In Healthcare, your customer (patient) is king – their experience is critical to your success. Competitively, your differentiation is the Patient Care Service Culture you create.
It is no longer business as usual in the Healthcare industry. No matter the sector, everyone is looking to deliver products and services in a different light, pressed by legislation, traditional doctor-patient relationships, improved technology, choice in the marketplace and payment models which reward improved efficiency and performance
An emphasis on wellness has many shades.
- For hospitals and medical centers, which operate much like a hotel, if you remove the diagnostic and clinical side of the business, they are dealing with holistic aspects in their environments. Their “guests” would much rather be elsewhere. However, services and impressions are significant, whether they impact the arrival, the sense of well-being, the food preparation, discharge or out-patient care. These are all part of the experience for the patient, their visitors and communities served. Do not forget the breadth of HCAHPs.
- For doctors’ groups, it is all about delivery of care, emphasizing the relationship with the patient and satisfaction with the resultant service(s). Care takes on many forms. With technology, we now have communication through the Internet, plus counsel and coordination via video chats, Urgent Centers, and Minute Clinics.
- For support options, like home care, physical therapy, rehab, and dialysis centers, there is an even closer relationship with the patient. This must be nurtured and monitored, as well.
Service culture goals need to include design, implementation and sustainability in order to optimize patient delight, loyalty, advocacy and ultimately, profitability. This is “operationalizing the brand”. Admittedly, change does not come overnight; it is an evolution. And, that journey to create a patient care service culture is ever critical.
John Hendrie is the author of the LRA blog, focusing on anything and everything about customer experience. LRA Worldwide is the leading global provider of Customer Experience Measurement services for multinational companies with complex customer interactions. For over 30 years, LRA’s innovative brand standards audits, quality assurance inspections, mystery shopping programs, research, and consulting services have helped ensure our clients deliver consistent, memorable, and differentiated experiences to their customers. Many of the world's preeminent global hospitality brands, as well as companies in the gaming, dining, healthcare, sports and entertainment, real estate, retail and travel industries choose LRA to help them measure and improve the customer experience. For more information, visit www.LRAWorldwide.com.
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