Hospitals urged to be business-savvy, NATION

Kwanchai Rungfapaisarn
The Nation (Thailand)
10-27-2004
URL: http://www.nationmultimedia.com/
Hospitals today must come to terms with the fact that the world they
knew has disappeared, says Murray Camens, vice president for Philips Design.

Camens expressed his views on new trends in the hospital sector at the
Philips Asia Technology Media Event held last week at its research centre
in Bangalore, India.
He said that thanks to improved education, greater access to
information, the Internet and a growing awareness of wellness-related issues,
patients are increasingly independent, active consumers who do not necessarily
accept whatever they are told.
They know more and care more about their health. So when they seek
professional assistance and do not find what they want, or feel it fails
to meet their needs, they simply go elsewhere.
"Clearly, the `one-size-fits-all' approach to healthcare is past its
sell-by date," said Camens.
Hospital administrators are coming to the conclusion that they must
take the same path as industry and commerce, enhancing their reputation
and establishing themselves as a "premier facility of choice".
Becoming a strong presence in a crowded market calls for
differentiation. Every successful hospital must set itself apart, then
find ways to express their uniqueness.
It may help to look at what other businesses have been doing. One idea
that has gained ground is that goods and services alone are not enough.
Rather, the quality of the experience is more highly valued. The total
experience itself can be the differentiating factor.
Businesses now try to improve their image, paying attention to the
total experience of people as they interact with the company. This begins
when people first learn about a company and its products or services, continues
through buying and using such, and ends with memories and impressions afterwards.

Certain businesses have traditionally focused on the experience
surrounding their offerings, such as restaurants, hotels and theme parks.
So is that the direction hospitals need to move in? Maybe - or maybe not.
But it is certainly worth considering.
Looking at the patient experience, a friendly and reassuring
atmosphere helps patients overcome anxieties and lowers stress. The total
experience could start with making an appointment and extend through diagnosis
and treatment, discharge at the end of treatment and then any follow-up.
Ideally, it would involve minimal bureaucracy, no mix-ups, less waiting,
no overworked staff and privacy when needed.
The success of any hospital also depends heavily on staff quality and
commitment. So how might a hospital optimise what its staff experience?
First, provide reliable equipment that performs well and is easy - even
pleasant - to use. Second, ensure that any new generation of equipment
is a logical progression from its predecessors, not a totally new concept
that must be completely relearned.
Ultimately, a hospital needs cooperation from its patients. Patients
undergoing an imaging scan who cannot hold their breath long enough at
crucial moments, children who cry and resist - these are difficult situations
for all concerned. If an experience could be created in which fear and
anxiety are removed, patient flow through a unit would be smoother and
faster and staff would be able to concentrate on polishing their professional
skills.
Positive experiences by patients and staff enhance a hospital's
reputation. Patients report positively to friends and family members. Staff
do the same at professional meetings. And so, over time, a strong reputation
is built.



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