Importance of Services – Appropriate Product Selection in Public Healthcare
The purpose of this master’s thesis was to examine the customer journey of ostomy patients within the Finnish healthcare system and to assess its economic significance. The study applied the customer journey and service blueprint methods commonly used in service design to identify the critical stages of the customer journey, the visible and invisible processes involved, and the challenges that influence the patient experience.
Ostomy surgery represents a major life change, and patients require continuous information, support and guidance throughout the entire customer journey. The role of the Stoma Care Nurse is essential in selecting an appropriate ostomy product and in preventing complications, both of which have a direct impact on the patient’s quality of life and on healthcare costs.
Previous research indicates that individually selected ostomy product and timely guidance reduce both direct and indirect healthcare costs. Based on the qualitative data, a customer journey was developed to illustrate how prevention, appropriate product selection and structured guidance can improve the quality of care and generate substantial savings for public healthcare. The study successfully addressed the research questions, which focused on identifying potential pain points in the customer journey and analysing their cost implications. The key findings highlighted the importance of adequate support and information, the central role of the Stoma Care Nurse and the significance of correct product selection in preventing complications. Leakage and related peristomal skin complications were identified as the most common complications among ostomy patients, underscoring the need for systematic preventive measures. Strengthening preventive practices can substantially influence both healthcare expenditure and patient quality of life.
Comprehensive cost data on ostomy care in Finland are currently lacking, making it impossible to calculate precise national cost estimates. However, international studies support the findings of this thesis. Increasing cost‑saving pressures in public healthcare are also reflected in the everyday lives of ostomy patients. Reductions in services, centralisation of care and limited staffing resources significantly affect patients’ access to individualised support. Further research is particularly needed on the total costs of ostomy care in Finland. Current discussions often focus solely on the unit prices of ostomy products, although a broader perspective is required to understand the overall cost impact. Both direct costs, such as healthcare service use, and indirect costs, such as prolonged sick leave and potential early retirement, should be considered. For ostomy patients, cost‑saving measures are not an abstract budgetary issue but a concrete factor influencing trust in healthcare, perceived safety, the ability to maintain an active daily life and the capacity to manage ostomy care independently.
Thesis in Theseus: https://urn.fi/URN:NBN:fi:amk-201705188908
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