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Enhancing the Wal-Mart/SAMS CLUB Patient Experience Staff Meeting Presentation Series Module 4.

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Presentation on theme: "Enhancing the Wal-Mart/SAMS CLUB Patient Experience Staff Meeting Presentation Series Module 4."— Presentation transcript:

1 Enhancing the Wal-Mart/SAMS CLUB Patient Experience Staff Meeting Presentation Series Module 4

2 What patients expect from eye care providers How prospective patients perceive eye care at Wal-Mart Rational vs. emotional assessment of the patient experience Service themes Upgrading experience clues ENHANCING THE PATIENT EXPERIENCE Presentation Contents

3 WHAT PATIENTS EXPECT RATIONAL, FUNCTIONAL BENEFITS POSITIVE EMOTIONAL FEELINGS Expert diagnosis and Rx Efficient office process Functional, durable vision correction devices Peace of mind - - in good hands, trusting Cared for Understood, listened to Self-image enhanced Life improved Appreciated

4 Patients come to Wal-Mart for eye care for convenience and low cost (% of patients) Location of Last Eye Exam Reasons for Selecting LocationWal-MartPrivate Practice Convenience68%32% Value/low cost46%8% Doctor relationship24%43% Source: Wal-Mart Contact Lens Wearer In-Store Intercepts; October, 2006

5 Prospective patients are skeptical about the quality of eye care at Wal-Mart % of Wal-Mart shoppers wearing contact lenses rating Wal-Mart eye care excellent/very good Had Eye Exam at Wal-Mart Never Had Eye Exam at Wal-Mart Reputable/knowledgeable eye doctors 88%36% A doctor who cares about me79%35% Professionally trained staff83%41% Comfort and atmosphere of office79%38% Source: Wal-Mart Contact Lens Wearer In-Store Intercepts; October, 2006

6 Creating a highly favorable, memorable impression that will cause patients to recommend the practice is the goal for each patient experience Generating patient referrals is the best way to overcome negative preconceptions of prospective patients about eye care at Wal-Mart/SAMS CLUB

7 Patients rarely remember or talk about the rational, functional benefits received during an office visit A thorough exam is expected, taken for granted; patients are unable to judge relative quality of exams Functional process is impersonal, mechanical, emotionally neutral, quickly forgotten Memorable service results from positive or negative emotional feelings about the office experience How was I treated? Do they value the relationship with me? Do I trust them to care for my vision? Do they pay attention to me? Am I better off after the experience?

8 Patients receive thousands of impressions or clues about the practice during every instant of interaction (sights, sounds, smells, tactile sensations, etc) A patients overall impression is based on an emotional, mostly sub-conscious calculation of the positive and negative clues perceived during interaction with the practice Strong negative clues will cancel all positive clues received HOW PATIENTS PERCEIVE THE OFFICE EXPERIENCE

9 Deliver functional benefits efficiently Create an emotionally memorable experience that patients will talk about PATIENT EXPERIENCE ENGINEERING GOALS Outstanding patient experiences must be planned and predictable, not random and occasional

10 PATIENT EXPERIENCE ENGINEERING Step One Define the desirable feelings to be created with patients during the office visit - - the service themes Step Two Examine the clues communicating the service themes at each moment-of-truth during the current patient experience - - identify and eliminate negative clues Step Three Make neutral clues positive and design new clues to communicate the service themes

11 UNIVERSAL EYE CARE SERVICE THEMES (how patients should feel after their visit) I have a competent provider I am cared for My life has been improved Its a clean, orderly place They use the latest technology They are up-to-date medically They put my welfare first I am welcome and appreciated They listen to me to understand my needs They will be here tomorrow They value the long-term relationship I trust these people I am better off after the visit than before - - my life is improved I feel better about myself They helped me find the perfect vision solution

12 THE PATIENT EXPERIENCE Appointment Making Reception Pre-TestingExam Transition to Vision Center Check-outDelivery The patient journey through the practice

13 PATIENT EXPERIENCE CLUES Setting Sights, sounds, smells, tactile impressions of the physical environment of the office People Human interactions: words, gestures, tone of voice, facial expressions, body language Process Functional steps, process flow CATEGORIES

14 EXPERIENCE CLUES Patient Feelings NegativeNeutralPositive Experience Categories -0+ Setting People Process Negative memory Abandon practice Negative referral No memory No loyalty Positive memory Referrals Result:

15 Negative CluesPositive Clues Furniture dated, soiled Employees in casual clothing Bathrooms not spotless Half-filled coffee cups on tables Displays dated, chaotic Comfortable, well lighted, neat reception area Framed pictures demonstrating community involvement Employees in professional attire Spotless restrooms People No acknowledgement of patients arrival No welcome Impersonal, neutral tone of voice No eye contact Gossiping employees Immediate warm welcome Greeted by name Probes about vision needs Verbal reinforcement of doctors expertise Escorted to pre-test area Lengthy, repetitive paperwork Directions emphasize policies, limitations, regimentation Insurance eligibility unclear File ready on arrival Insurance coverage pre-confirmed Medical records automated Immediate indication when exam will begin RECEPTION Setting Process

16 Negative CluesPositive Clues Setting Pre-testing area cluttered Chin rests smudged, oily Technician wearing casual clothing, footwear Equipment is high tech, up-to-date Equipment is spotless, cleaned in front of patient Technician wearing nametag with title People Interruptions permitted Technician unable to answer simple questions Technician uses jargon, technical words Warm, personal greeting Undivided attention Reference to patients family, lifestyle, medical history Verbal reinforcement of doctor expertise and concern for ocular health Open-ended probes about problems, needs Thank you for trust Process Equipment not functioning properly Re-testing required Reason for procedure unclear Equipment layout enables efficient flow Efficient, rapid, self assured usage of equipment Purpose of each test briefly explained in laymans language PRE-TESTING

17 Negative CluesPositive Clues Setting Equipment in poor repair Doctor wearing casual clothing High tech equipment Computer simulations and imaging Wash hands in front of patient Freshly painted, spotless exam room Computerized records People Several minute wait in chair before doctor arrives No dialogue Doctor stands while talking to patient No eye contact Interruptions accepted Impatient, rushed behavior Greeted by name Personal small talk Handshake Unrushed subjective refraction Probes about vision needs Recommendation on best product solution Process No explanation of results Test results explained in laymans language Computer-generated exam summary EXAM

18 Negative CluesPositive Clues Setting Disorganized displays Disorderly storage of trial contact lenses Attractive, well stocked displays and informative product demonstrations Broad selection of latest styles Organized, neat appearance People Fail to escort to Vision Center Fail to convey exam results/product recommendation to Associates Introduce Vision Center Associate by name and title Reiterate product recommendation Endorse experience of Associate Thank you for trust Process Associate not available to assist patient No wait to begin dispensing TRANSITION TO VISION CENTER

19 What should be the service themes of our practice? For each moment of truth: What negative clues are being conveyed today? How can these clues be eliminated? What neutral clues can be made positive? How can the current office process be altered to better convey the service themes during every patient encounter? What clues would create an unexpected positive experience for patients at each stage of the patient experience? FOR DISCUSSION

20 Record the setting, people and process clues that will be standard procedure in the practice - - the patient experience map Provide copies of the agreed upon patient experience map to each staff member Periodically review the patient experience map with the staff to evaluate compliance and effectiveness COMPLETING THE PATIENT EXPERIENCE PLAN

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