Humanization of the health care

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The brand in the health care: one starts from the humanization of the cares.
In the western world we are experiencing in many levels, after the hyper-industrial period, that man is not like the machine that he drives or uses at work, but is a body, a mind and almost for everyone is also a spirit ( soul or consciousness or whatever is your idea).
One of the areas where we are doing admirable efforts towards this idea, although it must be said, unfortunately, too late, is the health care system. I do not speak of the health care system of one or another nation, but I speak of health in general, the sector globally, which, among other things, as happens in the world of insurance, has all brands very similar between them, so we did not notice one that behaved much better than others.
Before talking about the brands we have to give a couple of notions and understand what we’re getting in terms of branding.
The relationship is between the humanization of the cares with the brands of hospital clinics (public or private).
Not being doctors, we present the initial description of the program of compassionate care made and placed on the site of Agenas (National Agency for Regional Health Services) that says:
“For humanization it meant that process where you have to put the patient at the center of care; this concept marks the transition from a conception of the patient as a mere carrier of a disease, to a person with his feelings, his knowledge, his beliefs with respect to their health. It can then point out that the process of humanization consists essentially in bringing in the center the man with his experience of illness and his/her past”, this is a definition of humanization in the medical literature.
The theme of the humanization was included for the first time in the Pact for Health 2014-2016 where it is stated that “in respect of the centrality of the person as a whole physical, psychological and social, Regions and Autonomous Provinces are committed to implement interventions of humanization in health care, involving aspects structural, organizational and relational of the assistance “and prepares an annual program of compassionate care that includes the definition of an activity scheme for staff training and project work in the field of organizational change aimed primarily Area criticism, Pediatrics, Communication, Oncology, Home care.
The writing text is reported here from an agency of the Italian Republic, but we say that the idea that they can extrapolate is shared by everyone in the world.
The man is not a machine to be repaired, a sick man in the body, has consequences in the sphere psychological, emotional, relational and sentimental, there is a set of things that must be considered during the period of illness.
In this idea of the patient, it inserts a different type of treatment during the illness which consists in practice of humoral relief for the period that this person passes into the clinical structure.
A clinical facility that today, in the most evolved realities aims to become a “hospital without pain”, where, if earlier it were used only chemical treatments to reduce the pain body, it begin to understand that reducing the psychic and emotional pain have equal importance and it can not be treated chemically.
In this way, the first activity to do is to call in the associations of citizens within the health care facility in order to understand thanks to their advice and interventions which ones are the areas needed intervention and how to manage the patient to increase the threshold of tolerance of the illness and the length of stay.
Us however, being our occupation about companies, we must speak also of other factors, which frame the health care system as an economic system, which must be solid, effective and that as in all areas is created by companies and brands that are competing apparent between them.
Health care systems are among the sectors with the most turnover in the world. The United States is the country that spends more on health care, we are talking about 2.7 trillion dollars a year (2015), 18% of GDP in 2012 and is estimated to come to 20% in 2020.
In Italy, where the public health system is considered one of the best, for cost and services offered to the public, however, sees an inexorable loss of users in favor of the private sector, mainly because of the expectations and the increased price of the tickets of public hospitals.
Today, despite the public health sector covering all services and all the territory, for a public spending that exceeds 111 billion, which invests nearly 9% of GDP in health, we see that private companies have come to a share of market value 30 billion, with 600 companies operating.
Overall in all OECD countries, the percentage of GDP invested in health care grew by 1%, coming over two and a half percentage points of average thanks to huge investments that are making by the Asian and South America countries that are arriving in spend up to 25% more year-on-year on the national health sector.
In this scenario, the brander worldwide, managers and owners must see clear three things:
-1 The private market will always have more space, for its ability to be efficiently and this will require greater diversification, both structural, specializing in treatments for specific patients, both of branding to avoid ending up among the thousands of white sheep;
2- the increased spending will see more and more investors seek to do business in the world of health and in this, aside from the quality of the clinical facility that obviously has to be high, the quality and capacity of the communication “users oriented” will become a key asset for the economic well-being of the structure;
3- the clients/patients will reward the brand that, unlike today that are all very sterile, cold and based on style “laboratory”, will give psychological and emotional warmth to the patient, starting from the communication of themselves and giving all attention to the patient who is also the customer.
Today more than ever attention to the patient becomes crucial, both to satisfy the sacred Hippocratic oath, but also because today’s healthcare organizations are reviewed online as all the others.

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