The Importance of Mapping the Patient Journey: Insights for Hospital CEOs
Bassam Darwish MD , CEO Promoting Patient Education and Health Literacy
I lead health promotion, prevention, patients’ education, and innovation as the editor-in-chief of Health in Arabic, translator, presenter on Noor Dubai & TV station, and founder, and CEO of Balsam Healthcare Group.
Healthcare Media and Medical Development Consultant
?
We often hear or read the slogan "Patient First," prominently displayed in hospitals. However, patients may find that the reality doesn't reflect this slogan. The question remains:
"Why?"
In the complex and ever-changing world of healthcare, ensuring a positive patient experience is crucial for hospital success and patient satisfaction.
?One essential tool for achieving this goal is the patient journey map. Without it, hospitals may initially appear as five-star hotels, but these stars quickly fade at various points in the patient's journey.
The solution is not difficult but requires reading the reality instead of relying solely on reports.
Memories and Experiences
In my work evaluating clinics and hospitals, I often play the role of a "secret patient." Through my experiences, I’ve discovered that small changes can make a significant difference. I recall my first visit to WelCare Hospital at its official opening when I was surprised to see the CEO of the owning group, Mr. Sunny Varkey, sitting in the corner of the reception area, not in his luxurious office.
At that moment, I knew the hospital would succeed because he was personally overseeing the operations from a critical vantage point and not waiting for embellished reports.
Five years later, I attended the hospital's anniversary celebration, where generous bonuses were announced for employees, reflecting genuine appreciation for their efforts. Today, Mediclinic offers distinguished services as a result of this interactive and managerial approach.
On the other hand, I sent a message to the owner of a large medical group regarding patient complaints, and he responded that he didn’t want to hear such messages.
Conversely, during a recent visit to Al Tadawi Hospital in Dubai, I noticed that the CEO, Marwan Nasser, provided his personal number for direct communication in case of any remarks, shortcomings, or complaints. This open communication adds great value to the hospital.
Understanding the Patient Journey Map
A patient journey map visually represents a patient's experience as they navigate the healthcare system. It outlines every touchpoint, from initial contact to post-treatment follow-up, highlighting pain points and opportunities for improvement.
This tool helps healthcare providers understand and enhance patients' experiences, ensuring that patients receive effective and compassionate care.
Consequences of Not Having a Patient Journey Map
?Fragmented Patient Experience
?Without a precise map, patients encounter a disjointed and confusing healthcare process.
This can lead to frustration, anxiety, and a sense of neglect, negatively impacting their overall experience.
Inefficiencies in Care Delivery
A lack of an organized journey leads to inefficiencies such as long wait times, redundant paperwork, and poor communication between departments.
These issues not only waste time but also reduce the quality of care.
Increased Risk of Errors
Without a cohesive understanding of the patient journey, there is a higher risk of errors in diagnosis, treatment, and follow-up. This can result in negative health outcomes and potential legal issues for the hospital.
Lower Patient Satisfaction and Retention
A poor patient experience can lead to low satisfaction scores and decreased patient loyalty.
This can significantly affect a hospital’s reputation and financial performance in a competitive healthcare market.
领英推荐
Staff Burnout
?Healthcare staff may feel frustrated and burnt out due to the lack of a clear, efficient process.
This can lead to high turnover rates and a decrease in the quality of patient care.
Does the CEO Know the Reason for Failure?
Ultimately, the hospital's CEO is responsible for understanding and addressing these issues. However, identifying the root cause of a failed patient experience requires a deep dive into the hospital's operational and cultural aspects.
?The question remains:
"Does the CEO step into the field, or do they rely solely on the reports reaching their luxurious office, spending most of their time in meetings behind closed doors?"
Potential Reasons for Failure
If the hospital does not have effective communication and reporting mechanisms, the CEO may not be fully aware of the extent of the problems.
Resistance to Change
Even if aware, the CEO might face resistance from staff and management accustomed to existing processes. Change management is crucial in overcoming this hurdle, and some employees might hide facts to prevent them from reaching the CEO.
Insufficient Data
Without accurate data and patient feedback, it is challenging to identify specific pain points in the patient journey. I think that implementing comprehensive data collection and analysis is essential.
Focus on Financial Metrics Over Patient Care Sometimes, hospital leadership might prioritize financial metrics over patient experience.
However, focusing on patient satisfaction can lead to better financial outcomes in the long run.
Next Steps to Improve the Patient Experience
Develop a Patient Journey Map
?Hospital leaders should collaborate with healthcare professionals and patients to create a detailed patient journey map. This involves understanding every touchpoint and identifying areas for improvement.
Implement Training Programs
?Staff should be trained to understand and utilize the patient journey map, ensuring they can provide a seamless patient experience.
Invest in Technology
Leveraging technology such as electronic health records (EHR) and patient portals can streamline processes and improve communication.
Gather and Analyze Feedback
?Regularly collecting and analyzing patient feedback can provide insights into the patient’s experience, helping to identify and address issues promptly.
Promote a Patient-First Culture
?Hospital leadership must promote a culture that prioritizes patient care and encourages continuous improvement.
Hospitals risk providing a fragmented and inefficient patient experience without a patient journey map. Hospital CEOs must recognize the importance of this tool and take proactive steps to implement it effectively. By doing so, they can ensure high-quality care, increase patient satisfaction, and achieve better overall hospital outcomes.
To view the healthcare scene differently and provide an action plan for course correction, specialized experts from outside the hospital evaluate the patient experience best.
This is what we do at Balsam for Healthcare Development. Through Balsam Academy for Medical Education, Training, and Research, we not only provide gap analyses but also practical solutions and training.