Image by Here and Now from Pixabay, Sooner or later, the COVID-10 pandemic will eventually move to the endemic phase. While COVID surges and new variants require continued vigilance and preventive measures, the impacts to the current patient experience are profound and lasting. It is not too early to begin thinking and planning for an endemic patient experience in 2022. As hospitals develop their business and marketing plans for an endemic world, special attention needs to be paid to the patient experience. Image by Alexandra Koch from Pixabay. A changed “normal” healthcare experience is in place with patients choosing and accessing healthcare services in new ways. Change is never easy and sometimes unrecognizable. Providers now live in a world where the patient exercises far more control in the selection process of the healthcare services they choose, the method of access, and delivery. Hospitals have had to engage more closely and meaningfully with patients, families, and the commun...