By Jon Warner, December 3, 2023
We hear a lot these days about ‘engagement’ and ‘activation’ of customers, when dealing with any organization in practically every industry and sector. This is increasingly the case in Health and Healthcare organizations where the two words used perhaps most often are ‘Patient engagement’ and ‘Patient activation’. We prefer to use the word ‘citizen’ rather than patient here as it allows us to consider both wellness interventions - as well as care when people fall ill. Citizen/patient engagement and activation are two terms that are often used interchangeably in healthcare circles, but they actually have very different meanings.
Engagement
Citizen/patient engagement is the process of actively involving patients in their own care, especially when utilizing technology such as web site information or health ‘apps’. This can include things like inviting individuals to ask questions more often, share or disclose information that might be useful to a treatment path, or being asked intelligently and frequently to make personal decisions (where wanted) about their care.
Effective citizen/patient engagement is important because it can lead to several clear benefits, including:
Improved citizen/patient outcomes
Reduced costs
Increased citizen/patient satisfaction
Improved citizen/patient safety
Activation
Citizen/patient activation is the process of empowering individuals to take control of their own health over the medium to long term. It is based on the idea that people are more likely to be successful in managing their personal health if they are actively involved in the early care process and appreciate what it takes to recover well and stay healthy. Citizen/patient activation can be greatly improved through well-designed education, support, and empowerment strategies.
Activation is broadly important because it can help citizen/patients to:
Understand their health conditions
Make informed decisions about their care
Manage their own health
Advocate for themselves
There are a number of steps that healthcare providers and other health organizations can take to promote citizen-patient engagement and activation, including:
Providing citizen/patients with information about their health conditions
Encouraging citizen/patients to ask questions
Empowering citizen/patients to make decisions about their care
Providing citizen/patients with support and resources
Creating a citizen/patient-centered environment, culture and values at all levels
Put simply, citizen/patient engagement and activation are essential components of high-
quality healthcare. By promoting both of these well, healthcare organizations can help
individuals they serve achieve better health outcomes at every phase of their life when wellness side actions or care are needed. Activated patients are more likely to be adherent to their wellness and treatment plans, translating to better health outcomes. Engaged patients are more likely to be satisfied with their care and to have a better, positive experience with the healthcare system.
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