#HCAQofQ Pat Stafford and Vicky Davies
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Transcript of #HCAQofQ Pat Stafford and Vicky Davies
Question of Quality Conference:Patient Insights
Pat Stafford, HCAVicky Davies, Morpace
Heart wins over head Lack of patient understanding
around what ‘quality’ means
Most of us are outcome ostriches
Consultant credentials provide bait for the savvy
Care is paramount and all
encompassing
Its not what you say but how you say it
1. Lack of understanding • People are vulnerable, confused, bewildered and out of their depth• Heavy and haphazard internet usage, condition focused and panic
driven• Don’t know how to differentiate – what does good look like ? • Friends, family and trusted GP remain key• Location still drives, by default, and choices and ability to press ‘stop’
aren’t understood
So what ?• Education• Navigation• Trusted sources• Less can be more
2. Heart wins over head : most people are emotionally driven
Rational, quantifiable, comparable – safety, standards, outcomes, facilities
Instinctively drawn to emotional benefits – care, people, overall experience
Rationally-driven Emotionally-driven
Clinical Outcomes
Safety Standards
Facilities & Equipment
Staff
Care
Food & Environment
Patient Satisfaction & Recognition
Measuring quality Feeling quality
NB: Severity of condition may impact on this
MajorityMinority
So what ?
• People need to hear about the benefits not the features – how will it help me ?
• Little examples can be incredibly powerful
Emotionally-driven
3. Most of us are ‘outcome ostriches’
EARS PRICKEDWant to know
more / everything
HEAD DOWNDon’t want to hear much /
anything
The majority of patients don’t want to hear much detail about clinical outcomes or safety standards (can vary by condition)
PRAGMATIC MINDSET
WORRIER MINDSET
I’m worried so don’t want to think about it
I’m worried so need to feel reassured
I doubt the worst could happen but I’ll deal with
it as and when
I doubt the worst could happen but let
me know my chances
Majority response
So what ?
• Approach outcome and other data with extreme caution
• Info needs to be available but not thrust at people
• Don’t assume that what looks and sounds good to us has the same effect on patients
4. ‘Care’ is paramount and all encompassing
IMPO
RTAN
CE Strong relationship between care, staff and facilities; the key ingredients of delivering exceptional quality and enabling optimal physical recovery
Optimal surroundings and nourishment play a key role in caring for the mind but always rank after other factors that impact more directly on physical care
Objective opinion deemed an important measure of quality for many
Facilities & Equipment
Food & Environment
Patient Satisfaction & Recognition
StaffCare
The fundamental reason you are in hospital so important to be treated with utmost expertise and kept entirely safe
Clinical Outcomes
Safety Standards
So what ?
5. Its not just what you say but how you say it
• Medical terminology can be scary• Clear benefits build reassurance – ‘what’s in it for me’• Statistics can back fire and raise concerns that weren’t previously there – especially in the private sector• Need to be positive and factual but not patronising
6. Consultant credentials provide bait for the savvy
• The more engaged will seek out consultant expertise
• Internet AND personal recommendation
• Consultants matter more than facility when it comes to perceptions around clinical expertise – private and NHS
Heart wins over head Lack of patient understanding
around what ‘quality’ means
Most of us are outcome ostriches
Consultant credentials provide bait for the savvy
Care is paramount and all
encompassing
Its not what you say but how you say it