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Understanding the PatientExperience—Beyond the Survey Kristin Baird, RN, BSN, MHA 1

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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

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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 Transforming culture. Shaping patient experience 3

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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

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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 Transforming culture. Shaping patient experience 5

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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 Transforming culture. Shaping patient experience 6

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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

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Rounding Leaders interact directly with patients and visitors to learn more about their experience in real time.Transforming culture. Shaping patient experience 8

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Are you doing rounding consistentlythroughout the organization ANDtracking results? Transforming culture. Shaping patient experience 9

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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

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How helpful would an app be thatwould track rounds including patientconcerns? Transforming culture. Shaping patient experience 11

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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 observersTransforming culture. Shaping patient experience 12

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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

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Care Partner/observer – caseexample Transforming culture. Shaping patient experience 15

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“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

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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

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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 attitudesTransforming culture. Shaping patient experience 19

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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

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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

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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? Transforming culture. Shaping patient experience 22

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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

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Intercept Interviews (Video Option) • Patients and visitors are randomly intercepted for a brief interview • Video option Transforming culture. Shaping patient experience 24

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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

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Questions?Transforming culture. Shaping patient experience 26

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Contact InformationKristin Baird, President/CEO kris@baird-group.com Baird Group (920) 563-4684 baird-group.com Transforming culture. Shaping patient experience 27