Leading Patient Satisfaction


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Leading Patient Satisfaction

  1. 1. Leading Patient Satisfaction: Taking It To The Next Level Written & Presented by: Xóchitl Ybarra, M.A. Providing Excellent Care…Every Patient, Every Time.
  2. 2. Presentation Outline <ul><li>Patient Satisfaction In Today’s Healthcare Environment </li></ul><ul><li>Building a Culture Around Service Excellence </li></ul><ul><li>What Is Excellent Customer Service? </li></ul><ul><li>Taking It To The Next Level: Ideas for Excellence </li></ul>Providing Excellent Care…Every Patient, Every Time.
  3. 3. Patient Satisfaction In Today’s Healthcare Environment Providing Excellent Care…Every Patient, Every Time.
  4. 4. The Patient Satisfaction Landscape <ul><li>“ Patient Satisfaction” is one of the buzzwords of the last decade. In the last ten years, hospitals have realized that the one of the most valuable assets to their business is a loyal patient. </li></ul><ul><li>In today’s competitive healthcare market, patients expect more than just “satisfaction.” Patients are increasingly more demanding and more difficult to attract. </li></ul><ul><li>Patient satisfaction has become a high priority to hospitals and health plans across the country, because of its impact on patient loyalty, a company’s reputation, perceptions of quality of care, employee satisfaction and retention, and the health of a company’s bottom line. </li></ul>Providing Excellent Care…Every Patient, Every Time.
  5. 5. The Patient Satisfaction Landscape <ul><li>Patients are now active consumers – they review “report cards” to make healthcare choices </li></ul><ul><li>Patients look for healthcare “grades” that are posted on the Internet and reported in the media </li></ul><ul><li>Patients are participating nationally in federally-sponsored surveys currently being piloted (results may eventually be tied to reimbursement rates) </li></ul>Providing Excellent Care…Every Patient, Every Time.
  6. 6. The Healthcare Consumer Has Changed <ul><li>Patients are better informed </li></ul><ul><li>Patients want to understand their medical care (they don’t just rely on their physicians) </li></ul><ul><li>Patients want to be a part of the decision-making in their care </li></ul><ul><li>Patients are much more questioning of processes </li></ul><ul><li>Healthcare has been increasingly spotlighted by the media, so patients have higher expectations </li></ul>Providing Excellent Care…Every Patient, Every Time.
  7. 7. Keep This In Mind… <ul><li>Statistically, consumers ranking a product or service as very good are only 20% loyal. We focus on excellent, because those consumers tend to be 80% loyal. </li></ul>Providing Excellent Care…Every Patient, Every Time.
  8. 8. Building a Culture on Service Excellence Providing Excellent Care…Every Patient, Every Time.
  9. 9. Would you readily become a patient in your local hospital or medical clinic? Consider This Question… Providing Excellent Care…Every Patient, Every Time.
  10. 10. Keep This In Mind… <ul><li>To transform ourselves from healthcare givers that provide very good service to excellent service, we must start from the inside. </li></ul><ul><li>We can’t be excellent in the minds and eyes of our patients (and their families), until we feel and believe that we are excellent. </li></ul><ul><li>In order to build loyalty, we have to view our behavior in the same way our patients will view it. It takes an honest, introspective look at ourselves to make the shift to excellent. </li></ul>Providing Excellent Care…Every Patient, Every Time.
  11. 11. Satisfaction vs. Excellent Experience <ul><li>“ Satisfied” patients don’t equal return customers. In our competitive healthcare market, patients must be impressed to be loyal. </li></ul><ul><li>Patients consider two things in determining their loyalty to a healthcare provider: (1) technical skills (expected), and (2) excellent customer service (the “wow” factor). </li></ul><ul><li>Satisfied patients perceive their experience as “just okay.” To a patient, an excellent experience happens when their expectations are exceeded. </li></ul><ul><li>Patients are less loyal than other types of consumers -- excellent customer service keeps patients coming back. </li></ul>Providing Excellent Care…Every Patient, Every Time.
  12. 12. Every Patient Interaction Has an Impact – Especially the Early Ones Providing excellent customer service must start the instant we make contact with the patient (whether face to face, phone, fax or email). Excellent customer service depends on every interaction…every patient, every time!  Patients see us as their partners through frightening and potentially life-changing experiences. Our interactions with them can make their healthcare experience positive and therapeutic…or negative and not beneficial. Either way they remember, and they base their loyalty on these experiences.  Providing Excellent Care…Every Patient, Every Time.
  13. 13. Daily Service Excellence Is Critical… <ul><li>92% of unhappy customers never complain, but 90% will never return and they share their bad experiences. </li></ul><ul><li>Research shows that for every customer who complains, there are 26 others who are just as unsatisfied but don’t complain….but they tell up to 10 of their family and friends. </li></ul><ul><li>This means that there are potentially 260 patients who have had a negative experience or heard about one….so we loose existing and potential business. </li></ul>Providing Excellent Care…Every Patient, Every Time.
  14. 14. Daily Service Excellence Is A Win-Win … <ul><li>Providing excellent customer service leads to happy and less anxious patients. </li></ul><ul><li>Less anxious patients are: more cooperative, more likely to experience positive results, and more loyal. </li></ul><ul><li>Research shows that using a service excellence approach can result in 25 percent less work for healthcare staff (patients use call lights less, are less demanding and complain less). </li></ul>Providing Excellent Care…Every Patient, Every Time.
  15. 15. What Is Excellent Customer Service? Providing Excellent Care…Every Patient, Every Time.
  16. 16. Excellent Customer Service is… <ul><li>It’s creating a relationship with the patient that has a positive impact . It’s the “wow factor.” </li></ul><ul><li>It’s about more than just smiling and being “nice,” but it doesn’t mean significantly more work. </li></ul><ul><li>Excellent customer service is really about addressing patients’ emotional needs…needs that are typically unspoken. </li></ul><ul><li>It’s about understanding our patients and being there to meet their needs. A tip that helps is to think about this, “What would my mom want? What would I want?” </li></ul>Providing Excellent Care…Every Patient, Every Time.
  17. 17. Patients’ Emotional Needs <ul><li>There isn’t anything that the patient is asking healthcare providers to do that is not focused on the hospital experience. </li></ul>Providing Excellent Care…Every Patient, Every Time.
  18. 18. A Patients’ Emotional Needs Are… <ul><li>Customer-friendly environment/processes </li></ul><ul><li>Personal treatment </li></ul><ul><li>Compassionate and caring staff </li></ul><ul><li>Respect for privacy </li></ul><ul><li>Respect for cultural and spiritual preferences </li></ul><ul><li>Explanations about their care/treatment </li></ul><ul><li>Ability to be involved in decision-making </li></ul><ul><li>Family and friends are informed </li></ul><ul><li>If/when problems arise, someone is there to help resolve them </li></ul>Providing Excellent Care…Every Patient, Every Time.
  19. 19. Taking It to the Next Level: Ideas for Excellence Providing Excellent Care…Every Patient, Every Time.
  20. 20. How Do We Take it to the Next Level? <ul><li>We Must Take Ownership and </li></ul><ul><li>Create Customer Passion </li></ul>Providing Excellent Care…Every Patient, Every Time.
  21. 21. Creating Customer Passion Starts With Us <ul><li>We must role model a genuine passion for providing excellent customer service. </li></ul><ul><li>We have to be committed to it – others must see us as dedicated to creating and sustaining a customer-focused environment. </li></ul><ul><li>We must continually reinforce the importance of exceeding our patients’ expectations – excellent customer service must be a proactive approach (not reactionary). </li></ul>Providing Excellent Care…Every Patient, Every Time.
  22. 22. How Do We Take it to the Next Level? <ul><li>Develop a Compassionate Communication Approach </li></ul>Providing Excellent Care…Every Patient, Every Time.
  23. 23. Using Interactions to Communicate Key Messages <ul><li>Compassionate communication helps us focus on positive patient interactions. </li></ul><ul><li>These are the basic elements: </li></ul><ul><li>1. Acknowledge the patient </li></ul><ul><li>2. Introduce yourself and why you’re there </li></ul><ul><li>3. Explain what’s going on, e.g., wait times/delays </li></ul><ul><li>4. Ensure you’ve meet patient preferences </li></ul><ul><li>5. Always ask if there’s anything else you can do, and state that you have time </li></ul><ul><li>6. Thank the patient </li></ul>Providing Excellent Care…Every Patient, Every Time.
  24. 24. Acknowledge the Patient <ul><li>Make eye contact </li></ul><ul><li>Greet the patient </li></ul><ul><li>Smile! </li></ul><ul><li>Feeling brushed off or ignored is something patients perceive as rude, inattentive and an indication of poor quality of care. </li></ul>Providing Excellent Care…Every Patient, Every Time.
  25. 25. Introductions are Key <ul><li>Hospital processes involve a great many people…a great many strangers to the patient. </li></ul><ul><li>Patients want to understand what’s happening to them. </li></ul><ul><li>It’s important for all of us to introduce ourselves to the patient and why we’re there and what we’re doing. </li></ul><ul><li>Introductions help place the patient at ease, instills confidence, improves patient’s compliance and satisfaction. </li></ul><ul><li>For example: “Good morning, Mrs. Bogart. My name is Carmen. I’m a radiology technologist and I will be overseeing your MRI. I’ve been a radiology technologist for 15 years and I go back for re-certification and training every year. I do many of these procedures every year. My goal is for you to receive excellent care.” </li></ul>Providing Excellent Care…Every Patient, Every Time.
  26. 26. Explaining Delays is Essential <ul><li>Delays are nothing new at hospitals, but for patients delays can produce a great deal of anxiety and doubts about quality of care. </li></ul><ul><li>Delays may not be able to be avoided, but a patient’s reaction can be improved. </li></ul><ul><li>Patients usually don’t mind delays too much…if an explanation is provided. </li></ul><ul><li>For example: “Good morning, Mrs. Bogart. I see that this afternoon you will going down to radiology. We have been informed that there were some emergency procedures, so there will be a delay of two hours. We greatly apologize for the inconvenience, but rest assured we are doing everything we can to get your procedure completed as soon as possible. In the meantime, is there anything I can do for you?” </li></ul>Providing Excellent Care…Every Patient, Every Time.
  27. 27. Ask About Patient Preferences <ul><li>“ Interview” your patients to ensure a positive experience and that you know how to meet their personal needs. </li></ul><ul><li>Ask if there are certain patient preferences, which we can accommodate: language, timing, etc. </li></ul><ul><li>Patient feedback can help you develop check list – we need to continually connect with patient! </li></ul><ul><li>What does the patient expect and what will the patient perceive as excellent customer service? </li></ul><ul><li>Encourage complaints, so that you have the opportunity to resolve issues before discharge. </li></ul>Providing Excellent Care…Every Patient, Every Time.
  28. 28. Communicate, communicate… <ul><li>For example, if you pull a patient’s curtain without saying anything, what will the patient think? That you’re rude? That you are trying to hide something? That they are unimportant? </li></ul><ul><li>Compassionate communication also helps position the physician or other departments with the patient. For example, “Mrs. Bogart I see Dr. Olmos is your physician. She is excellent. She is also good at listening and answering patient questions. You are lucky she is your physician.” </li></ul><ul><li>Communication can increase productivity and efficiency by eliminating call lights, complaints, misunderstandings. </li></ul><ul><li>Survey tool and key drivers can help you develop your department-specific communication. </li></ul>Providing Excellent Care…Every Patient, Every Time.
  29. 29. How Do We Take it to the Next Level? <ul><li>Service Recovery </li></ul>Providing Excellent Care…Every Patient, Every Time.
  30. 30. Service Recovery <ul><li>No matter how excellent our customer service is, there will always be complaints. </li></ul><ul><li>Even the best organizations receive complaints (four to six percent). </li></ul><ul><li>How you respond makes the difference between a “wowed” customer and one who doesn’t return. </li></ul><ul><li>Complaints that are handled well can actually create loyal patients. </li></ul><ul><li>Encourage complaints – if we don’t know a patient is dissatisfied, then don’t get the opportunity to fix their concerns. </li></ul>Providing Excellent Care…Every Patient, Every Time.
  31. 31. So, What Does It Take? <ul><li>So, what does it take to create experiences that wow patients? </li></ul><ul><li>Is it a 10-minute registration process? </li></ul><ul><li>Is it new technology? </li></ul><ul><li>Is it a beautiful hospital? </li></ul><ul><li>Is it free meal vouchers? </li></ul><ul><li>The answer is quite simple… </li></ul><ul><li>… the answer is you, you are the “wow” factor! </li></ul>Providing Excellent Care…Every Patient, Every Time.