Dr. Madhu Sasidhar, Chief Medical Officer & Consultant in Pulmonary Medicine & Critical Care Medicine | Cleveland
Q-1 Cleveland Clinic has always been a pioneer in healthcare and known for its patient-first culture. What are the some of the steps taken at Cleveland Clinic to improve and measure patient experience?
We are starting to recognize limitations of traditional measures of patient experience. Historically, patient experience has focussed on processes within hospitals and outpatient clinics such as staff responsiveness, communication, cleanliness & quiet environments. But the patient journey starts well before they arrive at a facility, and often continues for long after the patient leaves. This is especially true in a connected environment where our services are utilized by patients through web portals, messaging platforms and mobile applications. Recognizing this, we have started to look at several aspects of patient experience that capture a wider range of interactions
Ease of journey
Increasingly, patients expect a seamless journey that is well orchestrated and without friction. Applications or portals that do not work as expected, delayed access and poor coordination of care are leading causes for dissatisfaction. In one survey, 80% of patients reported that “convenience factors” alone would be sufficient to make them switch providers.
Net promoter score
For an average US hospital, the cost of losing one patient is estimated to be $ 1.4 million over the patient’s lifetime. Likelihood to recommend a provider or brand to a friend of family member is a powerful predictor of brand loyalty.
Q-2 What do health care providers need to do differently in order to motivate and empower patients to take greater role and responsibility for managing and improving their health?
Patients value connectivity and self-efficacy. Understanding the entire patient journey and identifying opportunities to promote self-efficacy will empower patients. Providers should place greater emphasis on shared decision making and timely information access for patients. Providing access to curated, high quality, health and disease information is essential to promoting health literacy. This is especially true for wellness and disease prevention programs where conflicting opinions on the internet and social media result in confusion and fear among patients.
Q-3 What do you see as the future for patient reported outcomes, and involving patients in defining what a quality outcome is from their perspective?
Patient reported outcomes are going to be increasingly important as health systems and payers focus on affordable care. Value based care initiatives will increasingly focus on demonstrable improvements in patient reported outcomes and quality of life. With many interventions, there is discordance between clinically reported outcomes such as mortality or improvements in physiology and patient experience.
Q-4 What advice would you give other organizations across the globe working to improve the patient experience?
Organization should be shameless about copying best practices from the competitors.
Q-5 How can brands create an emotional engagement in the age digital disruption?
Go beyond process optimization, and focus on the subconscious experience.
Q-6 Cleveland clinic has embraced the role of technology for enhanced customer experience. What are the new technological trends you are excited about that will redefine the face of patient excellence?
o Evolution of big data analytics, machine learning and artificial intelligence. By combining data from diverse sources such as including electronic health records, CRM platforms and social media, and utilizing machine learning and artificial intelligence, healthcare organization can utilize data as a platform to create value.
o The intersection of virtual and physical worlds will have a major impact on healthcare. Just as a customer can use an app to find a rideshare, select the type of vehicle and look up to see a car pull up, healthcare will also allow the Internet of Things, wearables and mobile devices to interact intelligently with the physical world of medical devices. There are several examples such as implantable cardiac devices that transmit data over cellular networks across international boundaries for offline analysis. Increasingly, these technologies will allow complex care to be transitioned out of traditional settings such as hospitals to the patient’s home.
Q-7 In your opinion why is a platform like International Patient Experience Symposium important to the healthcare fraternity – what are your expectations from the upcoming gathering
These forums allow attendees to learn first-hand what works and gain insight into translating theory to practice.