Submitted to :
Submitted by :
Gurpreet Singh Sandhu
Hospitals in their early avatars were places that catered
exclusively o the poor and injured. Patients were treated in
squalor and comfort was unheard of; it was a privilege
reserved only for the rich. These hospitals or alms-houses as
they were better known - were usually appendages of
religious organizations involved in proselytizing and
evangelical activities. Sometime later there was the advent of
charitable hospitals – institutions set-up by business tycoons
and other rich people to sate their moral urges. But a
contemporary hospital is a five-star resort equipped with
state-of-the-art medical facilities and highly qualified staff
committed to provide quality care to the patients. They leave
no stone unturned to cater to the whims and fancies of their
‗Hospital‘, ‗hotel‘, ‗hostel‘ and ‗hospitality‘, all these words
have a similar fount ‗hospes‘, which means ‗host‘ in Latin.
Both, hospitality and healthcare industry aim at satisfying
their guests. To woo new customers and maintain the old
ones, both these industries have to play the role of a ‗gracious
host‘. Patients must feel better in order to get better.
According to Oxford Advanced Learner‘s Dictionary,
Friendly and generous behavior towards guests
Food, drinks or services that are provided by an organization for
guests, customers, etc.
Cassee sees hospitality as: ‗a harmonious mixture of tangible
and intangible components – food, beverages, beds, ambience
and environment, and behavior of staff‘. (1)
More recently, Hepple et al (1990) concluded from their
review of literature that the ‗modern‘ view of hospitality
embraces four distinct characteristics:
1. It is conferred by a host on a guest who is away from home
2. It is interactive, involving the coming together of provider and
3. It is comprised of blend of tangible and intangible factors
4. Host provides for the guest‘s security, physiological and
psychological comfort. (2)
Healthcare and Hospitality, at the first sight they may seem to
be two diametrically diverse industries but a closer look will
reveal the common chord —both aim at customer satisfaction.
And both industries measure this satisfaction in terms of
tangible and intangible components. For instance, a patient has
to ‘feel’ better in order to get better and this part needs the right
ambience as well as the right amenities to be in place.
Healthcare marketing has also grown aggressive in seeking
any possible edge to draw patients to a certain facility. One of
the most recent healthcare hospitality trends involves labor and
delivery units. Many maternity units have revamped their looks
and services to mimic a hotel or spa environment. When
considering where to have a baby, women are now being
wooed by amenities more than medicine.
•Other areas of hospital have also been made more comfortable for patients
and guests. Many hospitals have changed the model of their dining facilities
from a cafeteria to a more restaurant atmosphere. Hospitals are now
required make any additional rooms constructed to be private rooms.
•Amenities are not the only way hospitals are seeking to improve the patient
experience. Employees are being taught to develop a strong sense of
empathy which will enable them to better connect and care for patients and
their families. Feelings, which create an experience, are being taught to be
valued over efficiency.
•But training employees on customer service is just one part of creating a
culture of excellence in a hospital. Building a strong culture of excellent
service takes time, but ultimately results in a better patient experience.
Overall the trend towards a more service oriented, almost hotel like hospital
stay, is a positive one for patients. Numerous studies have indicated the
health benefits associated with massage therapies and stress reduction
techniques like meditation. By bringing these more alternative treatments to
patients in need, outcomes and satisfaction are improved which are
important metrics for hospitals
Hospitals are now taking the phrase 'being hospitable' to
a new level. And who better to turn to than the hospitality
industry itself for assistance.
Having being spurred on by the burgeoning medical
tourism market in India, many hospitals have jumped on
to the 'being hospitable' bandwagon to cash in on the
boom time. The advent of this phenomenon has caused
many hospitals to redefine their quality and service
standards, in particular, the hospitality side of their
business. And it is to meet this need, to spruce up its
hospitality, that many hospitals are turning to the
hospitality industry for expertise to provide its patients
with a wonderful healthcare experience
People come to hospital for all kinds of reasons.
Some experiences are joyful, like the birth of a
baby, while others are difficult, like facing a serious
illness. Many come by choice because this is the
best place to have the treatment they need. And
many literally come by accident. No matter what
brings you to Hospital , everything is done to make
your stay as comfortable as possible. You’ll feel like
the most important person here—because you are.
It’s not easy being away from home.
That’s why we should give the best
possible medical care so patient can get
home soon. Along the way, we should try
to give patient all the comforts of home
that we can. If patient have questions
about his care or something that isn’t
covered here, feel free to ask your nurse
or another staff member.
•Patients demand the best value for their money in terms of
services without much waiting time for registration,
consultation, investigation, treatment and discharge.
•The advent of social media has made it very easy for patients to
comment, gripe and complain in real time—making it harder for
hospitals to stake their reputation on just a few rankings touted
in their ads.
•Money cannot buy health but it can surely reduce the surviving
illness. The focus has shifted to comfort and facilities that would
make it stand out from others.
•Auxiliary Services: For the convenience of the visitors and
attendants, these hospitals have several provisions. For instance,
Max Hospital in Delhi has a provision for supplying food from
reputed food chains within the hospital including Café Xpress,
Café Coffee Day and Subway.
•While the food service is one of the areas witnessing a change, another
important facility at these hospitals is that of housekeeping. Patients
get best of laundry services at their premises.
•Furthermore patients seek more environment-friendly hospitals e.g. the
one with international standards for disposing bio-medical waste or
own sewage treatment plant and facility for water recycling.
•Due to the extremely stringent hygiene norms, the hospital kitchens are
designed with Hazard Analysis & Critical Control Point (HACCP)
certification as a pre-requisite. At the same time, the hospitals will
have comprehensive F&B service facilities to become fully self-
sufficient thereby avoiding any need for the patients' attendants from
•Patients demand for residential elements: Designers no longer have to
build around the technology and more clients are demanding a more
residential feel. The hospital has a connection to nature, such as a
healing garden and leaf motif in the carpeting and ceramic tiles
surrounding the fireplaces "make people feel like they are in a small
hotel or home of a good friend.”
•Special services: The child-patients look for video games and
grown patients for televisions and a collection of favorite books
and magazines so that they just forget the pinch of the recovery
time after the procedures.
•Patient expect someone to guide them while waiting for the
facilities e.g. at registration, OPD block, investigations etc. so his
emotions play a major role in seeking a particular hospital.
•Patients overwhelmingly rate the level of their care higher when
there is good communication between the patient, doctors,
nurses and support staff. By focusing on communication, patient
satisfaction and training, service management system brings
hospitality to healthcare.
• Regular monitoring and assessment of patient satisfaction is
very important. This effort will quantify hospital's performance so
that the quality improvement efforts will be scientifically based
and data-driven. Gathering patient’s feedback will strengthen
•A patient is also a banking customer, an airline traveler, a retail
shopper and a media consumer. As a result, consumers are
coming to expect the same level of service they see in other
industries from their medical provider.
•Every type of consultation, investigation and other services to
be available under the same roof in an organized way so that
there is little confusion and less movement or delay.
•Most health care providers are also wrestling to keep costs
under control. By automating patient interactions in a few key
areas and doing so proactively, health care providers can reduce
costs and improve the patient experience.
•Providers need to look to other industries that have
implemented innovative ways to improve customer service
and strengthen their relationship with customers.
•Personal reviews are also becoming increasingly important
as patients tend to rely on recommendations from peers
when seeking health providers. While this type of word-of-
mouth marketing can be beneficial, it can also provide great
pressure and tension for care givers to creatively retain
•Architectural Perspective: Hospital interior and design
have a bearing on patient’s recovery. They are introducing
features that make patients feel comfortable, such as
attractive landscaping, soothing colors and private rooms
where families can feel comfortable. The industry is finding
that "evidence- based" design -- proven features that
decrease accidents and medical errors and boost recovery
rates -- actually benefits the hospitals and the patients.
WHAT’S MORE IMPORTANT TO PATIENTS
Gone are the days when hospitals were only concerned with
physical well being of a patient. As new research has pointed
out that physical and mental health is inter-related.
Hospitality in the context of a hospital strives to make the
patient’s experience pleasant. This will pay handsome
dividends in the future as positive word-of-mouth. Thus it is
important to give due consideration to the aspects that are
important to the patients, such as:
•Amenities – Food, Private Rooms, Entertainment options like
cable and music, Wi-Fi, Easy Access and Convenient Parking
•Atmosphere – Cleanliness, Hospitality, Friendliness, Comfort,
•Treatment – Pain Management, Services Offered, Technology
•Safety – Patient Safety, Personal Safety, Privacy
•Nursing – Attitude, Attentiveness, Responsiveness, Courtesy,
Caring, Respect, Treatment of Family
•Physicians – Access to them, Listening ability, Knowledge,
Manner, Compassion, Reputation.
•Admission and Discharge – Quick, Timely, Follow-up,
Discharge, Support, Affordability, Information
We want all our patients to have a positive experience
and great care. If you have questions about preparing
for surgery, we are always there to help.
If you are able to receive phone calls, they will ring
directly in your room for specified hours and Calls
outside of those hours are directed to the hospital
operator and the call will be transferred to your unit.
To make a local call, dial extension number and then the
phone number. Long-distance calls from your room
can only be made with a credit card, calling card.
Guests are always welcome during regular visiting
hours. Visiting hours may vary based on your needs .
Family members are defined by the patient and are not
limited to relatives. We welcome designated family
members at any time and for your recovery and
privacy, family members are discouraged from staying
overnight with you. However, if you need the support
of your family during the night, please speak to your
All guests and family members should respect the
privacy of other patients and may be asked to leave if
their behavior is disturbing others. Guests under the
age of 12 must be accompanied by an adult 18 years of
age or older, in addition to the patient.
Meals will be delivered to you during the
specified times and If your doctor has put you
on a restricted diet, you will receive a special
menu. If you have a test or procedure during
your mealtime, your meal will be served as
soon as you‘re able to eat. Staff members from
the Food and Nutrition department are happy
to answer any questions.
Mail is delivered to your room once per day, except
on weekends and holidays. After you leave the
hospital, your mail will be sent to your home.
There are outgoing mailbox chutes located near the
elevators in the Central section.
Please be mindful to keep the volume on your
television low or use earphones if you‘re still
struggling to hear it. Please turn off your television
when you are sleeping.
Notary public :
For notarizing healthcare-related documents, please
tell your nurse, and they will contact a notary
public at the hospital. Do not sign the document(s)
until the notary public is present to witness your
Special occasions :
If you are in the hospital on your birthday or
anniversary, we want to help you celebrate! Upon
request, we‘ll make a birthday cake as our gift to
you and do whatever else we can to make your
day special. Please ask your nurse for details.
The main aim of this department is to promote
medical tourism. Every possible measure is taken to
assist the overseas patients and their attendants.
Various services offered are:
Travel and stay assistance (planning itinerary)
Medical and travel Insurance assistance
Arranging for local tour operators and guides, etc.
1. Acknowledge the existence of arriving
patients by saying something like: ―Hello. How
are you? My name is ____ and I‘ll be doing
your ___ procedure today.‖
2. Make eye contact when you are speaking to
another human being.
3. Just because you do these same procedures
day in and day out routinely, do not make
assumptions that patients know anything at all
about the procedure that‘s about to be done to
4.Patients can feel nervous, worried,
apprehensive, frightened, embarrassed,
intimidated, vulnerable, highly sensitive,
distressed or uncomfortable just thinking that
there might be something (else) wrong with
their hearts so, ease them.
5. Even for patients who already know, it‘s just
common courtesy to review the information
required to them.
6. Explain everything that is about to happen
before you touch a patient’s body.
7. Then ask your patient: ―Do you have any
questions about today‘s procedure?‖ before
beginning the test.
8. Stripping to the waist is not a big deal to
most men, but it is a very big deal to women —
especially with a man sitting in the same room.
9. Instead, immediately offer your female patients
a private or curtained-off area to remove their
clothing, a clean, folded hospital gown, and a
surface to put their clothing on when ready.
10. For helpful hints about how to treat patients
with respect and politeness even in the most
awkwardly embarrassing clinical setting, ask the
hospital docs and nurses- these people are
amazing — unfailingly considerate, pleasant,
friendly and understanding — all qualities that go
a long way to improve patient care.
Understanding of the organisation
to meet the patient needs.
A criteria by which hospitals are
chosen and retained for treatment
by the patients
Patient satisfaction is the interest earned on an
investment of quality service.
It is an economic success factor.
If we can give service and quality with
continuous attention and connect with each
patient, the organisation will reap the benefits
in terms of patient satisfaction.
What our patient ultimately says is in
our hands, in the words we speak, in
the belief we have in our self, our
profession and our staff .
We can‘t always meet a patient‘s every
need or expectations, but we need to
show personal concern by creating a
relationship with the patient.