The patient journey in healthcare encompasses every stage from the initial awareness of a health issue to diagnosis, treatment, and follow-up care. In Switzerland, general practitioners (GPs) often serve as the first point of contact and play a central role in coordinating this journey, especially within systems that emphasize continuity and collaboration.

To ensure smooth transitions across care settings, hospitals and specialists place increasing importance on maintaining close ties with referring physicians. This strategic relationship-building—known as Referral Marketing—aims to foster trust, streamline communication, and support cohesive, high-quality care for patients moving between providers.

The following sections explore each stage of the patient journey—awareness, consultation and diagnosis, treatment, and follow-up—highlighting the roles of key actors and how well-aligned referral practices contribute to a seamless and patient-centered healthcare experience.

Stage 1: Awareness and Help-Seeking

In the awareness stage, the patient realizes a health issue or need and decides to seek medical help. This could be triggered by symptoms, public health information, or routine screenings. Key actors at this early stage are the patient (and often family) and possibly a general practitioner if the patient already has an established GP. In Switzerland, many adults report that they intend to see a GP for common health problems as a first step. 

Even though it’s possible to consult a specialist directly, the norm is often to contact one’s GP for initial advice or evaluation. The GP’s role here is crucial: they help the patient interpret symptoms and determine if further specialist care is needed. Patients also rely on their personal network or prior knowledge when deciding where to seek care. Notably, when a patient needs hospital-based care, the GP’s recommendation heavily influences the patient’s choice of clinic. 

This is where Zuweisermarketing begins to show its impact. Although the patient at this stage is just recognizing their need, hospitals and specialists have behind the scenes worked to ensure that GPs (the likely advisors) are aware of and confident in their services. For example, Swiss hospitals invest in outreach and relationship-building so that if a patient asks, “Where should I go for this problem?”, the GP is equipped to recommend their facility with confidence. A trusting relationship between GPs and specialist providers means the patient enters the next stage with guidance towards high-quality care.

Stage 2: Consultation and Diagnosis

The diagnosis stage begins as the patient seeks a formal medical evaluation. This typically involves a consultation with a general practitioner (Hausarzt) or, depending on the healthcare model and the patient's condition, a direct visit to a specialist. The GP plays a pivotal role at this stage—conducting initial assessments, making preliminary diagnoses, and determining whether further specialist evaluation is necessary.

General practitioners often act as coordinators of care, distinguishing between cases that can be managed in primary care and those requiring specialist attention. In cases where referral is necessary, the efficiency and clarity of this handoff are critical. Clear pathways and well-functioning interfaces between GPs and specialists ensure that the patient transitions smoothly between providers without unnecessary delays or duplicated investigations.

Hospitals and specialty clinics that support referring physicians with responsive communication channels—such as dedicated contact points or digital platforms—make it easier to arrange timely follow-ups and transmit relevant information. These systems allow for faster appointment scheduling and case discussions, which benefits the patient by accelerating access to needed diagnostics and care.

An important aspect of this stage is maintaining continuity and transparency. Ideally, the referring GP remains informed about diagnostic findings and next steps through structured feedback channels. Some healthcare institutions now provide digital access to patient records, test results, and appointment updates, ensuring that primary care providers stay in the loop. This not only supports quicker diagnoses but also strengthens the trust between patient, GP, and specialist.

From the patient’s perspective, the experience during this stage improves significantly when all medical actors are in sync. Prompt communication, short waiting times, and shared access to diagnostic data reduce uncertainty and stress—leading to a more coordinated and reassuring journey through the healthcare system.

Stage 3: Treatment (Specialist and Hospital Care)

With a confirmed diagnosis, the patient enters the treatment phase, which may involve specialist procedures, surgery, or inpatient care. At this point, the primary actors include specialist physicians, hospital or clinic staff such as nurses and technicians, and of course the patient and their family. While the general practitioner typically steps back from active involvement during this stage, they remain a vital part of the broader care continuum—ready to support the patient again during recovery and long-term follow-up.

Smooth transitions between primary and specialist care are essential to ensure treatment is well-integrated into the patient’s overall health journey. For example, when a patient is admitted—whether for planned surgery or an emergency procedure—it is important that their GP is kept informed of key developments. Timely updates about admissions, procedures, and discharge plans help ensure that the GP is prepared to resume care without gaps once the patient leaves the hospital.

A thoughtful discharge process includes comprehensive documentation outlining the treatments performed, medications prescribed, and recommended follow-up steps. This not only benefits the GP but reassures the patient that their care will continue seamlessly. When hospitals maintain clear communication with referring physicians, the patient is less likely to feel lost between care settings—and more likely to experience a smooth, coordinated recovery.

Effective collaboration also helps build long-term trust between providers. When general practitioners know their patients will receive high-quality medical care and respectful service, they are more likely to feel confident in recommending those hospitals again. Informal gestures like offering specialists for consultative calls or welcoming input from the referring physician reinforce a sense of shared responsibility for the patient’s outcome.

Ultimately, the treatment stage involves more than just the interaction between patient and specialist. It requires a network of aligned professionals who work together to guide the patient through critical phases of care. Open channels of communication, mutual respect among providers, and a commitment to continuity help ensure better outcomes, shorter recovery times, and a more cohesive experience for the patient.

Stage 4: Follow-Up and Continuity of Care

After acute treatment, the patient enters the follow-up stage, which involves ongoing care, rehabilitation, or monitoring to prevent relapse and promote full recovery. In this phase the patient reconnects with the general practitioner for routine follow-ups, medication management, and overall health supervision. Depending on the condition, specialists may also conduct follow-up consultations (e.g. periodic oncology check-ups or physiotherapy sessions after surgery). Hospitals might have outpatient follow-up programs for certain treatments, but typically the goal is to hand the patient back to community care for long-term management.

To do so effectively, GPs require a clear understanding of the interventions and outcomes from the specialist or hospital phase. Well-prepared discharge summaries, care plans, and timely communication are vital to equip the GP for seamless continuation of care.

In many Swiss healthcare settings, this transfer of information is now streamlined through digital solutions. Some hospitals, for example, offer secure online portals where general practitioners can access reports, test results, and follow-up recommendations immediately after a patient is discharged. This proactive sharing of information allows GPs to anticipate patient needs, rather than react to them, and ensures that the first post-treatment visit is meaningful and well-informed.

Patient satisfaction during follow-up is greatly enhanced when care is well-coordinated. The patient experiences a seamless transition: the GP already knows their hospital course and can reassure them about what to expect next. There is no need for the patient to act as a messenger between doctors, since communication flows through established channels. 

Should complications arise during recovery, strong provider collaboration ensures swift responses. GPs can consult with treating specialists or arrange follow-up evaluations without delay, often through established direct channels. Many Swiss hospitals promote this accessibility by maintaining open lines of contact for both patients and referring doctors, reinforcing the sense that care doesn’t end at discharge—it simply shifts settings.

From First Contact to Follow-Up: Making the Patient Journey Whole

A well-orchestrated patient journey depends on smooth coordination between all actors—from the initial recognition of symptoms to diagnosis, treatment, and long-term follow-up. In the Swiss healthcare system, general practitioners play a central role in ensuring continuity, while hospitals and specialists contribute by maintaining open communication and collaborative practices. When referral pathways are streamlined and trust between providers is strong, patients benefit from faster diagnoses, safer transitions, and more personalized care.

As healthcare continues to evolve, strategic collaboration—supported by thoughtful referral practices—will remain essential to delivering high-quality outcomes. For healthcare professionals and institutions looking to deepen their expertise in referral management and integrated care, just-medical! is your go-to source. From the latest insights in referral marketing to trends in digital health, continuing education, and physician engagement, just-medical! provides the knowledge and tools to help you navigate—and shape—the future of connected care.