{"id":2337,"date":"2016-07-18T14:09:46","date_gmt":"2016-07-18T19:09:46","guid":{"rendered":"http:\/\/kbicblog.com\/blog\/healthcare-finance\/?p=2337"},"modified":"2016-09-15T13:03:07","modified_gmt":"2016-09-15T18:03:07","slug":"happy-patient-healthy-hospital-the-patient-experience","status":"publish","type":"post","link":"https:\/\/kbicblog.com\/healthcare-finance\/industry-news\/happy-patient-healthy-hospital-the-patient-experience\/","title":{"rendered":"Happy Patient, Healthy Hospital: The Patient Experience"},"content":{"rendered":"

\"Happy<\/a>Customer service, long an afterthought in the healthcare industry, is now very much on the front lines of hospitals\u2019 strategic planning. Evidence of this can be seen in hotel-like lobbies, restaurant-grade menus, concierge amenities and the growing number of chief patient experience officers being hired by health systems.<\/p>\n

A number of factors are fueling the hospitality trend:<\/strong> Competition with other health systems, worry over new healthcare entrants like retail clinics and telehealth firms, reimbursement changes that incent hospitals to improve the patient experience and increased transparency via Yelp and other social media outlets.<\/p>\n

According to a report<\/a> by Deloitte, hospitals with excellent ratings on CMS\u2019 Hospital Consumer Assessment of Healthcare Providers and Systems patient satisfaction survey had a net profit margin of 4.7%, on average, compared with just 1.8% for hospitals with low ratings\u00a0during the period 2008-2014.<\/p>\n

Hospitals are realizing that great clinical outcomes are just not enough to create brand loyalty between them and the patient, says Paul Roscoe, CEO of Boston-based Docent Health. The startup, which last week received $15 million in Series A round funding from Bessemer Venture Partners, New Enterprise Associates, and Maverick Capital Ventures, is d<\/a>eveloping software and mobile applications\u00a0to\u00a0create\u00a0a good experience for every patient at every stage of their hospital visit.<\/p>\n

A tailored experience<\/h2>\n

\u201cOne of the challenges that we see is that hospitals are invested in the electronic patient record and big data and healthcare analytics focused on the clinical domain,\u201d says Roscoe. \u201cBut there hasn\u2019t been the same focus on creating the technology platform or the services to be able to manage the nonclinical patient experience.\u201d<\/p>\n

Key to Docent Health\u2019s formula is understanding patients as individuals. If they\u2019re a tennis player having an ACL repair and they want to be playing again in three months, then that\u2019s a goal, Roscoe explains. \u201cThose are the things that aren\u2019t captured in an EMR today.\u201d<\/p>\n

Once hospitals know the patient\u2019s preferences, concerns and anxieties, Docent\u2019s platform helps them design a stay tailored to that individual. For example, a patient in his or her 20s might have a very digital experience while someone in their 60s or 70s might prefer a more human-centric trip. This \u201cjourney,\u201d as Roscoe describes it, can also be tailored along service lines, such as touch points that would ease a first-time mother\u2019s experience versus what a second- or third-time mother would prefer.<\/p>\n

Next is delivering and implementing the journey through a combination of digital and human interactions, and the final piece is what Roscoe calls \u201cthis continuous improvement cycle\u201d \u2014 knowing which are the journeys that are delivering higher patient satisfaction scores and which are the ones that aren\u2019t, and working to improve on those.<\/p>\n

A significant part of the platform uses a\u00a0sentiment index, which can help health systems understand a patient\u2019s satisfaction level in\u00a0real time, rather than learning about it through the patient satisfaction survey. \u201cWith that we can identify and create dashboards\u00a0to identify hot spots of patients inside the hospital\u00a0and improve their experience before they are discharged,\u201d Roscoe says.<\/p>\n

Paul Westbrook, founder of Westbrook Consulting and former vice president of patient experience at Inova Health System in Northern Virginia, says technology has a \u201chuge\u201d role to play in increasing satisfaction, but is currently being underutilized. \u201cTexting surgical procedure updates, iPAD\/TV surveys to respond to issues prior to discharge, automating registration via kiosks, education video links, abnormal symptoms\/side effect reporting via texting for support or escalation, and post-discharge followup\u201d all can help to pinpoint issues and correct a patient\u2019s journey before they go home unhappy\u00a0vowing never\u00a0to return.<\/p>\n

Build a patient-centric mindset<\/h2>\n

Westbrook, who joined Inova in 2012, applied his 27 years of hospitality experience with Ritz Carlton and Marriott International, to transform the health system from one that had been yielding 30th percentile performance, on average, across five hospitals, to one that was performing at the 70th percentile level.<\/p>\n

To guide that change, Westbrook started by forming a senior leadership Patient Experience Transformation Team to develop a three-year strategic plan. The plan had five workstreams \u2014 culture, communication, human resource processes, leadership development and service excellence \u2014 each with an \u201cowner\u201d who was accountable for accomplishing certain goals. Resources were allocated to support each plan, including a patient experience leader assigned to each hospital, who reported directly to the hospital\u2019s CEO. They, in turn, reported to Westbrook at the system level.<\/p>\n

By increasing awareness from the top, \u201cit was soon understood that PE cannot be delegated \u2026 rather it is \u2018who we are,’\u201d Westbrook wrote in an email. \u201cThis mindset transition from a provider-center to patient-centric [approach] was critical, particularly as healthcare becomes more consumer-driven, where branding and reputation management become critical in an ever-increasingly transparent, value-based era.\u201d<\/p>\n

Hospitality Quotient, a subsidiary of Danny Meyer\u2019s Union Square Hospitality Group, offers services ranging from training hospital staff to feel more empathy for patients to a nuts-to-soup assessment of an organization\u2019s culture and what it would take to build a strong culture that would improve patient experiences.<\/p>\n

\u201cEvery person in the chain of interactions that you encounter along the way \u2026 has to have the same mindset, the same skills and be delivering on the same vision of the patient experience,\u201d says Susan Reilly Salgado, managing partner of the New York-based business. \u201cAnd that requires the values and the belief about what the patient experience is all about to be embedded in the culture of the organization.\u201d<\/p>\n

Take time to plan<\/h2>\n

One of the problems Westbrook sees with clients looking to improve their HCAHPS scores is the desire for a quick solution, rather than taking the necessary time to assess leadership competencies and how they align to the desired cultural norms. \u201cI often see a hierarchical top down, command-and-control leadership style that does not engender genuine care for the staff at all levels,\u201d he tells Healthcare Dive.<\/p>\n

And just like with hospitality, a disengaged staff member can\u2019t provide genuine personalized care, Westbrook adds. \u201cOnly those staff members (at any level in the organization) who feel respected, valued and cared for can extend the same to their \u2018customers\u2019\u00a0[and] only then are memories made and stories told that build the brand reputation.\u201d<\/p>\n

Eyes on the goal<\/h2>\n

Whether it\u2019s creating a more welcoming environment by sprucing up the hospital lobby or collecting nonclinical information about patient that can improve their stay, the goal should be the same, says Westbrook.<\/p>\n

\u201cThe key is personalized, anticipatory service to relieve fear and anxiety through clear, easy-to-understand communication and coordinated care between providers and facilities,\u201d he says. \u201cIf concierge services (vs. amenities) intersect with improving communication and coordinated care for patients\/family members, then great.\u201d<\/p>\n","protected":false},"excerpt":{"rendered":"

Customer service, long an afterthought in the healthcare industry, is now very much on the front lines of hospitals\u2019 strategic planning. Evidence of this can be seen in hotel-like lobbies, restaurant-grade menus, concierge amenities and the growing number of chief patient experience officers being hired by health systems. A number …<\/p>\n","protected":false},"author":26,"featured_media":2338,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"ngg_post_thumbnail":0,"footnotes":""},"categories":[308],"tags":[457,461,390,287,276,66,428,460,85,458,463,459,462],"class_list":["post-2337","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-industry-news","tag-happy-patient-healthy-hospital-the-patient-experience","tag-healthcare-dive","tag-healthcare-finance-executive-search","tag-healthcare-finance-news","tag-healthcare-finance-recruiting-practice","tag-healthcare-industry","tag-hospital-administration","tag-hospitality","tag-kayebassman","tag-patient-centered-experience","tag-strong-culture","tag-taking-note-from-the-hospitality-industry","tag-training-hospital-staff","column","threecol","has-thumbnail"],"yoast_head":"\nHappy Patient, Healthy Hospital: The Patient Experience<\/title>\n<meta name=\"description\" content=\"Happy Patient, Healthy Hospital. 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