NEW: Be patient with your patients

Cresencia Marjorie Chiremba

“It takes 20 years to build a reputation and five minutes to ruin it. If you think about that, you’ll do things differently” – Warren Buffett

HOSPITALS are not judged by the number of highly qualified medical personnel they employ, but by the consistency in terms of quality healthcare provision.

Health institutions are meant to save lives.

A small mistake could lead to a fatality.

The experience that patients get when they visit any medical facility is tantamount to the customer service quality the facility offers.

The way you care for your patients must be top on the priority list.

It is unfortunate that some things beyond the control of medical facilities can happen, but they should always put their best foot forward and save lives.

Excuses are not good for any business, because what customers want is a service, not excuses.

A recent report that a woman died after doctors at a local hospital left a bandage in her stomach after an operation is sad reading.

Medical professionals should always be diligent and value human lives.

Like any other customer, if a patient fails to receive care to the level of their expectations, they are unlikely to return.

They are also likely to post poor reviews and/or ratings on a medical facility’s staff, which may lower its public reviews and authority.

The healthcare business is anchored on trust, and if customers have any doubt about the quality of service, it can negatively affect the business.

Health matters are personal, and a service provider must never divulge their patients’ medical record to anyone without direct approval from the patient.

Health issues tend to cause a lot of anxiety, hence for customers to want to do business with a particular medical facility, it must show a certain level of discreetness and trustworthiness when it comes to issues of confidentiality.

However, providing excellent customer experience may be challenging, especially in instances where there is significant medical personnel exodus to greener pastures.

Some medical facilities have been left with skeletal staff, resulting in them having to deal with a lot of patients with overworked personnel.

In order to meet the high number of patients, some staff members may resort to multi-tasking so as to cover for positions that have been left vacant.

One employee may have to both admit as well as discharge patients, which – all things being equal – should have been done by two different employees.

It may seem difficult to provide excellent customer experience, but whatever patients are exposed to when they visit a medical facility will affect their willingness to return.

It is often said action speaks louder than words, and this holds true in the healthcare industry.

Little things like properly informing the close family members of a patient’s health concerns is crucial.

If the patient is going to be taken care of at home, then close family members must be trained on home-based care.

Patients are humans with feelings and emotions.

Significant life events are important to them as well.

As a healthcare provider, dare to be different and throw them a little something to brighten up their special days.

For instance, sending patients flowers or giving them a small present on their birthdays or anniversaries has a positive psychological effect.

In times when they are not feeling well, such efforts show them that even though they are down, the world has not forgotten about them.

In the midst of pain, it can give them a smile.

It is said laughter is the best medicine.

A medical team that can make its patients laugh is good enough to create long-lasting relationships.

Being in hospital does not mean a patient should be sad.

Healthcare providers should be able to communicate with their patients on matters that go beyond their current health concerns.

They should be able to start general conversations, crack jokes and have personal conversations.

I remember at one time a close relative had a miscarriage and she was so traumatised.

The sister-in-charge at that particular maternity hospital came to her and took time to share her personal story of losing a baby after child birth.

When people share similar experiences, it makes the burden lighter.

But, in the most difficult situations, it is important to have a team that is trained and qualified to comfort the grieving family.

On another note, patients should not struggle to contact their preferred healthcare service provider.

Medical facilities’ contact details should be available on public domains such as the directory.

And a hotline for non-emergency support is always good to have, and there should always be someone managing it 24 hours a day, seven days a week.

Toll-free numbers are equally important.

Patients must have a variety of ways to contact a facility, which means it should be present on both traditional and modern platforms.

*Cresencia Marjorie Chiremba is a marketing enthusiast with a strong passion for customer service. For comments, suggestions and training, she can be reached on [email protected] or on 0712 979 461, 0719 978 335