monitoring customer/patient experience and satisfaction

Importance of Measuring and Monitoring Customer/Patient Experience and Satisfaction

Measuring customer experience drives sales and ensures patients always come back to the healthcare institutions. When attracting new patients, healthcare institutions often overlook the impact the experiences customers have on the acquisition of new customers. Measuring and monitoring customer experience gives healthcare institutions data and insight to create and implement new strategies to their healthcare processes (Batbaatar, Doridagya, Luysannyam and Amenta, 2015, pp.243-250).

According to a survey conducted between 2015 to 2017 by the office of the National Coordination for Health Information shows that 82% of hospitals use electronic health records data to measure patient safety while 77% use it to measure the organization’s performance. 67% of hospitals use data to identify high-risk patients. The report also highlighted that the majority of healthcare institutions that did not use data to improve their processes suffered from poor ratings from former patients.

This report highlights that the use of data gotten from measuring and monitoring patients is crucial in cultivating strong customer relationships and customer satisfaction, leading to increase customer loyalty. Increased loyalty helps to motivate them to become more willing to serve as references for new sales opportunities. People are more likely to pay attention to the recommendations patients who have received treatment at a particular health care center rather than that of advertising. This will result in shorter sales cycles and higher close rates (Batbaatar, Doridagya, Luysannyam and Amenta, 2015, pp.243-250).

 

 

Tools to Measure Customer/Patient Experience

Two main approaches are used to measure patient satisfaction. They are qualitative and quantitative approaches. The quantitative approach provides healthcare institutions with an accurate method to measure patient satisfaction. This includes having standardized questionnaires that are either self-reported or administered by an interviewer or via telephone (Brett et al., 2014, pp. 637-650). Questionnaires are the most common quantitative method of measuring patient experience. This is mainly due to the vast variation this method has when collecting data. According to a 2002 survey conducted by 16 academic centers based in the United States of America, questionnaires can be made more accurate by developing them internally (Brett et al., 2014, pp. 637-650). This isn’t very easy to do in other methods of data collection methods.

Another way of a qualitative approach is observation. This method will involve looking closely at the different processes that are going on in a healthcare institution and getting information on what is happening. A qualitative approach to measuring customer/patient experience is aimed towards understanding underlying reasons, opinions, and motivations of patient choices. Qualitative methods include interviews, group discussions, document analysis, and observation. Interviews explore the viewpoints and beliefs of the patient in regards to their healthcare experience (Brett et al., 2014, pp. 637-650). Focus group discussions are crucial in acquiring and examining how social knowledge is produced. This carried out by a facilitator who helps to guide a group of patients on a particular topic. At the end of the discussion, a conclusion will be made, and data will be collected on a participant’s thoughts. Observation involves looking closely at the different processes that are going on in a healthcare institution and collect data on what is happening (Brett et al., 2014, pp. 637-650).

Concerns

The first concern is the when patients can also feel like the questions asked conflict with their beliefs (Batbaatar, Doridagya, Luysannyam and Amenta, 2017, pp.89-101). According to the American Medical Association, is that physicians should try and understand a patient and by asking a patient a disrespectful question, this might result in conflict.

Patients are mistrustful of institutions, primarily due to the revelations that their data might be used to undermine them. It is estimated by Health-tech magazine that 48% of patient data breaches are attributed to financial gain. Insiders use this information to commit tax return fraud and opening credit using their patients’ names. Medicine.jrank.org states that the medical records of a patient that are not held in confidence. This may result in their data being used in the marketing of drugs, raising the prospect that their condition may be discovered by their family members and colleagues, leading to discrimination.

Some of these approaches in measuring customer experience are expensive and require to be carried out with a lot of skill. An example is the cost of purchasing and installing an electronic health record is between $15000 to $70000. It is also expensive to survey as it was requiring to hiring experts to create and analyze the questionnaires. This might put pressure on a healthcare institution’s resources (Batbaatar, Doridagya, Luysannyam and Amenta, 2017, pp.89-101).

Benefits and Desired Outcomes of Patient Public Participation

Patient and public involvement in healthcare are crucial during the initial stages of any medical research as it helps to identify relevant topics for the research agenda. Researchers find it impossible to study everything in their field of study when developing cures, vaccines, or new surgical techniques (Ocloo and Matthews, 2016, pp.626-532). The participation of patients and the public is crucial in guiding a researcher on which part they should focus and what should be deferred (Batbaatar, Doridagya, Luysannyam and Amenta, 2017, pp.89-101). An example of this was people being recruited for clinical trials or to take part in research or participating in a focus group on cancer treatment by the John Hopkins hospital. This helped them to align their objectives and streamline their cancer treatment programs.

Public and Patient Participation in Healthcare

Patient involvement in healthcare begins at diagnosis and treatment. Patients and healthcare workers cooperate in selecting an appropriate remedy and condition management strategy that suits the needs of the patient. During their involvement, patients have limited power and decision-making authority over the treatment that they are being offered. Patient and public participation are also experienced during the research and development of healthcare initiatives. This is not crucial in giving research legitimacy and accurate data. Educating one another and removing the stigma associated with specific diseases and conditions. Public participation has been crucial in helping the stigma associated with HIV/ AIDS to dissipate. This was carried out by humanizing the patients and explaining to people how well they can contract the disease, and it can affect all people. Lobbying for better policies in healthcare is another way that people can participate in healthcare. This is one of the most common ways of public participation in healthcare as individuals can lobby via the government and through special groups.

 

Difficulties or Concerns with Patient and Public Involvement in Healthcare

During patient and public involvement, one of the main concerns is equality and discrimination during the involvement process. This includes discrimination based on gender, ethnicity, creed, sexuality, class, and disability (Batbaatar, Doridagya, Luysannyam and Amenta, 2017, pp.89-101). Discrimination in the medical field leads to people not taking the concerns of the minority population seriously. According to the United States Center for Disease Control, African Americans, women, and the Native American community have been excluded in most medical research during the 20th century leading to them being disfranchised in the health sector (Ocloo and Matthews, 2016, pp.626-532).

Another concern is where people live. This concern is predominantly common among the homeless and the poor. It is also challenging to get those in prison, the penal system, and travellers to participate in healthcare as there hard to reach for feedback. A study conducted on the Barriers to formal healthcare utilization among poor older people under the livelihood empowerment against poverty programmed in the Atwima Nwabiagya District of Ghana showed that those who live in deplorable conditions are not likely to be taken seriously during their participation. This is due to the economic barriers and the lack f insurance giving health workers a negative attitude towards them. This may result in the full public patient involvement not being active (Batbaatar, Doridagya, Luysannyam and Amenta, 2017, pp.89-101).

Patient and public participation can also be affected by communication issues. Deaf and visually impaired individuals have to be taken into consideration during the participation process (Ocloo and Matthews, 2016, pp.626-532). Conventional methods are unsuited for this demographic, resulting in them being left out during their participation. Apart from this, some individuals do not speak English as their first language. This may prevent them from participating in public patient discussions due to the language barrier (Ocloo and Matthews, 2016, pp.626-532).

Another concern to patient public participation in healthcare is unwanted voices. This is the perception that the experiences and points of view of individual people are more welcome than others. This particularly prevalent in those who agree or are less challenging of a particular system or status quo within the medical industry. People might also fail to be included due to the high cost and difficulty of adding them in the process. An example of such people is persons with dementia. Patients with dementia are forgetful and get confused quickly (Ocloo and Matthews, 2016, pp.626-532).

Another concern of public patient participation is the lack of o proper health literacy. It isn’t straightforward to explain certain individual concepts and procedures for individuals who are not literate. This can also make it difficult for them to ask healthcare givers questions on their medication and appointments. Another concern of public patient involvement in healthcare is tokenism. According to a study carried out by Vanderbilt University, tokenism is carried out a research and found out that many organizations carry out public patient participation as a method of deflecting criticism even though they do not take the whole process seriously (Ocloo and Matthews, 2016, pp.626-532). This prevents the process from being as productive as intended. Stigma is also another concern for patient public participation in healthcare. Individuals can fail to become involved due to the bad experiences they have on healthcare. People, especially with venereal or some infectious diseases (like the coronavirus), may avoid participating based on their identity. A study conducted by Julia Dombrowski et al. shows that 68% of HIV patients avoided participating in the study due to the perceived stigma associated with the disease. Another concern is the gatekeepers and persons who block the participation of others. Gatekeepers can do this using their attitudes and actions. This can be due to their opinions and lawsuits against the involvement of others. An example of this is the prevention of public patient participation in abortion by Christian groups using lawsuits and protests, especially the Southern States of the USA(Ocloo and Matthews, 2016, pp.626-532).

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