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Think of the people you serve: It's an understood that the patient is the primary customer. But are they really the only customer?
Healthcare organizations that have really "gotten it right" have long recognized that the patient is only part of
the customer equation. Indeed, the family plays a vital role in the patient's overall perception of the care. The
family is also a critical piece of making certain that the patient follows the treatment protocols or standards
prescribed to the patient. The family contact is also often the one who completes your patient survey, especially
on behalf of older patients.
Consider the family member’s expectations.
A patient's family isn't necessarily a blood relative, but maybe a significant other, close friend or caregiver.
These people hear the news with the patient, keep track of medical staff visits and help the patient to understand
and make decisions.
For some, family members have been seen as taking up time by asking a lot of questions. That rather dated view
still exists in some organizations, but it's rapidly shifting as hospitals begin to see family as helpful
extenders in the patient room or outpatient setting.
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