Communicating Effectively: Strategies to Ensure the Quality of Communication with

Patients

Blair WrightExecutive VP, Business Development

The White Stone Group

Defining Patient Experience

Key ElementsStakeholders

Influences

So…What is the Patient Experience?

Key Elements

InteractionsThe orchestrated touch-points of

people, processes, policies, communications, actions, and

environment

CultureThe vision, values, people (at all

levels and in all parts of the organization) and community

PerceptionsWhat is recognized, understood

and remembered by patients and support people. Perceptions vary based on individual experiences such as beliefs, values, cultural

background, etc.

Continuum of CareBefore, during, and after the

delivery of care

Critical to the understanding and application of this definition is a broader explanation of its key elements

SOURCE: A REPORT ON THE BERYL INSTITUTE BENCHMARKING STUDY, THE STATE OF PATIENT EXPERIENCE IN AMERICAN HOSPITALS 2013: POSITIVE TRENDS AND OPPORTUNITIES FOR THE FUTURE,

JASON A. WOLF, PH.D., PRESIDENT

A Clear Priority

SOURCE: A REPORT ON THE BERYL INSTITUTE BENCHMARKING STUDY, THE STATE OF PATIENT EXPERIENCE IN AMERICAN HOSPITALS 2013: POSITIVE TRENDS AND OPPORTUNITIES FOR THE FUTURE,

JASON A. WOLF, PH.D., PRESIDENT

But Still Lacking Structure

SOURCE: A REPORT ON THE BERYL INSTITUTE BENCHMARKING STUDY, THE STATE OF PATIENT EXPERIENCE IN AMERICAN HOSPITALS 2013: POSITIVE TRENDS AND OPPORTUNITIES FOR THE FUTURE,

JASON A. WOLF, PH.D., PRESIDENT

Mostly Managed by Committee

SOURCE: A REPORT ON THE BERYL INSTITUTE BENCHMARKING STUDY, THE STATE OF PATIENT EXPERIENCE IN AMERICAN HOSPITALS 2013: POSITIVE TRENDS AND OPPORTUNITIES FOR THE FUTURE,

JASON A. WOLF, PH.D., PRESIDENT

Not Just Another Initiative

“Experience is not just another initiative you can measure and plan your way through, it requires direct, personal and in-the-moment efforts

to achieve the greatest results.”

SOURCE: A REPORT ON THE BERYL INSTITUTE BENCHMARKING STUDY, THE STATE OF PATIENT EXPERIENCE IN AMERICAN HOSPITALS 2013: POSITIVE TRENDS AND OPPORTUNITIES FOR THE FUTURE,

JASON A. WOLF, PH.D., PRESIDENT

What Impacts Patient Experience?

Patient’s perception of healthcare goes beyond excellent medical attention

Patient experience goes beyond beautiful facilities

Consumers spending more income on health premiums and out-of-pocket costs

Patient Experience & Profits

According to Press Ganey,patient satisfaction and profits are positively correlated, and hospitals can increase profits by 2-5% by improvingpatient satisfaction.

Value of Patient Loyalty

Positive patient experiences formulate

loyalties

Patient loyalty influences future decisions about

choosing a healthcare provider

Consumerism and patient choice are the

epicenter of future revenue opportunities

Self-pay revenue impacts the entire organization’s net

patient revenue stream

Value of Patient Loyalty

Lifetime Value of the Patient Relationship• Net provider revenue generated by a patient in their

lifetime

U.S. averages• Individual: $193,000• Average 2.7 person household: $521,000

Impacted primarily by patient’s level of loyalty to the provider

How is it Formed?

“Comprised of every impression and encounter a patient (or family member) has with your health system.

“Whether it's making a phone call for additional information, scheduling an appointment,

“or whether your website is easy to navigate, every interaction impacts patient perception.”

Communication: Are You Getting Through?

First & Last ImpressionsPerception of Care

Impact of Communication

Revenue Cycle Impact

Pre-service communications set the

tone for the entire encounter

Post-service communication may be

last touch point a patient has with the organization

These interactions are about health and money; two of the most emotional subjects we deal with as humans.

Setting the Tone

• Obtain correct information• Schedule and register patient appropriately• Ensure services are covered and reimbursed

Patient experience begins in

Patient Access

• Staff scripted with opening and closing scripts

• Specialized training in customer service

First phone call or

face-to-face sets the tone

Physician scripts Consents and authorizations

Insurance benefits verification

Prior authorization Notification of admission

Patient out-of-pocket estimate

Financial Counseling/Medicaid

Eligibility

Identify payer sources

Patient Access Touch Points

Patient Expectations

Information regarding benefits

Prior auth and/or precert completed prior to service

Knowledge of costs and out-of-pocket expectations

Services are covered by insurance company

10 Most Common Patient Complaints

Difficulty scheduling an appointment

Long wait times

Rude or uncaring staff

Lack of coordination of care

Poor/ineffective treatment

Uncomfortable or unclean environment

Billing problems

Unprofessional conduct

Poor patient-provider communication

Unreturned calls

Perception & Clinical Satisfaction

93% Satisfiedwith Clinical

Satisfied with Billing Experience

63% Satisfied with Clinical

Source: “Study Shows Link between Patient Satisfaction with Billing Experience and Clinical Satisfaction,” Executive Insight, ©2011.

Unsatisfied with Billing Experience

Perception of Care

3 of 4 patients rate hospital quality based on perception of care

rather than objective measures.

Source: Professional Research Consultants, National Consumer Perception Study, 2006.

HCAHPS & Communication

The strongest predictor of overall HCAHPS scores is how patients rate provider

communication skills.

Source: Bavis and Fulton, Press Ganey Whitepaper, 2008.

Patient Financial Communications

New Best Practices

NEW – Patient Financial Communications

Release of new industry-wide best practices for improving and standardizing how healthcare organizations communicate with patients about financial issues

Best practices developed by group representing healthcare organizations, physicians, payers, and patient advocates

Healthcare organizations have the opportunity to achieve adopter recognition to demonstrate core commitment to best practices

Just announced Oct. 29, 2013 at HFMA MAP event in Fort Lauderdale

Patient Financial Communications Best Practices

“These common-sense best practices bring consistency, clarity, and transparency to patient financial communications, and outline steps to help patients understand the cost of services they receive, their insurance coverage, and their individual responsibility.”

Time of Service

Pre-Registration Discussions

Maintain a thread of registration, insurance verification and financial counseling discussions

If these discussions took place during pre-registration, no need to repeat

All Settings

Incorporate compassion, patient advocacy and education in all patient discussions

Use standard language to guide staff in common types of discussions

Resolve issues face-to-face when able

Measurement Criteria for Best Practices

Ensure compliance through observation, monitoring and tracking of results

Cover all relevant parts of the Patient Financial Communications Best Practices in evaluation

Consolidate reports from all and share with executive leadership

Strategies to Ensure Effective Communication

ScriptingRecording

Quality Review

Scripting

Impact of Key Words at Key Times

Clear, Accurate Communication

Call recording

Face-to-face communication

QA reviews

Quality measures, competency reviews

Training

Voice Recording

Authorizations, certifications, referrals

Physician calls

Verbal orders from on-call physicians

Scheduling calls

Pricing hotline/estimates

Patient calls on nurse help-line

Calls in Emergency Department

Customer service calls

In-person encounters

Quality Assurance

Perform consistent, objective QA of communication; quickly pinpoint issues & training needs

• Score cards and reports: Track and trend quality scores by team, agent or focus area

• Review with staff: Share recordings and reports for training and performance improvement

• Performance evaluation: Tie QA scores to employee evaluations, incentives & recognition

Quality Assurance – Sample Scorecard

Not Just What You Say…but How You Say It

3 Levels of ListeningEffective ListeningCare & Empathy

Drilling Down: Active Listening

• Level 1 – Not hearing, not listening• Level 2 – Hearing, not listening• Level 3 – Hearing and listening for:• Content – the stated needs• Intent/Emotion – the unstated

needs

3 Levels of

Listening:

What makes an effective listener?

Don’t interrupt, don’t jump to conclusions

Ask the right questions

Take notes

Concentrate, prepare in advance

Use interjections or acknowledgements

Check your attitude

Care & Empathy

95% of the time….WHAT you say and HOW you say it determines the outcome of the interaction

Take ownership – you are there for them

Assure – you will handle their situation

Paraphrase – acknowledge what they have said so they know you are listening

Thank You!

Questions?

Contact:Blair Wright

Executive VP of Business DevelopmentThe White Stone Group, Inc.

blair.wright@twsg.com865.405.2268

www.TraceCommunication.com

Resources

More information about strategies to improve patient experience are available through the organizations listed below:

• The Beryl Institute – www.berylinstitute.org• Baptist Leadership Group – www.bhclg.com• Association for Patient Experience -

www.patient-experience.org/