Hospitals, Health Systems and larger practices are spending millions on advertising to convince the public at large that they care, really care, about their patients. Although hiring a four string quartet for the lobby may make sense, organizations should really focus on the little things (often free or cost pennies) which have the greatest impact on the patient’s overall experience. For some readers, this is just a refresher. You are already doing a remarkable job. For others, it may be a gut check. Advertising and Marketing budgets will never be zero, but if they do not reflect reality, any dollars spent may be wasted ones. The patient’s experience and their impression of your organization start well before they ever see a nurse or doctor. Putting yourself in the patients’ shoes, let’s look at three areas that can help make their experience great: what they see, what they hear, and what they wear.What the patient sees. Have a friend or colleague you trust visit your facility and ask them for their honest assessment. Be open to their feedback. Is the walk from their car free of litter and debris? Is the lobby and waiting area warm and inviting? Is the area well lit? Is the signage sufficient so they know exactly where to go? Does the staff look professional? How’s the housekeeping, i.e. does the floor or carpet look clean? All these things form a first and lasting impression on the patient. It will take a lot to win them back if they don’t like what they see.
Next month we will continue the discussion by focusing on what the patient hear and wear. The marketing campaigns will continue, but rally your team around doing the little things right; it can make all the difference.
