2025.11.25
III. The Current State of Patient Experience (CX)
Being Overlooked in Japan
The Importance and Challenges of Improving
Patient Experience (CX) in Japanese Healthcare
◆The Current Situation Where Patient Experience (CX) Is Often Overlooked in Japan
While “Patient Centricity” is gaining global attention as a key healthcare trend, Japan faces the challenge that the perspective of patient experience (CX: Customer Experience) has not yet been sufficiently integrated. In Western countries, CX is emphasized as one of the key indicators to evaluate healthcare quality and is deeply embedded in policy design and healthcare delivery. In contrast, Japan lags behind in the introduction and practical implementation of CX.
Why then is the CX perspective often put on the back burner in Japan? Several challenges exist in terms of system, culture, and awareness.
Why then is the CX perspective often put on the back burner in Japan? Several challenges exist in terms of system, culture, and awareness.
◆Challenges in Improving Patient Experience in Japan
1. Structural Constraints of the Healthcare System
Japan’s healthcare system is highly regarded for enabling all citizens to receive care under universal insurance. However, its fee-for-service reimbursement system does not adequately reflect the quality of care or patient satisfaction. Healthcare professionals often lack sufficient time for each patient, and there are few incentives to engage in dialogue or improve the value of patient experience.
2. Cultural Norms of “Entrusting Care to Physicians”
In Japan, the mindset that “leaving decisions to the doctor is best” is deeply rooted, and the culture of patients actively participating in treatment decisions and choices has yet to become widespread. Consequently, healthcare providers often do not feel the necessity to focus on CX, making it difficult for patient voices to be placed at the center of care.
3. Lag in Data Visualization and Utilization in their CX models
In Western countries, the use of patient satisfaction surveys and indicators such as NPS (Net Promoter Score) to quantitatively measure CX and improve healthcare quality is increasing. Meanwhile, in Japan, data collection and utilization remain limited, and a system to quantitatively evaluate and improve CX is not well established. Because information on patient experience is “invisible,” improvement efforts tend to be deprioritized.
4. A Product-Centric Focus displaying a weak Role of Patient Experience
in the Pharmaceutical Industry
In the pharmaceutical sector, there’s a global movement toward designing treatments that consider the full patient journey, it is not just the drug itself. But in Japan, pharma companies are still largely focused on physician-centered marketing, with limited engagement in understanding patient needs and experiences. The lack of structured frameworks for collecting patient input means that opportunities to enhance the overall care experience remain untapped.
5. Nurse Shortage and Stress Issues in Healthcare Settings
In recent years, the chronic shortage of nurses in healthcare settings has become a serious problem. Key factors behind this include excessive workloads and mental stress, which lead to nurse turnover and leaves of absence, negatively impacting patient care and the improvement of customer experience (CX). Creating a work environment where nurses can maintain both physical and mental health is essential for enhancing the quality of patient experience and ensuring the sustainability of healthcare.
Despite its advanced healthcare infrastructure, Japan continues to place the patient experience on the back burner. But to truly achieve patient-centered care, Japan must move beyond traditional, top-down models of healthcare delivery. It will require a cultural and systemic shift, which is one that acknowledges CX as a fundamental component of quality care. The time has come to reimagine healthcare in Japan through the eyes of the patient and start building systems that genuinely listen, respond, and evolve based on what patients need and feel.
In the pharmaceutical sector, there’s a global movement toward designing treatments that consider the full patient journey, it is not just the drug itself. But in Japan, pharma companies are still largely focused on physician-centered marketing, with limited engagement in understanding patient needs and experiences. The lack of structured frameworks for collecting patient input means that opportunities to enhance the overall care experience remain untapped.
◆Why Improving CX in Hospitals Can Transform
the Quality of Healthcare as a Whole
“Good healthcare” does not simply mean having advanced medical technology or equipment. True “high-quality healthcare” is realized only when patients feel safe, satisfied, and able to trust the care they receive. At the core of this is the patient experience (CX: Customer Experience) within hospitals. When we talk about “high-quality healthcare,” many people immediately think of advanced medical technology or skilled procedures. However, true healthcare quality is only achieved when patients feel safe, respected, and confident in their care. At the heart of this lies the patient experience in hospitals known as CX (Customer Experience).
As the global movement toward Patient Centricity accelerates, especially in Western countries, there's growing recognition that improving CX at the hospital level can directly raise the standard of healthcare on a broader scale. So why does changing hospital CX have such a profound impact on the healthcare system as a whole?
While “Patient Centricity” is gaining global attention as a key healthcare trend, Japan faces the challenge that the perspective of patient experience (CX: Customer Experience) has not yet been sufficiently integrated. In Western countries, CX is emphasized as one of the key indicators to evaluate healthcare quality and is deeply embedded in policy design and healthcare delivery. In contrast, Japan lags behind in the introduction and practical implementation of CX.
Why then is the CX perspective often put on the back burner in Japan? Several challenges exist in terms of system, culture, and awareness.
While “Patient Centricity” is gaining global attention as a key healthcare trend, Japan faces the challenge that the perspective of patient experience (CX: Customer Experience) has not yet been sufficiently integrated. In Western countries, CX is emphasized as one of the key indicators to evaluate healthcare quality and is deeply embedded in policy design and healthcare delivery. In contrast, Japan lags behind in the introduction and practical implementation of CX.
Why then is the CX perspective often put on the back burner in Japan? Several challenges exist in terms of system, culture, and awareness.
1. Patient Satisfaction Directly Affects Treatment Outcomes
A positive hospital experience helps patients better understand their condition and treatment plan, leading to higher engagement and improved medication adherence (medication compliance). For example, when doctors and nurses take the time to explain procedures thoroughly and empathetically, patients tend to trust the process and actively participate in their care. Patients who receive thorough explanations from doctors and nurses tend to have a deeper understanding of their illness and treatment, and they approach their treatment plans with more acceptance and proactivity.
Conversely, unresolved anxiety or dissatisfaction can lead to treatment dropouts, poor communication, and overall worse outcomes. In short, enhancing CX is not just about comfort, it’s a core factor in the success of medical interventions.
2. Deepening Trust Between Healthcare Providers and Patients
Improving CX naturally fosters stronger trust and communication between patients and healthcare professionals. When patients feel heard and respected, consultations and procedures become smoother, and the risk of errors or misunderstandings decreases.
Moreover, positive feedback and appreciation from patients boost healthcare workers’ morale and job satisfaction, contributing to a healthier and more sustainable work environment.
3. Reduction in Complaints and Increased Operational Efficiency
Better CX reduces the number of patient complaints and misunderstandings, lessening the burden on staff. When non-clinical touchpoints, like reception, billing, and wayfinding are designed with empathy and clarity, unnecessary confusion and repeat interactions decline, this will improve the overall hospital efficiency.
4. Diversification of Healthcare Quality Evaluation Metrics
Traditionally, healthcare quality has been assessed mainly by criteria set by providers, such as clinical outcomes and complication rates. However, worldwide there is a growing movement to evaluate healthcare from the patient’s perspective. Using measures like PREMs (Patient-Reported Experience Measures) and NPS (Net Promoter Score), healthcare quality is increasingly being gauged by patients’ own experiences. Improving hospital CX is a crucial first step in responding to these new evaluation frameworks. Improving CX also helps hospitals respond to these new metrics and become more patient-aligned in their definition of success.
5. Building a Foundation for Sustainable Healthcare Delivery
As aging populations and workforce shortages strain healthcare systems, there’s increasing demand for efficient, sustainable care delivery. Trusting relationships, better adherence, and fewer unnecessary revisits achieved through improved CX to help optimize medical resources and reduce waste.
In this sense, enhancing CX isn’t just a “nice to have” which it’s a critical part of building a stable, future-ready healthcare system. CX improvements can contribute to the overall stability of the healthcare system.
◆Conclusion
Improving hospital CX is not just about hospitality or service quality. It’s about enhancing medical outcomes, empowering healthcare workers, and transforming the entire healthcare system from the ground up.
To achieve truly patient-centered care, we must move from “treating patients” to “engaging with them as human beings.” Rethinking CX in hospitals is the first and most urgent step toward this transformation. What healthcare needs going forward is a shift from “medicine that treats patients” to “medicine that engages with patients.” Now is the time to seriously reconsider hospital CX to realize this vision.
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