Saturday, June 4, 2016, at the Palace of Parliament, Nicolae Balcescu Hall, the “Communication between Doctor and Patient” Session of the Fourth Edition (“Interdisciplinary Perspectives”) of Carol Davila University of Medicine and Pharmacy Congress, Bucharest, took place. Professor Theodor Purcarea, a representative of the Management-Marketing School of the Romanian-American University, made comments on a challenging topic – “Creating the ideal patient experience” – highlighting from the very beginning that creating superior patient experience is a balance of art (including considering the marketing technology landscape to meet the increasing patient expectations) and science (including integrating marketing budgeting, planning and analytics). Patient experience (defined by The Beryl Institute as the sum of all interactions, shaped by an organization’s culture, that influence patient perceptions across the continuum of care) is considered a macro issue, while transforming the patient experience is one of the imperatives of the relevant market, and contextualized patient experience across touch points is one of the priority areas in which patient-obsessed healthcare companies are investing.
The four invited speakers of this panel session were comfortable sharing a wide range of views and approaches, keeping the listeners engaged, while the moderators clearly summarized the panelists’ key findings, and opened the debate to the floor. Discussions were lively, allowing the clarification of questions and concerns. The moderators delivered final remarks, closing a valuable and engaging experience.