The following is a guest blog post by Sarah Bennight, Marketing Strategist for Stericycle Communication Solutions, as part of the Communication Solutions Series of blog posts. Follow and engage with them on Twitter: @StericycleComms
In health IT, we talk about the patient experience all the time. Many of us have dedicated our entire careers to improving the patient experience. It has become so central to improving healthcare that patient-reported experience results determine a significant portion of reimbursement.
But today’s patient experiences do beg the question: are they a pie in the sky dream or something tangible that can be addressed in our organizations?
To tackle the patient experience, we have to audit all contact points to determine areas of weakness. A great way to start is by creating a healthcare consumer journey map. Identifying each point a patient could potentially interact with your organization is key to ensuring their experience will be great. Once you have identified each potential encounter, mystery shop that experience as if you were the patient to test your brand’s current performance. When determining whether or not your organization provides a great brand experience, you may find yourself comparing your performance to the top brands you work with on a daily basis.
For example, I recall a time when I studied abroad in the United Kingdom. Upon arriving in a foreign country after 22 hours of travel with little sleep, I needed to eat. I vaguely recalled passing a familiar restaurant sign on the way to my flat: McDonalds. And though I didn’t really love the golden arches at the time, I chose to eat there. Why? Because I knew what to expect. I knew how to order, what menu items would be available, and what it would taste like.
By focusing on consistent interactions and expectations for their customers, McDonalds has created a strong brand. In fact, when asked about introducing new products during a 2010 CNBC interview, former CEO James Skinner said “[McDonald’s doesn’t] put something on the menu until it can be produced at the speed of McDonalds.”
Can your healthcare consumers count on a consistent experience when contacting your organization? Your brand experience should encompass the entire health system to build confidence and loyalty in your brand. Creating consistency across each encounter begins with simple questions. Was their initial call met with a timely, sincere, and welcoming voice? Was parking convenient? Are average waiting times reasonable? Do Center A and Center B provide the same quality support? Is their bill easy to understand? If your answers are all yes, it’s more likely that patients will continue to choose your organization.
When patients feel confidence about provided services and perceive value in the care you provide, brand loyalty is achieved. What’s more, many studies show that patients who have great healthcare experiences and are confident in the level of care they receive will have better clinical outcomes. Value-based care demands consistent, evidence-based clinical interactions. But we can’t leave out the important patient experience outside the walls of the exam room.
After my exhaustive travels, I certainly had a better outcome by relying on my trust in McDonalds’ brand. I chose to value-size my meals frequently throughout my England journey – not because it was the best tasting food, but because I could always rely on consistently convenient and quality experiences. The healthcare industry can certainly learn a lot more from cutting edge commercial companies when it comes to creating loyalty. To learn more about the patient journey and loyalty, download our e-book.
The Communication Solutions Series of blog posts is sponsored by Stericycle Communication Solutions, a leading provider of high quality call center & telephone answering services, patient access services and automated communication technology. Stericycle Communication Solutions combines a human touch with innovative technology to deliver best-in-class communication services. Connect with Stericycle Communication Solutions on social media: @StericycleComms