Lessons from the Field – We’re Patient-Focused, But……

For several years now, hospitals and other providers have marketed to patients that they are patient-focused using any number of brand tag lines. Cleaver and memorable in most cases, the brand taglines, in a few short marketing communications messages, hit various marketing channels. You can replace healthcare providers with vendors and patient-focused with customer-focused for the same result.

I am not writing today about how you become patient or customer-focused. Previous blog posts have addressed the characteristics and mechanics of what it takes to be patient or customer-focused. If you are interested, you can read “Patient & Customer Centricity is Culture-Driven, Not Program Driven” http://bit.ly/2PVtRLW, and “Your Definitive Guide for Making a Hospital Patient-focused in a Pandemic World https://bit.ly/2Go5Ri5.”

Today is more concerning what does it mean to say you are patient or customer-focused. And in saying “we’re patient or customer-focused,” what does that mean in the context of strategic planning and business decisions you make.

Having worked for both providers and vendors locally, regionally, nationally, and internationally, the lesson about placing a line-in-the-sand internally and externally regarding patient and customer-centricity are many. Those lessons are summarized this way.

Image by Gred Altmann from Pixabay

We’re Patient Focused.

But

The 200 standard procedure searchable pricing information mandated by CMS is hidden and hard to find on the website.

We’re Patient Focused.

But

Communication with patients, employees, physicians, or customers are inconsistent and unclear.

We’re Patient Focused.

But

You don’t provide continuous meaningful information and training internally on service excellence.

We’re Patient Focused.

But

Have no interest in creating the culture or organizational structures, policies, and procedures to be patient-focused.

We’re Patient Focused.

But

We have to tell you to rate us high on any patient or customer satisfaction survey.

We’re Patient Focused.

But

We don’t consistently communicate clearly with family and friends.

We’re Patient Focused.

But

When it’s time to pay the bill, you’ll be left on your own to figure out our programs.

We’re Patient Focused.

But

We won’t create the options to access more convenient and accessible care based on your schedule.

We’re Patient Focused.

But

Make our resource allocation and staffing decisions for our convenience and needs, not yours.

We’re Patient Focused. It means you don’t get to pick when you’re patient-focused.

Image by Gordon Johnson from Pixabay

Michael is a healthcare business, marketing, communications strategist, and thought leader. As an internationally followed healthcare strategy blogger, his blog, Healthcare Marketing Matters, is read in 52 countries and is listed on the 100 Top Healthcare Marketing Blogs & Websites ranked at No. 3 on the list by Feedspot.com. Michael is a Life Fellow American College of Healthcare Executives. An influencer in healthcare marketing strategy, communications, digital marketing, and social media, Michael is in the top 10 percent of social media experts nationwide. For inquiries regarding strategic consulting engagements, you can email me at michael@themichaeljgroup.com.

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The opinions expressed are my own.

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