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Discover the Powerful Affect the Right Design can have for your Business & your Patients
However, the way in which medical practices are receiving and keeping new patients is changing. The causes can be attributed to a few key factors.
First, an overall consumer mistrust in authoritative figures has been a
First, an overall consumer mistrust in authoritative figures has been a
Customer Service in Healthcare - The Move Towards Hospitality
ISSUES
In the past, practitioners in the healthcare field have relied on professional referrals as well as insurance providers for incoming patients.
Survey’s found patient to patient referrals to be a stronger influence
result of major political events such as the Vietnam War, Watergate, and the Clinton administration; ultimately teaching consumers not to trust professional sources thought to be in the position of authority.
Secondly, access to the internet containing various medical opinions and information allow consumers to find conflicting or misguided research as well as the misconstrued ability to self-diagnose. The effect of which cause patients to doubt the advice of their doctors or believe their service is not needed.
Finally, the rising trend of consumer driven healthcare puts the cost of medical expenses into the hands of the consumer. This creates patients who are more financially responsible for their choice in physicians and are beginning to take notice of the cost of care compared to the perceived value of care.
Secondly, access to the internet containing various medical opinions and information allow consumers to find conflicting or misguided research as well as the misconstrued ability to self-
Finally, the rising trend of consumer driven healthcare puts the cost of medical expenses into the hands of the consumer. This creates patients who are more financially responsible for their choice in physicians and are beginning to take notice of the cost of care compared to the perceived value of care.
RESULTS
As a result, physicians need to cultivate an image as a trusted source and create satisfied patients willing to recommend them if they are to gain a competitive edge in the market.
The Health Research and Education Trust has produced several surveys conducted on “The process by which patients search for and choose physicians" which consistently found that consumers relied more on information provided by family and friends than by professional sources.
The report also found that consumers tend to trust judgments based on subjective aspects of care instead of technical aspects of care. This is
Change Behavior by Changing Perspective
because patients have the ability to fully understand as well as evaluate feelings, experiences and relationships but lack understanding of the organization and delivery of care. Thus providing the basis of the way quality care is perceived by the consumer and how strongly their perceptions can influence others. Studies have shown the largest contributing factor that sways patient judgment is the perceived quality with emphasis on the doctor-patient relationship.
SOLUTION
The shift in patient perceptions of the healthcare industry can be minimized by applying methods used by the hospitality industry. The practice of being hospitable is offering comfort and guidance to
Realizing the power of brand reputation and the benefits of an office designed to serve patients has already shown proven results in the healthcare organization.
the guest. Being hospitable in the service industry, where choice is relevant and cost is evaluated, is selling quality along with value that is perceived and recognized to be better by comparison to the consumer.
Brand your practice to become reputable. Familiarity as a result of brand recognition can sway peoples' choices as consumers tend to choose names they recognize. Your brand creates the image of a set of values which the consumer is able to associate with your practice and establish the sense of a relationship.
Visual branding expands to the built environment which should address what matters most to patients; providing a more patient-centered quality atmosphere that the consumer is able to perceive and experience. Confidence can be reinforced to the consumer through the attention to the patients' comfort and the message of the physician’s values conveyed through their visual surroundings.
Visual branding expands to the built environment which should address what matters most to patients; providing a more patient-
Experience Your Environment As The Patient
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