understanding the patient experience beyond the survey

1

Understanding the Patient

Experience—Beyond the

SurveyKristin Baird, RN, BSN, MHA

Transforming culture. Shaping patient experience 2

Housekeeping

• 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

Recorded webinar is available at baird-group.com


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


About Baird Group

The Baird Group’s mission is to help our healthcare clients fulfill their missions. We achieve this by,

1.Helping them understand the current reality• Culture assessments/diagnosis• Mystery shopping

2. Helping them close the gap between the promise and the reality

• Customer service strategies and training• Leadership development• Employee engagement


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


Moment of Truth

“Is the moment when your patient decides if you are what you say you are.”

-Susan Keane Baker, Managing Patient Expectations


Methods for a Deeper Dive

• Rounding• Mystery shopping• In-depth interviews• Focus groups• Intercept interviews (with or without video

capture)


Rounding

Leaders interact directly with patients and visitors to learn more about their experience in real time.


Are you doing rounding consistently

throughout the organization AND

tracking results?


Rounding

Pros• Done in real time, which

allows you to make improvements while they are still on site

• Inexpensive• Ownership for results• Models desired behavior

Cons• Patients may not speak

openly • Time consuming• Often done as a drive-by

rather than a true interaction

• Information is kept in silos and not used to make organization-wide change


How helpful would an app be that

would track rounds including patient

concerns?


Mystery Shopping

Using trained observers to document the encounter and give feedback about the experience• Phone calls• Patient visits• Walkthroughs • Care partner observers


Mystery Shopping Phone Calls

“Before you go into detail, this is a clinic. I cannot help you.”

“That practice is closed.”

“We don’t do that here.”


Care Partner/observer – case

example


“You’ll be admitted to room 407, but that room isn’t ready yet.”

“We’ll let the nurses on the unit give you something for pain when you get there.”

“Because you will be having surgery, you cannot have anything to eat or drink.” Green Bracelet & IV inserted but capped.

Family member walks to rm 407 and sees that it is clean and ready. Waits 2 hrs for transfer.

Waits 2 hrs for transfer & pain med.

Family member wonders why nurse would cap off IV when patient is already thirsty and has a headache.

“Where did you get that green bracelet? No you didn’t get it in our ER. If I put that in the record they’ll think I’m retarded.” Puts NPO on the white board.


Mystery Shopping

Pros• Objective observer• Thorough documentation• Stories that resonate with

the heart• Identifies star performers

and best practices

Cons• Requires financial

investment• Culture may not be ready

for this level of information


In-Depth Interviews

• One-on-one interviews conducted with the intention of learning more about a specific topic

• Allows discovery of underlying beliefs and attitudes


In-Depth Interviews

Pros• Promotes trust and

confidence to get at sensitive issues

• Allows patients to speak candidly with an outside listener

• Skilled interviewers can see connections between responses and quantitative data.

Cons• Requires financial

investment when using outside interviewers

• Internal interviewers may create bias


Focus Groups

• Guided discussion with a select group of individuals focused on a specific topic or subject

• Patient expectations vs. experience


Focus Group Examples

• Expectations of their providers

• Appointment access• Wait time• Staff and physician

communication• What is most important

to you?


Focus Groups

Pros• Rich information that often

includes stories• Can assess emotional

reactions• Verbatim comments are

useful in relaying results to physicians and staff

Cons• Financial investment• Need skilled facilitator who

can handle disruptors


Intercept Interviews (Video Option)

• Patients and visitors are randomly intercepted for a brief interview

• Video option


Intercept Interviews

Pros• Opportunity to gather

stories while the experience is recent

• Video option can be used internally to give organizational leaders a “slice of life” view

• Resonates with the heart

Cons• Requires sensitivity and

skilled interviewers• Financial investment• Participant permission to be

filmed


Questions?


Contact Information

Kristin Baird, President/[email protected]

Baird Group(920) 563-4684

baird-group.com

mailto:[email protected]



http://baird-group.com/



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