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Housekeeping
• 60-minute session includes Q&A at the end• Participants are muted• Please enter questions in the question area of
your control panel• We will be asking some polling questions –
please be prepared to submit responses
Recorded webinar is available at baird-group.com
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What We’ll Cover
• Why it’s important to delve deeper into the customer experience
• Five methods used in understanding the customer experience beyond the patient satisfaction survey.– How they are used– Pros and cons of each method
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About Baird Group
The Baird Group’s mission is to help our healthcare clients fulfill their missions. We achieve this by,
1.Helping them understand the current reality• Culture assessments/diagnosis• Mystery shopping
2. Helping them close the gap between the promise and the reality
• Customer service strategies and training• Leadership development• Employee engagement
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Why Delve Deeper?
• You can’t fix what you don’t know about• It’s 6 – 10 times more costly to attract a new
customer than to retain one• Patients and visitors talk openly about their
experiences (think social media)• Reimbursement is at stake (HCHAPS)• Live your promise
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Moment of Truth
“Is the moment when your patient decides if you are what you say you are.”
-Susan Keane Baker, Managing Patient Expectations
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Methods for a Deeper Dive
• Rounding• Mystery shopping• In-depth interviews• Focus groups• Intercept interviews (with or without video
capture)
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Rounding
Leaders interact directly with patients and visitors to learn more about their experience in real time.
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Are you doing rounding consistently
throughout the organization AND
tracking results?
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Rounding
Pros• Done in real time, which
allows you to make improvements while they are still on site
• Inexpensive• Ownership for results• Models desired behavior
Cons• Patients may not speak
openly • Time consuming• Often done as a drive-by
rather than a true interaction
• Information is kept in silos and not used to make organization-wide change
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How helpful would an app be that
would track rounds including patient
concerns?
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Mystery Shopping
Using trained observers to document the encounter and give feedback about the experience• Phone calls• Patient visits• Walkthroughs • Care partner observers
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Mystery Shopping Phone Calls
“Before you go into detail, this is a clinic. I cannot help you.”
“That practice is closed.”
“We don’t do that here.”
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“You’ll be admitted to room 407, but that room isn’t ready yet.”
“We’ll let the nurses on the unit give you something for pain when you get there.”
“Because you will be having surgery, you cannot have anything to eat or drink.” Green Bracelet & IV inserted but capped.
Family member walks to rm 407 and sees that it is clean and ready. Waits 2 hrs for transfer.
Waits 2 hrs for transfer & pain med.
Family member wonders why nurse would cap off IV when patient is already thirsty and has a headache.
“Where did you get that green bracelet? No you didn’t get it in our ER. If I put that in the record they’ll think I’m retarded.” Puts NPO on the white board.
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Mystery Shopping
Pros• Objective observer• Thorough documentation• Stories that resonate with
the heart• Identifies star performers
and best practices
Cons• Requires financial
investment• Culture may not be ready
for this level of information
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In-Depth Interviews
• One-on-one interviews conducted with the intention of learning more about a specific topic
• Allows discovery of underlying beliefs and attitudes
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In-Depth Interviews
Pros• Promotes trust and
confidence to get at sensitive issues
• Allows patients to speak candidly with an outside listener
• Skilled interviewers can see connections between responses and quantitative data.
Cons• Requires financial
investment when using outside interviewers
• Internal interviewers may create bias
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Focus Groups
• Guided discussion with a select group of individuals focused on a specific topic or subject
• Patient expectations vs. experience
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Focus Group Examples
• Expectations of their providers
• Appointment access• Wait time• Staff and physician
communication• What is most important
to you?
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Focus Groups
Pros• Rich information that often
includes stories• Can assess emotional
reactions• Verbatim comments are
useful in relaying results to physicians and staff
Cons• Financial investment• Need skilled facilitator who
can handle disruptors
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Intercept Interviews (Video Option)
• Patients and visitors are randomly intercepted for a brief interview
• Video option
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Intercept Interviews
Pros• Opportunity to gather
stories while the experience is recent
• Video option can be used internally to give organizational leaders a “slice of life” view
• Resonates with the heart
Cons• Requires sensitivity and
skilled interviewers• Financial investment• Participant permission to be
filmed
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Contact Information
Kristin Baird, President/[email protected]
Baird Group(920) 563-4684
baird-group.com