111

Fostering Patient Retention through a Service Culture

Presented to

Indiana Primary Care Association

Presented by Janet Schulz, MBA, FACHE

Transforming culture. Shaping patient experience 2Transforming culture. Shaping patient experience 2Transforming culture. Shaping patient experience 2

What we’ll cover

• Why service and the patient experience matters

• How patients judge quality

• The leader’s role in creating and sustaining a service culture

• Self-reflection as a first step towards culture change

Transforming culture. Shaping patient experience 3Transforming culture. Shaping patient experience 3Transforming culture. Shaping patient experience 3

Why does culture matter?

Because culture creates the patient experience –

Beryl Institute Definition of Patient Experience

The sum of all interactions, shaped by an

organization’s culture, that influence

patient perceptions

across the continuum of care.

Transforming culture. Shaping patient experience 4Transforming culture. Shaping patient experience 4Transforming culture. Shaping patient experience 4

Three reasons whyPatient Experience Matters

Transforming culture. Shaping patient experience 5Transforming culture. Shaping patient experience 5Transforming culture. Shaping patient experience 5

The Head: Why the patient experience matters

• Today’s consumer is :

– Savvy

– Informed

– Discerning

– Communicating

– Empowered

Transforming culture. Shaping patient experience 6Transforming culture. Shaping patient experience 6Transforming culture. Shaping patient experience 6

Today’s Consumer

• 30% of consumers report comparing doctors before choosing

• Websites provide trusted sources for information about providers

• 60% looked online for treatment information

• 27% looked online for information about the quality of care provided by specific doctors

• 57% say they would use quality rankings to compare doctors and hospitals in their community

Source: 2009 Deloitte Survey of Healthcare Consumers

Transforming culture. Shaping patient experience 7Transforming culture. Shaping patient experience 7Transforming culture. Shaping patient experience 7

The Heart: Why the patient experience matters

• It’s the right thing to do for patients

• Patients want and need to know their physician and clinical team cares

• Physicians and their teams DO care and want happy patients

Transforming culture. Shaping patient experience 8Transforming culture. Shaping patient experience 8Transforming culture. Shaping patient experience 8

What is most closely correlated with patient satisfaction?

• My doctor showed sensitivity to my needs .783

• I received the right amount of attention from

my doctor .781

• Office staff was friendly and helpful .626

• My doctor’s office has up-to-date equipment .617

• Wait time .486

• Parking was adequate .384Results from 2800 practices

Transforming culture. Shaping patient experience 9Transforming culture. Shaping patient experience 9Transforming culture. Shaping patient experience 9

Why patient experience matters –Improved clinical outcomes – AHRQ

• Positive patient experience correlates with:

– Adherence to medical advice and treatment plans (2.6 times higher among primary care patients with high scoring providers)

• Post MI patients better outcomes after one year

– Adherence to prevention and disease management recommendations

• Improved blood sugar control in diabetics

Transforming culture. Shaping patient experience 10Transforming culture. Shaping patient experience 10Transforming culture. Shaping patient experience 10

Patient Experience & Outcomes

Relationship

Trust

Compliance

Outcomes

Transforming culture. Shaping patient experience 11Transforming culture. Shaping patient experience 11Transforming culture. Shaping patient experience 11

The Wallet: Why the patient experience matters

– Patient experience is the number one reason for choosing a doctor or hospital

– Patients reporting the poorest quality relationships with their physicians were three times more likely to leave the practice than patients with the highest quality relationship

– Lower satisfaction correlates with higher malpractice risk, with 71% of all claims related to a breakdown in communication

– For every one customer who complains, 20 dissatisfied customers do not. Of those who don’t complain, 90% will not return

Transforming culture. Shaping patient experience 12Transforming culture. Shaping patient experience 12Transforming culture. Shaping patient experience 12

Move3% Develop new friends

5%

Prefer competitor9%

Dissatisfied with product/service

14%Quit because of an attitude of indifference

from staff or organization

69%

Why Customers Leave

Source: T.A.R.P.

Transforming culture. Shaping patient experience 13Transforming culture. Shaping patient experience 13Transforming culture. Shaping patient experience 13

The bottom line . . .

Creating a culture of service supports

being a place where . . .

• patients want to come for care

• providers want to practice

• employees want to work

Transforming culture. Shaping patient experience 14Transforming culture. Shaping patient experience 14Transforming culture. Shaping patient experience 14

Retention matters

• Patients – it is 6 to 10 times more costly to attract a new customer than to retain an existing one

• Employees – 20 percent plus turnover rate

• Physicians – Hard to find, hard to replace! Positive patient experience translates into higher physician satisfaction; reduced risk of burnout

Transforming culture. Shaping patient experience 15Transforming culture. Shaping patient experience 15Transforming culture. Shaping patient experience 15

What do you want them to say?

• Patients

• Employees

• Providers

Transforming culture. Shaping patient experience 16Transforming culture. Shaping patient experience 16Transforming culture. Shaping patient experience 16

Transforming culture. Shaping patient experience 17Transforming culture. Shaping patient experience 17

Click to edit Master text styles

Creating a service driven culture

Transforming culture. Shaping patient experience 18Transforming culture. Shaping patient experience 18Transforming culture. Shaping patient experience 18

Transforming culture. Shaping patient experience 19Transforming culture. Shaping patient experience 19Transforming culture. Shaping patient experience 19

How do you get there?

Leader

Set the Vision

Be Visible

Hold to Standards

Model the Way

Language & Storytelling

Ownership

Transforming culture. Shaping patient experience 20Transforming culture. Shaping patient experience 20Transforming culture. Shaping patient experience 20

Set the Vision

• Make service a priority

• Explain the “why”

• Define what you mean and expect

Transforming culture. Shaping patient experience 21Transforming culture. Shaping patient experience 21Transforming culture. Shaping patient experience 21

Be Visible –Round with a Purpose

• Leader Rounding –

– Purpose – with employees – support, follow-up, feedback & credibility

– Purpose – with patients – concerns, compliments & tactic check-in

Transforming culture. Shaping patient experience 22Transforming culture. Shaping patient experience 22Transforming culture. Shaping patient experience 22

manager

drive-by

How are

things going? OK.

Transforming culture. Shaping patient experience 23Transforming culture. Shaping patient experience 23Transforming culture. Shaping patient experience 23

No, I’m

doing alright.

Anything I can

do to help?

manager

drive-by

Transforming culture. Shaping patient experience 24Transforming culture. Shaping patient experience 24Transforming culture. Shaping patient experience 24

Just great.How are the new

procedures working?

manager

drive-by

Transforming culture. Shaping patient experience 25Transforming culture. Shaping patient experience 25Transforming culture. Shaping patient experience 25

Hold to the standard

• Are you connecting your standards to daily work?

• No more “It depends.”

• Are you:

– Avoiding crucial conversations?

– Tolerating too much?

– Making excuses?

Transforming culture. Shaping patient experience 26Transforming culture. Shaping patient experience 26Transforming culture. Shaping patient experience 26

Model the way

• Don’t just say it. Do it! Be it!

• Be the type of person you want them to imitate.

• Credibility is at stake.

Transforming culture. Shaping patient experience 27Transforming culture. Shaping patient experience 27Transforming culture. Shaping patient experience 27

Language and Storytelling

• Use the words from Standards

– When providing feedback

– To explain the “why” behind new processes

– To reinforce customer expectations

Transforming culture. Shaping patient experience 28Transforming culture. Shaping patient experience 28Transforming culture. Shaping patient experience 28

Here comes the train wreck.

We call him Eeyore.

He’s a drug-seeker.

She’s such a brown-nose.

Transforming culture. Shaping patient experience 29Transforming culture. Shaping patient experience 29Transforming culture. Shaping patient experience 29

Empathy starts here

• Suspend judgement

• Assume a neutral position

Transforming culture. Shaping patient experience 30

Beware of your thoughts, they become your words.

Beware of your words, they become your actions.

Beware of your actions, they become your habits.

Beware of your habits, they become your character.

Beware of your character, it becomes your destiny.

Transforming culture. Shaping patient experience 31Transforming culture. Shaping patient experience 31Transforming culture. Shaping patient experience 31

Tell the story

• Lead staff meetings with a story

• Include stories in huddles

• Tie stories back to MVV

• Share both the good and bad

• Engage the listener by asking questions

Transforming culture. Shaping patient experience 32Transforming culture. Shaping patient experience 32Transforming culture. Shaping patient experience 32

Ownership• Assure every

member of the team understands his/her connection to purpose

• Hold everyone accountable for service excellence and service recovery

Transforming culture. Shaping patient experience 33Transforming culture. Shaping patient experience 33Transforming culture. Shaping patient experience 33

“All I could think was; Get me out of here!”

Transforming culture. Shaping patient experience 34Transforming culture. Shaping patient experience 34Transforming culture. Shaping patient experience 34

Reflect & Refine

• Take time to reflect on your leadership

• Set your daily intentions on at least one thing

• Continue to set personal goals

Transforming culture. Shaping patient experience 35Transforming culture. Shaping patient experience 35Transforming culture. Shaping patient experience 35

Contact Information

Janet Schulz

Senior Vice President – Consulting Division

jschulz@baird-group.com

Baird Group

(920) 563-4684

baird-group.com