Respect should be at the core of all healthcare interactions. A patient's relationship with her provider and trust in the healthcare system was damaged after a disrespectful ER visit where the physician refused to listen to her needs. Showing respect through courteous, validating, and honest interactions can help improve the customer experience. Respect involves avoiding assumptions, dressing professionally, and treating patients the way you want your own family to be treated.

1. R-E-S-P-E-C-T October 2, 2015
“How you think about your customers influences how you respond to them.” – Marilyn Suttle
Recently I heard about an ER experience a friend had.
She has suffered from a chronic, debilitating issue for over 20 years.
Because of this, she has become especially familiar with her health
care provider and system. And with that, comes mutual trust and
respect.
However, her last trip damaged that relationship.
This time, the ER physician she saw left her in tears, refusing to
listen to her needs and situation; telling her she just needed to calm
down and she’d feel better.
Years of service, trust and respect was severely damaged by one
visit; damaged by one provider.
She has vowed to never go to that hospital or system again.
Had this patient been a tobacco user, and we had chastised them
for not quitting, we would have damaged the relationship with the
patient. A relationship that we might not get the chance to repair.
“Service is a promise that cannot be seen, touched, or felt through any of our external senses.” – Jag Randhawa
R-E-S-P-E-C-T
Over the last couple few weeks we’ve talked about various aspects of customer service, and improving the customer
experience in health care.
Paying attention to the needs and fears of your patient and their loved ones.
Effectively communicating with our patients, so they are comfortable with all that is going on and ensuring they
feel heard and understood.
Our responsibility to care for our patients in a morally appropriate way to build trust and confidence.
The final customer service aspect I want to cover is RESPECT. Ultimately, respect should be at the core of all of our
interactions.
Respect for co-workers – effort, ideas, knowledge
Respect for patients – fears, questions, time, situation
Respect for families – fears, understanding, resources
We are living in a time where health care is constantly changing. The list is endless.
Codes – Requirements – Legal Mandates – Insurance – Practice Liability – Expectations
Inequitable distribution of resources – Lack of communication and understanding of coverage
Still, it seems that sometimes it’s the strongest details that can affect us the most intensely. The good news is, those
may be the details that we can actually control.
“Only those who respect the personality of others can be of real use to them.” – Albert Schweitzer
The Significance of Sincere Respect
Hospitals are busy, confusing and stressful places.
Rarely are people happy to be there.
Answers aren’t always easy to find.
Still, showing respect to co-workers, patients and visitors is a critical way to improve the overall customer experience.
But how??

2. Be Courteous
Courtesy is excellence of social conduct or polite behavior.
To perform a respectful or considerate act.
For example:
“I recognize that you are worried about your sick baby, and being at the hospital with them is extremely stressful and
tiring. I know you typically smoke to help you calm down, but we are a tobacco-free environment because we want to
do our best to set an example of wellness for our patients, visitors and staff. The nurses station has nicotine gum to help
you handle your cravings while you are here.”
Validate Their Feelings
Show non-judgmental recognition of thoughts, feelings or actions.
Acknowledge your patient’s concerns, fears, and anxieties.
For example:
“I understand you are anxious about your recovery from your stroke and you feel that the “damage is already done.”
However, I’d like to share with you some ways that quitting smoking will not only help you recover faster, but will make
your long-term health much better. Do you mind if I visit with you for a few minutes?”
Be Honest and Sincere
Offer direct, open and accurate answers, to the best of your ability.
Keep them informed of any changes or issues.
Explain delays and wait times (for appointments or results) without making excuses.
For example:
“I apologize for the delay in getting your test results. I understand how stressful it can be to wait on answers about your
health concerns. I want you to know that we appreciate your patience and trust in us. I will be happy to contact the lab
for you and find out what answers I can. I will get back with you…. (set a reasonable time frame and BE SURE to follow
up).”
Appear Professional
Dress and act in ways that show professional
commitment and respect.
Speak to the patient in a professional manner, using
proper names when appropriate. This conveys that
the medical profession is here at the patient’s
service, not the other way around.
For example:
When one patient was asked what would be the one
thing he would teach upcoming generations of
doctors, he said, “Respect. Respect for the patients
in the little things.” He noted that he felt the doctors
were giving him good medical care, but he sensed
their mild disparagement toward him. “And half
don’t even look like doctors, running around in ratty
clothes and sneakers.”
Avoid Assumptions or Personal Judgements
Remember, you aren’t seeing your patients at their “best”. Without taking the time to know them (their interests,
background, passions), you’ll likely miss an incredible experience for them AND yourself.
For example:
One patient was found after a fall. He was brought in to the hospital disheveled, with the appearance of a “homeless
person.” He could sense the staff unconsciously recoiling from him. During a follow-up visit he was dressed very sharply,
walking confidently with an elegant silver-tipped cane.
The condition you will see your patients in is likely a temporary one, not a defining one.

3. In tobacco treatment, it’s their passions and interests that will provide their inspiration to quit. Understanding these
things will also help you work with them to develop a quit plan that is effective and motivating.
“We understand that patients have busy lives outside of their doctor visit, so
our service model focuses on how we can partner with our patients to
discover what’s important to them to achieve their life goal.” – Karyn
Beckley, VP of Marketing and Administrative Services, PacMed
Ultimately respect all comes down to the golden rule we learned as
children.
“Do unto others…”
Treat people the way you expect to be treated.
Treat people the way you want your Mother treated.
With mutual trust and respect comes partnership; a partnership to improve
health.
“I don’t see the point of being a human being if you’re not going to be responsible to your fellow human beings.
Selfishness thefts away the human and reduces you to just a being.” – Terri Guillemets ( I believe this is true with
respecting each other as well.)
Until next time,
Jennifer W. Roysdon, MS
Tobacco Treatment Systems Coordinator
Hospitals Helping Patients Quit: Advancing Tobacco Treatment Initiative
Oklahoma Hospital Association
“There is no clinical treatment available today that can reduce illness, prevent death, and increase quality of life more
than effective tobacco treatment interventions.”
-Treating Tobacco Use and Dependence, US Public Health Service, US Dept. of Health and Human Services