Case 2: Health Care Institution

The Challenge:
“We want to increase revenue by becoming the most reputable health care resource in the region.”

The Strategy:
To help the client launch this ambitious goal, the Fifth Element team began by doing extensive research into understanding trends in the healthcare market and changing patient perceptions. From there, the team began culling through data and conducting patient interviews to assess patients’ satisfaction, their perception of the client’s brand and reputation, and their expectations for service.

One of the most critical parts of the process was understanding all the ways in which patients’ non-medical interactions, such as ease in scheduling appointments, check in procedures, and wait times, impacted not only their opinion but their pursuit of legal action when problems arose. Studies showed that lawsuits were 60% higher among patients who reported negative feelings about the administrative side of their experience and/or the doctor’s “bed side mannor”. In short most patients gauge the quality of treatment by the quality of communication between them (and their families) with each medical center personnel.

Armed with this new knowledge, Fifth Element worked with the client to create solutions that directly address the most important gaps in service. First, they created a comprehensive system of communication between the medical center and the patient. This included revamped check-in/check-out, a new position of Relationship Ambassador who oversaw and supported the patient’s experience from beginning to end, and e-tools such as an interactive website. This provided more personalized service for non-medical interactions, and dramatically boosted the patient (and their family’s) confidence. At the same time, Fifth Element facilitated workshops, and training for employees at all levels to understand and improve operational efficiencies and patient perceptions.

Keeping close attention on customer satisfaction, the facility began using notebook computers to obtain on the spot feedback from patients after their appointments. The data was used to continually measure progress and make improvements where needed.

Finally, to truly connect with its customers, the client began offering free community-oriented programs on topics such as nutrition and child-care.

The Results:
In one year, patient satisfaction improved dramatically with average satisfaction ratings improving from 6.5 out of 10 to 9.1 out of 10. Greater efficiencies were able to reduce appointment scheduling from six weeks to one week , and the number of scheduled appointments increased by 20%. Not only did patients’ feel better about their experiences, employee morale and productivity both improved significantly. Revenue and margin both rose sharply making 2007 their best year ever.

Postscript:
Since this initial work in 2007 the client has brought Fifth Element back for follow on projects that include demographic research, follow-up patient satisfaction, a 3-year marketing plan, and strategic planning. The medical center continues to change, grow, and thrive, setting records year after year.

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