Patient’s Perspective - Adverse Events

Adverse events in healthcare are a touchy subject that can evoke strong emotions and opinions from people, especially those affected by them. Healthcare in itself is inherently full of risks but the majority of the general public does not view it that way or even acknowledge it. To most people, their thinking is “I get sick. I go to the doctor. The doctor makes me well again.” Perfect healthcare is an unrealistic expectation. They don’t realize all the risks associated with healthcare and with places like hospitals. There are so many adverse things (like nosocomial infections) that can happen to a person simply by being present at the hospital, let alone having a procedure done there. People can acquire methicillin-resistant Staphylococcus aureus (MRSA) visiting healthcare facilities or die from relatively routine procedures due to complications.

                The average patient does not have the knowledge and experience necessary to properly and objectively assess an adverse event. There could possibly be so many factors involved that would make it beyond the patient’s comprehension. Standard procedures in the operating room could have been improperly executed by staff members resulting in an adverse event. The most important people involved in determining an adverse event would be the healthcare providers present when the event allegedly occurred. Patients are often put under during their procedures and would be unaware if any adverse events occurred. The healthcare providers directly involved with the procedure would have first-hand knowledge to any such events. Patients could also easily mistake postoperative pain, swelling, and bruising as adverse events when in actuality, they are all part of the healing process. It should be left to the healthcare professionals to decide when an adverse event has or has not occurred.

                The patient’s perspective is most important from a customer service point of view for damage control. When an adverse event has not occurred but the patient believes otherwise, it could result in a less than desirable situation if not properly handled and addressed with the patient. The healthcare providers involved along with risk management needs to address the issue with the patient in order to properly diffuse the situation. This could involve speaking to the patient and their loved ones or working out some other arrangement to avoid any costly lawsuits. Involving patients and families in this process is essential (Ransom, 2008).

References

Ransom, E., Joshi, M., Nash, D., & Ransom, S. (2008). The Healthcare Quality Book Second Edition. Chicago, IL: Health Administration Press.

Health Care Consumer Satisfaction

The health care industry is quickly shifting its marketing strategies toward efforts designed to attract and appeal to its consumers. Patients have now become consumers of health care with hospitals and physicians all jockeying for position in order to provide their medical services. This shift from treating patients to providing services to health care consumers has greatly directed focus and attention toward customer service. Initiatives aimed at boosting customer service and experience include customer service training for staff, offering convenient services such as free valet parking, or even upgrading facilities with more luxurious amenities. Patients often have a choice in where to spend their health care dollars so health care providers are now advertising directly to them in order to capture this market (Ossoff & Thomason, 2012).

Increasing patient satisfaction will hopefully increase patient loyalty, which in turn should lead to repeat business from patients. Satisfied patients are more likely to positively market and recommend a physician or hospital to a friend or relative whereas an unsatisfied patient may negatively inform those around them to seek services elsewhere. Another reason to strive for high patient satisfaction could stem from financial pressure from the Centers for Medicare & Medicaid Services (CMS). CMS has realized that there is a correlation between patient satisfaction and positive clinical outcomes and will be putting in place initiatives to financially incentivize providers with high patient satisfaction rates and penalize those who are unable to meet the set levels for patient satisfaction(Ossoff & Thomason, 2012).

It is in the best interest for hospitals and medical facilities to invest in education and training programs designed to hone and strengthen patient interaction, communication, and customer service skills of physicians and staff. This will help to maintain and create long lasting relationships between health care providers and health care consumers while helping to ensure maximized reimbursement benefits and minimized reimbursement penalties.

References:

Ossoff, R. H., & Thomason, C. D. (2012). The Role of the Physician in Patient Satisfaction. Journal Of Health Care Compliance, 14(1), 57-72.