Have you ever been frustrated by your experience as a patient? I found myself recently needing to take my husband to an urgent care on a Sunday due to an unfortunate incident. Everything about the experience from start to finish was less than ideal. The check-in involved a clip board and pen asking questions that we already answered 100 times before. The poor nurse at the front desk then had to manually enter our information into the computer. This archaic process caused delays for every patient waiting, and the room only continued to fill up.
What’s even more frustrating, is that it would not take a big investment to improve my experience. A tablet that syncs to the EHR versus a busy nurse trying to interpret my frantic scribbles, would be far more efficient.
It can only take one bad experience to deter you from returning and healthcare providers are no exception. After our experience, we would never return to that urgent care.
Improving the patient experience
Healthcare is taking the lead from other consumer-oriented industries like retail. Healthcare providers are seeking ways of removing friction from every area of the patient experience, from scheduling to check-in/check-out, pricing, payments, to follow-up care. Even the president of HIMSS points out that every patient wears three hats: citizen, patient and consumer.
Retail strategies healthcare can learn from
It is the experience of the patient as a consumer that we can apply the learnings from the retail industry to evolve the overall experience for patients. Especially when looking at ambulatory facilities, whether a physician clinic, an urgent care, or a surgical center, there is an aspect of the guest experience when you are in the waiting room that transitions to the patient experience once you enter the exam room.
Research in the retail industry shows most consumers will choose a competitor after 1-2 poor experiences. Patients today have many options including retail pharmacies offering primary care such as CVS and Walgreens, telehealth providers such as Teledoc and MDLive, and other independent urgent care providers. Are healthcare organizations keeping in mind how little room there is for error with patients?
This topic of retail healthcare is one we will be examining much further. Windstream Enterprise will be an exhibitor at HIMSS 2019. Be sure to visit us at booth #735 and attend our speaking session: Retail Healthcare Delivery Evolution on February 14th from 10 -11 AM. Dev Ashish, CIO of GoHealth Urgent Care and Rehan Shah, Regional President of Windstream Enterprise will be speaking much more on this very topic.
Molly True is a Healthcare industry Marketing Specialist at Windstream Enterprise. She has previous experience at Avaya as a Senior Healthcare Marketing Manager. She holds a CAHIMS (Certified Associate in Health Information & Management Systems) from HIMSS and is a national member of HIMSS. Molly has her MBA from Meredith College and her BS in Computer Science from Appalachian State University. She also has product management, service product management, and product marketing experience.
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