No matter how nice your facility, it would be impossible to ask patients (or their families) to forget why they are there. To mistake your hospital, surgery center or medical office for a five star resort will most likely never happen, however there is no reason why your team cannot adopt a hospitality rich approach towards patients and their loved ones.
It should start the moment they come on to your property. Is the signage clear, direct and inviting? Are doors held open? Are the folks they interact with smiling? Does your team great ‘guests’ with warm greetings? Does everyone from the janitorial team to the surgeons, always stop to acknowledge a patient or a family member? Now this all may sound a little like fantasy land, but understand the top Healthcare organizations are now taking cues from the top hospitality organizations. They understand that it is not just about high quality patient care (which will always be key) but about the overall patient experience that will separate the good from the great in the years to come. They also understand, although it will take some time, the cost associated with changing the culture of their organization to be more in line with a Ritz Carlton is minimal. It is however, a fundamental change in philosophy. As with most key initiatives, it starts at the top. A conscience decision to move away from the traditional health care approach and embrace one of welcoming and warmth.
Find the best hotel in the area and take your leadership team there. On the way, stop by a Starbucks. Hit a Chick-fil-A for lunch. You will see how a team trained in hospitality separates them from their competition and why people are willing to go there and pay more. It could be the answer to the question, ‘what will make us different?’ When it comes to Patient Care, don’t forget the hospitality.
