In an era where consumerism is present in all facets of society, the patient experience is emerging as one of the most important measures of a hospital's success.
Patient surveys, such as the Hospital Consumer Assessment of Healthcare Providers and Systems, create a national standard for collecting and publicly reporting information on hospitals to support consumer choice. This information is also directly tied to reimbursement.
Consumer websites such as Healthgrades and even Yelp publicize individual patient's reviews of their experience with a provider or hospital. All of these sources provide consumers, who are increasingly demanding more information and more choice, insight into the type of experience they can expect at any given hospital. If it weren't already priority No. 1 in a hospital, it is now simply imperative to ensure the patient experience is as positive as possible.
However, this is easier said than done.
In the traditional healthcare paradigm, the physician was the center of the world. Now, with the patient as the centerpiece, a behavioral and cultural shift must occur among every person who interacts with the patient in the hospital.
"Hospitals have a large employee base they need to educate," says John Di Capua, MD, CEO of North American Partners in Anesthesia. "Furthermore, hospital leaders need to acknowledge their providers may not have received formal training for interacting with patients the way they prefer."
Therefore, improving the patient experience requires investment in formal training, as well as collecting feedback from patients so it is possible to identify both areas of excellence and areas in need of improvement, according to Dr. Di Capua.
Perhaps one of the most important areas in which hospital staff — especially physicians — need training is in communication. According to a study published by the National Center for Biotechnology, in an average visit, patients only spoke for an average of 12 seconds before their physician interrupted them. The study, which examined 60 routine primary care office visits among 22 family practice and internal medicine residents, also found physicians spent an average of 11 minutes with patients during appointments, with patients speaking for about four of those minutes.
Additionally, eye contact between physicians and patients is severely reduced by the use of technology. Physicians spend approximately one-third of their time with patients looking at a computer screen, according to a United Press International report.
These findings underscore the critical need for physicians to improve their communication skills. According to Dr. Di Capua, above all else, it is the human factor in healthcare that contributes most significantly to a positive experience for patients.
"Communicate with patients the way you would want to be communicated with," says Dr. Di Capua. "Take the time to not only talk to patients but their families and significant others as well. Take the time to explain what the patient will experience during their episode of care."
While thorough medical care, positive outcomes and a speedy recovery is integral to the patient experience, "If you don't take the time out of your rushed day to say, 'I'm here for you,' your patients won't remember it as a good experience," says Dr. Di Capua.
Ensuring a patient is comfortable and confident affects outcomes, according to Dr. Di Capua. For example, a surgeon who takes the time to speak with the patient and his or her family before surgery helps them relax, whereas a surgeon who can barely manage a "hello" or appears rushed or bothered. This creates anxiety and worry for the patient, who might then experience rapid heart rate and elevated blood pressure upon entering the operating room.
Physicians will likely require explicit training and incentives to change their behavior and improve communication with patients. However, this training should not convey a one-size-fits-all approach. Customizing how patients want to be communicated with, especially before they arrive and after they are discharged from the hospital, helps create a positive experience. For instance, while the millennial generation is perhaps more tech savvy and more inclined to prefer texting with their care team, this should not be assumed. Likewise, it should not be assumed an older person is adverse to texting or emailing. It is important to ask patients what they want for strong communication on both ends.
Concentrating on the patient experience is a win-win for both patients and providers. While patients will benefit from better care and positive outcomes, providers will benefit from praise and accolades from their patients and word of mouth referrals to other prospective patients. Importantly, the more a patient trusts and respects a physician, the more likely he or she is to adhere to the physician's advice, according to Dr. Di Capua.