1. © WHITE MEMORIAL MEDICAL CENTERModule 2
Service Excellence: Every
Patient, Every Time
The Care in Medical Care
Written and Presented By:
Xóchitl Ybarra, M.A.

2. © WHITE MEMORIAL MEDICAL CENTERModule 2
Presentation Outline
• What Patients Want From Physicians: Medical
Treatment or Medical Care?
• Patient Satisfaction In Today’s Competitive
Health Care Environment
• What Is Service Excellence?
• Ideas for Excellence
Service Excellence…Every Patient, Every Time.

3. © WHITE MEMORIAL MEDICAL CENTERModule 2
What Patients Want From
Physicians: Medical Treatment or
Medical Care?
Service Excellence…Every Patient, Every Time.

4. © WHITE MEMORIAL MEDICAL CENTERModule 2
Medical Treatment or Medical Care?
• Medical treatment is what the
physician does for an illness.
• A physician’s medical skills are a
given (not questioned) by patients.
• Medical care is what patients want
to receive from the physician. A
physician’s service approach is
how patients choose a physician.
• Medical care involves empathy,
communication and being there for
the patient as needed.
Service Excellence…Every Patient, Every Time.

5. © WHITE MEMORIAL MEDICAL CENTERModule 2
The Role of the Physician – In the Patient’s Eyes
 Patients see physicians as their trusted
guides through frightening and potentially life-
changing experiences
 Patient’s place confidence in physicians to
feel safe and protected
 Physician is voice of authority
 Physician is a “life saver” (patient has strong
sense of gratitude)
Service Excellence…Every Patient, Every Time.

6. © WHITE MEMORIAL MEDICAL CENTERModule 2
What Patients Want From Physicians
• Patients want personal treatment (not to be
treated like a case)
• Patients want to be treated with interest and
compassion
• Patients want quality time with their physicians
– not to be hurried along
• Patients want physicians to follow through
Service Excellence…Every Patient, Every Time.

7. © WHITE MEMORIAL MEDICAL CENTERModule 2
What Patients Want From Physicians
• Patients want physicians to take quality time
(not to feel rushed) to explain procedures, risks,
benefits, results, etc.
• Patients want their privacy and dignity protected
• Patients want culturally sensitive care (includes
language and religious needs)
• Patients want physicians to “be there” when
they need them
Service Excellence…Every Patient, Every Time.

8. © WHITE MEMORIAL MEDICAL CENTERModule 2
Patient Satisfaction In Today’s
Competitive Health Care Environment
Service Excellence…Every Patient, Every Time.

9. © WHITE MEMORIAL MEDICAL CENTERModule 2
Today’s Patient Satisfaction Landscape
Patient satisfaction has become a high priority
for physicians across the country, because of
its impact on:
 perceptions of quality of care
 patient loyalty/business growth
 a physician’s reputation
 office staff satisfaction and retention
 a physician’s bottom line
Service Excellence…Every Patient, Every Time.

10. © WHITE MEMORIAL MEDICAL CENTERModule 2
Today’s Patient Satisfaction Landscape
• Satisfaction surveys are about
perceptions
• Patients are active consumers –
they review “report cards” to
make health care choices
• Patients are currently
participating nationally in
federally-sponsored surveys
(results are tied to
reimbursement rates)
Service Excellence…Every Patient, Every Time.

11. © WHITE MEMORIAL MEDICAL CENTERModule 2
How You Can Captures Information to Use in Exceeding Patient
Expectations, Securing Their Loyalty and Gaining Positive Referrals
Methodology
• Hire: An outside vendor to conducts
research
• Surveys: Interview randomly selected
discharged patients
• Results: Ensure results are regularly
available and shared among relevant
Survey Objectives
• Identify areas of improvement and key
process improvement initiatives
• Focus initiatives on moving the “very
good” responses into the “excellent”
rating
• Monitor successful implementation and
effectiveness of improvement initiatives
Service Excellence: Every Patient, Every Time

12. © WHITE MEMORIAL MEDICAL CENTERModule 2
What Patients Feel Physicians Should Focus On
• Demonstrating understanding and caring
• Sensitive and understandable communication with
patient and family
• Quality of care
• Doctor’s involving patient and family in decisions
about their care
• Understandable instructions or explanations of
patient’s care, treatment options and/or tests
• Overall teamwork of doctors, nurses and staff
Service Excellence: Every Patient, Every Time

13. © WHITE MEMORIAL MEDICAL CENTERModule 2
What Is Service Excellence?
Service Excellence…Every Patient, Every Time.

14. © WHITE MEMORIAL MEDICAL CENTERModule 2
Satisfaction vs. Excellent Experience
• Satisfied patients perceive their experience was “just
okay.” To a patient, an excellent experience happens
when their expectations are exceeded.
• Patients must be impressed to be loyal -- excellent
customer service keeps patients coming back.
• Patients consider two things in determining their loyalty:
(1) excellent clinical skills (expectation), and (2) excellent
customer service (the “wow” factor).
• Expectations and what will happen during experience is
thoroughly discussed. Expectations are always met.
Service Excellence…Every Patient, Every Time.

15. © WHITE MEMORIAL MEDICAL CENTERModule 2
Daily Service Excellence Is A Win-
Win…
• Excellent customer service leads to happy and
less anxious patients, which translates into better
healing.
• Less anxious patients are: more cooperative,
more likely to experience positive results, more
loyal, and less likely to express complaints.
• A service excellence approach can result in 25%
less work for health care staff (patients are less
demanding and complain less).
Service Excellence…Every Patient, Every Time.

16. © WHITE MEMORIAL MEDICAL CENTERModule 2
A Patients’ Emotional Needs Are…
• Customer-friendly environment/processes
• Personal treatment
• Compassionate and caring staff
• Respect for personal dignity
• Respect for privacy
• Respect for cultural and spiritual preferences
Service Excellence…Every Patient, Every Time.

17. © WHITE MEMORIAL MEDICAL CENTERModule 2
A Patients’ Emotional Needs Are…
• Understandable explanations about their
care/treatment
• Ability to be involved in decision-making (e.g.,
treatment/surgery options and medication
options)
• Family and friends are kept informed
• If/when problems arise, someone is there to
help resolve them
Service Excellence…Every Patient, Every Time.

18. © WHITE MEMORIAL MEDICAL CENTERModule 2
Ideas for Excellence
Service Excellence…Every Patient, Every Time.

19. © WHITE MEMORIAL MEDICAL CENTERModule 2
Develop a Compassionate
Communication Approach
Service Excellence…Every Patient, Every Time.

20. © WHITE MEMORIAL MEDICAL CENTERModule 2
 Always acknowledge the patient (make eye
contact, address patient by name, smile and
use gentle voice tones)
 Introduce yourself (provide background)
 Sit down to speak with the patient (if possible),
especially if bad news is to be delivered
 Use verbal or non-verbal cues that
communicate compassion (facial expressions)
Service Excellence…Every Patient, Every Time.
Compassionate Communication Fosters
Positive Patient Interactions

21. © WHITE MEMORIAL MEDICAL CENTERModule 2
 Use layman’s terms (avoid medical jargon)
 Respect patient’s privacy – don’t assume they
want family/friends to hear medical
information…always ask before speaking
 Explain what’s going on, e.g., results of tests
and/or prognosis
 Always ask if there’s anything else you can
do or if patient has more questions
 Follow through
Service Excellence…Every Patient, Every Time.
Compassionate Communication Fosters
Positive Patient Interactions

22. © WHITE MEMORIAL MEDICAL CENTERModule 2
Service Excellence: Every
Patient, Every Time
Written and Presented By:
Xóchitl Ybarra, M.A.