforts:
1. Instapage
My Experience: Instapage is fantastic for creating and testing landing pages tailored to patient needs. While primarily a CRO tool, it can store patient data securely when you request HIPAA compliance.
Best For: A/B testing landing pages to improve patient engagement and gathering quick feedback.
Why I Like It: Its customization options and ability to ensure data security make it a great addition to PX research.
2. Unbounce
My Experience: Unbounce simplifies the creation of user-friendly pages for surveys or patient education. Like Instapage, it offers HIPAA compliance if you request it.
Best For: Testing patient-facing digital experiences and driving engagement.
Why I Like It: The drag-and-drop interface is easy to use, and its ability to handle secure data makes it suitable for healthcare applications.
Reaching Healthcare Providers (HCPs)Tools and Platforms for HCP Research
Reaching healthcare providers can be challenging due to their busy schedules, but the right tools can make it easier. Here are three platforms I’ve found effective:
1. RefM3 Global Research
My Experience: M3 is excellent for connecting with a broad range of HCPs. Their database is extensive, making it easy to find participants across specialties and geographies.
Best For: Recruiting HCPs for interviews and focus groups.
Why I Like It: M3’s verification process ensures you’re working with legitimate professionals, saving time and boosting study credibility.
2. SERMO
My Experience: SERMO is like a social network for physicians. It’s ideal for quick feedback through surveys or open discussions.
Best For: Gathering insights on trends, challenges, or barriers in patient care.
Why I Like It: It’s a trusted platform within the HCP community, which makes participants more likely to engage.
3. Zoom for Healthcare
My Experience: When I need flexibility, Zoom for Healthcare is my top choice. It’s perfect for remote interviews.
Best For: Conducting in-depth interviews with HCPs who have tight schedules.
Why I Like It: Its HIPAA compliance and user-friendly interface make remote research both secure and effective.
Final Thoughts
PX and CX might share a focus on journeys, but PX is its own world—one that requires curiosity, empathy, and a commitment to truly understanding the patient’s perspective. In my work, I’ve seen how PX can transform not only patient outcomes but also the way healthcare teams collaborate and communicate. By using the right tools and methods, we can uncover insights that make a difference not just for patients, but for everyone involved in their care.
If you’re new to PX, I hope this guide has given you a helpful starting point. And if you’re a potential employer or collaborator, I hope it demonstrates my passion for making patient-centered care better, one insight at a time.