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Understanding the patient experience beyond the survey
Explore 5 proven methods for understanding the patient experience beyond the patient satisfaction survey. Created by Kristin Baird, RN, BSN, MHS, this presentation is designed to help the healthcare professional delve deeper into the patient experience through rounding, mystery shopping, intercept interviews, and more.
Created by Kristin Baird, CEO Baird Group Fort Atkinson, WI Bairdfirstname.lastname@example.org(920)563 4684
Mystery shopping is a great way to dig deeper into the patient experience. It is one that is becoming more widely used in the healthcare industry. The Baird group works with hospitals, medical practices and long term care facilities across the country to find out more about the real experience. We have methods for gathering data using mystery shopping. These include phone calls – where we call looking for an appointment or information about services and then gauge that encounter on several criteria including friendliness, knowledge about the provider and service, empathy and appointment access. The mystery shopper uses scenarios appropriate for the specialty or service line. The caller not only documents what happened during the encounter, but also adds his or her emotional response to the phone attendant. Patient visits are another really useful form of mystery shopping that allows us to evaluate the encounter from the very first phone call all the way through the close of the encounter , the bill and any follow up information.Walk throughs are just what they sound like. Our mystery shoppers document the experience from the first navigational signs and throughout the walk through. They do photo documentation and observation – again, they are documenting the facts as well as their impressions. The fourth method within mystery shopping is great for inpatient experiences. We have developed a great methodology as a care partner where we are partnered with a patient and accompany them throughout all or a portion of their admission. We successfully use this method for both scheduled admissions as well as admissions through the ER. Case example: One of our clients uses mystery shopping as a pre requisite for any marketing activity. The Marketing department led the charge but it pushed operations into better customer service and process improvements. Phone call on pediatric epilepsy where we knew that they provided the service but wanted to test the information given. Referred to a competitor. You can see why it was important for them to know what the patient experience was on the phone before launching a big ad campaign. Here are a few more examples.
Our mystery shoppers complete thousands of phone calls all over the country. Some of the things that they hear make them feel confident in an organization after just a few minute phone call. Other encounters leave them confused and even put off.
Walkthroughs and patient visits give an opportunity to see what the patients and visitors see. They document with photos and give a summary of their impressions and how it made them feel. They give their reaction.
As I mentioned the care partner/observers have the opportunity to follow along as a family member or friend as the patient goes through their healthcare experience. In the example I am about to share, the care partner/observer joined the patient in the ER so that she could observe and document handoffs from ER to the inpatient setting including shift changes and as the hospitalists changed off.
Focus groups are very useful in exploring patient expectations and how those expectations compare to their actual experiences. The gaps identified give rich information. Some of the things that we have used focus groups for include…
We recently did focus groups that revealed some important patient perceptions about a medical practice that, when presented to the physicians, demonstrated that their scheduling practices were turning people toward the competitors. In one group, the perception was that the clinic closed down for over 90 minutes in the middle of the day. Focus group particiapants actually started coaching one another about work-arounds. When to call, which days to avoid.
The last method that I’ll mention is intercept interviews.These interviews can be about specific aspects of the encounter like parking, registration, or wayfinding. They can also be as detailed as describing their total experience. It does require that you have permission and skilled interviewers. We recently did a series of intercept, man-on-the-street interviews that were video taped as a method to help leaders embrace the real experience with their patients. Interviews were done outside and inside buildings in conjunction with the marketing team who would get permission and signature, we would conduct the interview. The film was edited to a 10 min. video used in management. The stories that people told were amazing and did wonders for helping managers to embrace the customer experience.
Understanding the patient experience beyond the survey
Understanding the PatientExperience—Beyond the Survey Kristin Baird, RN, BSN, MHA 1
Housekeeping Recorded webinar is available at baird-group.com• 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 Transforming culture. Shaping patient experience 2
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 Transforming culture. Shaping patient experience 3
About Baird GroupThe Baird Group’s mission is to help our healthcare clients fulfill theirmissions. We achieve this by,1.Helping them understand the current reality • Culture assessments/diagnosis • Mystery shopping2. Helping them close the gap between the promise and the reality • Customer service strategies and training • Leadership development • Employee engagement Transforming culture. Shaping patient experience 4
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 Transforming culture. Shaping patient experience 5
Moment of Truth“Is the moment when your patient decides if you are what you say you are.” -Susan Keane Baker, Managing Patient Expectations Transforming culture. Shaping patient experience 6
Methods for a Deeper Dive• Rounding• Mystery shopping• In-depth interviews• Focus groups• Intercept interviews (with or without video capture) Transforming culture. Shaping patient experience 7
Rounding Leaders interact directly with patients and visitors to learn more about their experience in real time.Transforming culture. Shaping patient experience 8
Are you doing rounding consistentlythroughout the organization ANDtracking results? Transforming culture. Shaping patient experience 9
RoundingPros Cons• Done in real time, which • Patients may not speak allows you to make openly improvements while they • Time consuming are still on site • Often done as a drive-by• Inexpensive rather than a true• Ownership for results interaction• Models desired behavior • Information is kept in silos and not used to make organization-wide change Transforming culture. Shaping patient experience 10
How helpful would an app be thatwould track rounds including patientconcerns? Transforming culture. Shaping patient experience 11
Mystery Shopping Using trained observers to document the encounter and give feedback about the experience • Phone calls • Patient visits • Walkthroughs • Care partner observersTransforming culture. Shaping patient experience 12
Mystery Shopping Phone Calls“Before you go into detail, this isa clinic. I cannot help you.” “That practice is closed.” “We don’t do that here.” Transforming culture. Shaping patient experience 13
“You’ll be admitted Family memberto room 407, but walks to rm 407 andthat room isn’t ready sees that it is cleanyet.” and ready. Waits 2 hrs for transfer.“We’ll let the nurses “Where did you geton the unit give you Waits 2 hrs for that green bracelet?something for pain transfer & pain med. No you didn’t get itwhen you get there.” in our ER. If I put that in the record“Because you will be Family member they’ll think I’mhaving surgery, you wonders why nurse retarded.” Puts NPOcannot have would cap off IV on the white board.anything to eat or when patient isdrink.” Green already thirsty andBracelet & IV has a headache.inserted but capped. Transforming culture. Shaping patient experience 16
Mystery ShoppingPros Cons• Objective observer • Requires financial• Thorough documentation investment• Stories that resonate with • Culture may not be ready the heart for this level of information• Identifies star performers and best practices Transforming culture. Shaping patient experience 18
In-Depth Interviews • One-on-one interviews conducted with the intention of learning more about a specific topic • Allows discovery of underlying beliefs and attitudesTransforming culture. Shaping patient experience 19
In-Depth InterviewsPros Cons• Promotes trust and • Requires financial confidence to get at investment when using sensitive issues outside interviewers• Allows patients to speak • Internal interviewers may candidly with an outside create bias listener• Skilled interviewers can see connections between responses and quantitative data. Transforming culture. Shaping patient experience 20
Focus Groups • Guided discussion with a select group of individuals focused on a specific topic or subject • Patient expectations vs. experienceTransforming culture. Shaping patient experience 21
Focus Group Examples • Expectations of their providers • Appointment access • Wait time • Staff and physician communication • What is most important to you? Transforming culture. Shaping patient experience 22
Focus GroupsPros Cons• Rich information that often • Financial investment includes stories • Need skilled facilitator who• Can assess emotional can handle disruptors reactions• Verbatim comments are useful in relaying results to physicians and staff Transforming culture. Shaping patient experience 23
Intercept Interviews (Video Option) • Patients and visitors are randomly intercepted for a brief interview • Video option Transforming culture. Shaping patient experience 24
Intercept InterviewsPros Cons• Opportunity to gather • Requires sensitivity and stories while the experience skilled interviewers is recent • Financial investment• Video option can be used • Participant permission to be internally to give filmed organizational leaders a “slice of life” view• Resonates with the heart Transforming culture. Shaping patient experience 25