Ethnography Is the Path-Maker to Better Care: Paving the Way to a Patient-centric Healthcare Model

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CIARA GREEN
Experientia
LAURA POLAZZI
Experientia
ERIN O’LOUGHLIN
Experientia
VITTORIA TRAVERSO
Experientia

This paper presents a clear and flexible model for understanding the concept of patient-centricity. This model emerged from our own ethnographic work in healthcare contexts, and was tested and strengthened with a literature review and interviews with experts and thought leaders in the healthcare industry. Our model posits that patient-centric care should be Personalized, Hassle-free, Active, Collective and Transparent (PHACT). Hospitals, payers, clinicians, Pharma and MedTech divisions (among others) can use these pillars as a guide to drive their transition to patient-centricity. The underpinning principle for the PHACT model is that ethnographic inquiry is the necessary path-maker for each stakeholder to understand the best ways to implement and maintain these five pillars of patient-centric care in their particular healthcare context.

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