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How Will You Invest in Patient Experience in 2016?

Posted By Stacy Palmer, Tuesday, December 1, 2015
Updated: Tuesday, December 1, 2015

We recently celebrated our first five years as a community of practice and looked back, somewhat in awe, at the incredible growth of this organization over such a short time. The Beryl Institute is now a global community of almost 40,000 individuals passionate about improving the healthcare experience for patients, families and caregivers.

The momentum continues, as does the realization that organizations are making significant investments in time, energy and dollars to ensure they are prepared to deliver the best possible patient experience. We see these investments in many forms from hiring teams to training leaders and staff to building and supporting cultures of excellence.

As we shared in the 2015 State of Patient Experience Benchmarking study, senior patient experience leadership and staff investment is growing with 42% of respondents having a Chief Experience Officer (or comparable position) compared to only 22% two years ago.  Along with that, the size of patient experience teams is growing; 33% of organizations reported having five or more staff members supporting patient experience efforts. 

The Beryl Institute community reflects this trend as well. This year over 200 organizations will invest in institutional membership – meaning they provide unlimited access to the Institute’s white papers, webinars, topic calls, learning bites, etc. to everyone within their facility. They are making a statement that people in ALL roles impact the patient experience and should have access to research and collaboration that will assist their efforts.

We have also seen tremendous interest in learning and professional development programs intended to train patient experience leaders and other staff. We recently increased our virtual classroom offerings in the Patient Experience Body of Knowledge courses to support growing participation in the community-developed program that provides Certificates in Patient Experience Leadership and Patient Advocacy.

Patient Experience Conference had its largest attendance to date this year and we were honored to partner with member organizations to host sold out Regional Roundtable events in San Francisco, Charlotte and Minneapolis. Our community is eager to gain (and share) knowledge and to invest in their personal career growth. In fact, today our sister organization, Patient Experience Institute, will offer the first testing opportunity for those hoping to earn their CPXP, the professional certification for Patient Experience Leaders.

While we’re excited to celebrate the five-year milestone, we acknowledge how much work is still to be done. We imagine (and hope to help inspire) a world where all healthcare organizations appreciate the power and impact of patient experience efforts and make without hesitation the investments necessary to be the best they can be for patients and families.

Earlier this year we released Our Stand, a list of guiding principles we’ve identified in our five years of leading this work that can have significant impact on patient experience success. I share them again as a reminder as you evaluate your own efforts and consider what investment opportunities make sense to support your specific needs.

We believe organizations and systems committed to providing the best in experience WILL:

  • Identify and support accountable leadership with committed time and focused intent to shape and guide experience strategy
  • Establish and reinforce a strong, vibrant and positive organizational culture and all it comprises
  • Develop a formal definition for what experience is to their organization
  • Implement a defined process for continuous patient and family input and engagement
  • Engage all voices in driving comprehensive, systemic and lasting solutions
  • Look beyond clinical experience of care to all interactions and touch points
  • Focus on alignment across all segments of the continuum and the spaces in between
  • Encompass both a focus on healing and a commitment to well-being

As you prepare for the coming year I challenge you to reflect on your organization’s commitment to experience improvement. Where are you exceling and where are your opportunities to do even more for your patients, families, caregivers and staff? Our patient experience community is here to support your journey and I encourage you to take full advantage of the incredible resources and knowledge available. 

Wishing you a wonderful holiday season and a successful New Year!

 

Stacy Palmer
Vice President, Strategy and Member Experience
The Beryl Institute

Tags:  body of knowledge  certification  collaboration  community of practice  Continuum of Care  culture  employee engagement  Field of Patient Experience  global healthcare  healthcare  improving patient experience  Interaction  Interactions  Leadership  Nurse Leadership  patient  patient engagement  Patient Experience  Patient Experience Conference  Regional Roundtable  service excellence 

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Reigniting our Intention for Patient Experience Improvement

Posted By Jason A. Wolf Ph.D. CPXP, Tuesday, April 1, 2014

In just the last few days I had the privilege of spending time with the team at Cincinnati Children’s and then speaking with caregivers, staff, patients, family and community members as part of the Ontario Ministry of Health’s Central Local Health Integration Network Quality Symposium. While vastly different organizations and experiences that crossed an international border I was struck and even moved by the passion and commitment I see growing around the patient experience.

This is no better exemplified then by the growth of our community at The Beryl Institute and the efforts that have been inspired by each of you. The dialogue on patient experience improvement is growing, not just due to surveys, or even at-risk dollars (though we would be mistaken not to acknowledge its influence). It is not just driven by shifts in policy or even an emerging consumer mindset that has brought the concept of personal choice to healthcare decision-making. We may best describe it instead, by the "perfect storm” of personal awareness, professional passion, and external influence all culminating in this moment. And this is your moment as an individual committed to patient experience improvement.

This culmination guides what we have been inspired to create through our community and in the coming weeks will make available to support this powerful intention. My hope as a servant for the needs of the over 20,000 members and guests of The Beryl Institute and the countless others committed to this movement is that we provide the framework, resources, learning and connections to foster continuous motion.

We start in just a few days with Patient Experience Conference 2014, a physical gathering to engage with one another in learning, sharing, challenging and inspiring efforts. It will be soon followed by Patient Experience Week, a new annual event, inspired by members of the Institute community, to celebrate healthcare staff impacting patient experience. Taking pause during this week provides a focused time for organizations to celebrate accomplishments, reenergize efforts and honor the people who impact patient experience everyday.

In the midst of these major events, are two dynamic resources designed to support the very intention I see burgeoning. The first, the release of the initial Patient Experience Body of Knowledge learning modules, brings this community effort guided by almost 500 voices to its next stage, in providing core learning for current and aspiring patient experience professionals. From this focus on practice we will also see a push for greater research with the launch of Patient Experience Journal (PXJ) and its Inaugural Issue bringing together the voices of academic and practical research from around the world to inform and even challenge our work.

In the weeks ahead, and in the weeks and months beyond, our task together must be to refresh, renew and reignite our intention through these and other efforts. The task at hand may be no simpler, yet never more complex. Your work as champions of patient experience is a relentless effort of doing what is right in every moment. Consider this a rallying cry in a month where powerful people and strong efforts will collide in great possibility. So what can you do about it? I offer:

  1. Acknowledge that whatever role you play, what every title you hold, whatever resources may be at your call, you are a leader for patient experience improvement.
  2. Recognize that complexity may be our greatest foe in dealing with what at its core is our commitment as human beings caring for human beings – keep it simple, that is where great power can be found.
  3. Commit to engaging others in your efforts – be it the voices of patients and families, the insights from community, the experiences of peers or colleagues. While at times it may feel lonely on this journey, know there are so many more carrying this passion with you.
  4. Focus relentlessly on where you can make a difference; the operative concept being there is a place that each and every one of you has a difference to make.
  5. Don't let complacency be the enemy of your intention; yes there are now scores to earn, objectives to achieve, targets to shoot for, but don't be afraid to do what you know is right in the end.

The team at Cincinnati Children’s reinforced what I have seen on many On the Road visits and the participants in Ontario exemplified it in their efforts. We all have a vested interest in improving patient experience – be it for ourselves, our loved-ones, our friends, or our communities. This is a cause worth working towards and one in which I hope we will always remember the power of strong and true intention.

Jason. A. Wolf, Ph.D.
President
The Beryl Institute

Related Body of Knowledge courses: Organizational Effectiveness.

Tags:  body of knowledge  central LHIN  choice  Cincinatti Children's  culture  global healthcare  HCAHPS  healthcare  improving patient experience  intention  Leadership  patient  patient experience  Patient Experience Conference  patient experience journal  patient experience week  pxj 

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How Will You Inspire the Patient Experience Movement? Four Considerations for 2014

Posted By Jason A. Wolf, Ph.D., Tuesday, January 14, 2014

I am inspired. The New Year has arrived with great energy at The Beryl Institute. We start 2014 as a global community of practice of over 20,000 professionals, focused without hesitation on ensuring the best in experience for patients, families and one another in healthcare.

I am inspired by the continued commitments expressed for this work: by The Beryl Institute’s Patient Experience Scholars who met recently to share their research and reinforce their willingness to encourage and support others; by the members of the Global Patient & Family Advisory Council who want to influence how patients and family members are heard and engaged in making a profound difference in healthcare; by the many contributing to the development of the Patient Experience Body of Knowledge courses soon to be available to the community; and by many more.

I am inspired by how in the first two weeks of a new year, such commitment and intent can emerge, built on all that has come before and focused with purpose on the great opportunities ahead. As I reflect on this idea, a question emerged and perhaps a challenge for each of us to consider:

How will you inspire the patient experience movement in the year ahead?

I pose this question with the hope that actions and considerations from the smallest moments of unparalleled kindness to the largest strategic triumphs all find room to take root and grow. Inspiration comes in all shapes and sizes, but in this diversity it has strong commonalities – it causes us to feel a sense of something special and powerful. It provides a boundless energy to influence, lead, change and make a difference. This is an exciting prospect in seeing that each of us can choose to have an impact. And while no two actions will be exactly alike, I do want to offer a few thoughts on how you can continue to frame your patient experience efforts to inspire yourself and others.

As we return to the definition of patient experience, I continue to experience its relevance time-and-time again in the application of these words to central actions associated with excellence. In reviewing its words – the sum of all interactions, shaped by an organization’s culture, that influence patient perceptions, across the continuum of care – I again see clear directions on moving your own experience efforts forward. They include:

1. Reinforce strategic focus. Patient experience has proven itself to be a relevant part of the healthcare conversation. It has surpassed the challenges of being dubbed a fad; it too has shown it has stronger legs than just serving as a policy framework. Experience is a central strategic pillar to organizational performance and success. Patient Experience in its broadest sense should be a clear and transparent component of every healthcare organization’s strategy.

2. Clarify and map your critical interactions. Experience doesn’t happen on billboards or in espoused actions, it happens at the most personal moments, at those points of engagement between one individual and another. The ultimate tool in patient experience improvement is your self, your heart, your hands and arms, your minds, your compassion and your common sense. We have a huge opportunity to map the interactions that occur on the patient path to ensure we consider the most effective way to respond at every touch point.

3. Model desired behaviors. Simply put, if interactions drive experience, then the behaviors that comprise them are the conduits that direct these interactions in one way or another. Organizational culture is shaped by behaviors, they represent the people, presence and purpose of an organization overall and no slogan, policy or program will trump the power of individual behavior. We must model, observe, coach and improve constantly to impact experience outcomes.

4. Expand your listening. As we ended 2013 exploring the Voices of Measurement, we learned that the power of data is only as valid as what we choose to do with it. Collection or reporting data for the sake of data misses the opportunity for learning and relevant action. To capitalize on the value of the voices that surround us in healthcare we must expand our listening. Experience is measured first in the direct voices of healthcare consumers, who remain our most significant mirror into our own efforts, but it is also found in the voices of our peers and colleagues. We are only capable of achieving our strategy through our people. They are much more than pawns to direct, but rather living resources accountable for ensuring excellence.

Perhaps these ideas will help spark your own thoughts on how you will choose to inspire the patient experience movement. Regardless of which direction you go, I hope you recognize the power that exists in your own personal choice and the ability to impact the experience of the person that is coming next. The year ahead can and should be about a great many things both personally and professionally. My hope is that you find you can and will be an inspiration in your efforts. This cause is too great for your efforts to be anything less. Now the question remains, what will you do? I look forward to your updates with great anticipation.

Jason A. Wolf, Ph.D.
President
The Beryl Institute

Tags:  accountability  Advocacy  body of knowledge  choice  community of practice  consumer advocacy  Continuum of Care  culture  defining patient experience  employee engagement  Field of Patient Experience  global defining patient experience  global healthcare  HCAHPS  healthcare  improving patient experience  Interaction  Interactions  patient  patient engagement  Patient Experience  service excellence  thought leadership  voice 

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Reflecting on The Patient Experience Movement: The Power of Voices and Collaboration

Posted By Jason A. Wolf Ph.D. CPXP, Wednesday, December 18, 2013
Updated: Tuesday, December 17, 2013

Patient Experience - Voices in CollaborationAs we stand at the end of each year, we tend to look back at all that led us to this moment and anticipate all that lies ahead. I stand here now with all of you that comprise our patient experience community, who live and breathe in your every action this patient experience movement, and can say without hesitation that together we have accomplished great things and together there are even more powerful moments to come.

 

This year has exemplified our core values at The Beryl Institute – the importance of community and the integral role of collaboration. We have worked to reinforce the true power of engaging all voices in the patient experience conversation. This gathering of voices has seen our patient experience community grow from 11,000 to 20,000 members and guests this year alone, representing over 45 countries. This gathering of voices has led to a year in which the foundational ideas of this movement have been reinforced and solidified. In our commitment to expand access to the greatest breadth and depth of individuals across healthcare we recently expanded our membership framework to provide access to all associates in any healthcare facility. These Institutional memberships enable staff at all levels, in all roles, across the range of healthcare organizations to engage, to learn and to lead in their own environments.

 

In expanding the conversation on voice itself, this year has been shaped by the Voices of Patient Experience series in which we heard from the C-Suite, front-line practice, students across healthcare disciplines, physicians, patients and families and those measuring the impact of our patient experience efforts. This collection of voices served to complement the many others that contributed to learning and sharing of ideas via webinars and case studies, Patient Experience Conference presentations and On the Road visits. Hundreds of you added your thoughts to the conversation via these and other outlets. This open sense of sharing, of giving, of collaboration has allowed the patient experience movement to thrive.

 

The voices series also raised a significant awareness for the community; to be an organization truly committed to patient experience, we had to move beyond the talk about what we do "to” patients and families, and reinforce an unwavering commitment to do "with”. This partnership in care underlines the very intent of the Institute to provide a place to learn from one another, and it was clear that included the voices of patients and families themselves. This led us to establish the Global Patient & Family Advisory Council, comprised of leading patient and family thinkers, writers, speakers and activists. It also had us collaborate with IHI at the 2013 National Forum to support the "Patient is In” Booth in which patients and family members could share input and ideas with forum participants. These voices remind us of the boundless value of this partnership in patient experience improvement.

 

The expansion of voices also led to the 2ndState of Patient Experience Study, the largest conducted to date on patient experience efforts, and revealed some interesting trends in the both the focus, intent and awareness of patient experience efforts. Yet, while the movement continues to push on, less than 50% of U.S. hospitals have yet to formally define patient experience for themselves. We still have great opportunities to educate and learn from one another.

 

This awareness made it only natural that we expand our efforts overall on the professional development of patient experience champions, furthering the work on the Patient Experience Body of Knowledge with domain outlines and the anticipated release of the domain courses in 2014. As a community you reinforced your desire and the greater need to shape this work in ways that will allow each and every one of us to grow stronger. The year ahead brings even more exciting work on this front.

 

In a recent Hospital Impact blog I mentioned my great excitement about the growth of the patient experience family overall, from new sister organizations to research entities focusing on this area, to critical gatherings in numerous places in support of this important discussion. We will continue to support and reinforce the value of all these efforts and maintain that in collaboration we all win in this movement. We remain committed to serving as a hub and connector of the many voices focused on this effort and keep our arms open for the opportunities for further collaboration.

 

This very idea led to us to begin conversations with and engage in a formal collaboration with the Society for Healthcare Consumer Advocacy (SHCA) and its 40 years of incredible history and commitment to patient voice, rights and advocacy. A strong and storied organization whose roots can be found at the very start of the patient experience movement, SHCA felt they found a home for their future with The Beryl Institute, but I would say while the container is the Institute, the home is the community of peers, of leaders and teachers, of resource providers and caregivers, of patients and families who make up this growing professional home for so many. The integration with SHCA and the purposeful collaboration with a growing number of organizations committed to this cause help reinforce the power that collaboration itself brings to this conversation.

 

I would be remiss if I did not add a personal note to this reflection on the year, that as I stood on stage to close Patient Experience Conference 2013 and received the call that I needed to rush home for the delivery of my son, I shifted abruptly from champion and advocate for a movement to a family member surround by a healthcare system still admittedly learning itself. My eyes were opened, not only by the magic of the birth of a child, but of a family member watching your loved ones cared for, your new child handled, complications managed and tense moments relieved. We must not forget we are all patients and family members and need to continue our work as such.

 

The work you do may at times seem like small gestures, part of your standard process or even done automatically as a seasoned veteran, but to a patient or family member you are providing an incredible gesture of service, of quality, of safety – of experience. In every moment we have the choice to create the experience for our patients and their families. And every moment each of you as members of this community, of this movement, have that choice as well…to engage, to learn, to contribute, and to encourage the involvement of others.

 

You see this is your community, it is built on the power of your voices, it is driven by the collaboration we find with one another and it is from that place that we look to the new year knowing that the greatest opportunities still lie ahead. Thank you for your contributions, support and leadership. May you have a healthy and happy holiday and be ready with great excitement for all the New Year will bring.

 

Jason A. Wolf, Ph.D.
President
The Beryl Institute

Related Body of Knowledge courses: Communication.

Tags:  Advocacy  body of knowledge  community of practice  consumer advocacy  defining patient experience  Field of Patient Experience  improving patient experience  partnership  Patient Experience  thought leadership  voice 

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The Patient Experience Must Be Owned By All: Welcoming the Society of Healthcare Consumer Advocacy

Posted By Jason A. Wolf, Ph.D., Friday, November 22, 2013
Updated: Friday, November 22, 2013

In The Beryl Institute’s recent research report – The State of Patient Experience in American Hospitals 2013 – I noted in conclusion that the state of patient experience is growing stronger every day because of the many voices committed to this work. I too reinforced my belief that a patient experience movement is afoot, one that requires continuous and focused efforts and one that should be grounded in and built upon collaboration and alignment versus competition or the desire to stake a claim.

This idea rests at the very core of the global community of practice we have built at The Beryl Institute. We do not claim to own the patient experience, but rather to be a place where people can gather together to share what is best in what they are working to accomplish. Our philosophy has been and will remain that through collaboration not just great, but greater things can happen. 

It is in this very spirit of collaboration that I am excited to share the bridging of two great organizations to expand the alignment and dialogue on patient experience improvement. We have been in discussion with and will soon be welcoming the Society for Healthcare Consumer Advocacy (SHCA) into The Beryl Institute community. After an incredible 40 year history and supportive home with the American Hospital Association (AHA), our three organizations – The Beryl Institute, SCHA and AHA – saw great potential in supporting the next 40 years and beyond for SHCA within the Institute (You can read a letter from all of SHCA’s Past Board Presidents here). As of January 1, 2014, our communities will align to continue to expand the patient experience conversation and in doing so model the power of coming together in this critical dialogue.

More details will soon be available around this exciting next step in the history of focus on patient advocacy and more broadly patient experience improvement, but suffice it to say, the commitment to engaging all voices and growing those engaged in this important work is top of mind for us all. I am excited and proud to welcome the SHCA community to The Beryl Institute family as their new professional home and in doing so reiterate the very critical message I share here. That it is in coming together, not attempts at market distinction, in which the greatest outcomes are possible. 

I have watched in recent years as patient experience has moved from an emerging term to an active conversation at the center of policy and now financial focus. I have also seen a great game of ownership being played out. Much like one might have experienced during the gold rush, claiming their small bit of mountain stream to pan for hours, days or more in search of that one bright speck, many organizations – some well established, and some quite new – have all worked on positioning for their piece of the pie.

While I am a true believer in free enterprise and recognize the great potential for market savvy in this new world of healthcare, I also believe we have something bigger we are attempting to do in working towards patient experience excellence. It is in the bringing together of disparate thoughts or competing ideas, be they those of resource providers of similar services or healthcare organizations occupying the same market, in which the greatest outcomes can be realized. You see no one organization owns the patient experience, yet we in healthcare must all take ownership of it.

For this reason we have worked to bring the many voices together, for as I asserted above, this is where the strength of our work and its impact rests. This idea has been realized in the Institute’s Regional Roundtables where market "competitors” join together in sharing thoughts and crafting shared plans focused on improvement. It has been realized at Patient Experience Conference where numerous resource providers join in and engage in support of a true, independent community dialogue. It is seen in the willingness of some of the largest players in experience measurement to come together to share ideas between the covers of our soon to be released paper on the Voices of Measurement.

If we are to make the greatest differences in the lives of our patients, families, peers and community we must be open to the idea that above all else through collaboration and coordinated effort profound possibility exists for improvement and sustained impact. And while by my very words, I cannot claim The Beryl Institute is the only place this can or will be done, I do hope and in fact commit that we will continue to stand for the bringing together of all ideas, of every voice and of each hope in each and everything we do. As a community of practice it is our calling, at The Beryl Institute it is our cause and we are so very excited to see (and hopefully be a catalyst in) the patient experience family continuing to grow.

Jason A. Wolf, Ph.D.
President
The Beryl Institute

Tags:  Advocacy  AHA  body of knowledge  choice  community of practice  consumer advocacy  Continuum of Care  Field of Patient Experience  global healthcare  healthcare  Interactions  Leadership  patient advocac  Patient Experience  Patient Experience Conference  perception  SHCA  thought leadership  voice 

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Creating a Field of Patient Experience – A Call to Action

Posted By Jason A. Wolf Ph.D. CPXP, Tuesday, May 8, 2012
Updated: Monday, May 7, 2012

Something powerful took place at this year’s Patient Experience Conference and it took some time in reflection for me to sort it out. We opened the conference with the powerful video "I am the Patient Experience” showing the faces of the many individuals key to the Patient Experience. We then reviewed the efforts underway to create a Body of Knowledge, shaping a model for ongoing development of patient experience leaders, and the potential for formal certification. The days together were filled with the connections and learning central to the vision of The Beryl Institute (see the pictures and review the lessons learned).

It culminated with our closing speaker, Tiffany Christensen who brought us the voice of the patient and suggested something profound. She noted that our work in patient experience is truly a movement. In fact, what we are doing together is shaping a field. As the faces of participants declaring "I am the Patient Experience” flashed on the screen to close the time together, it was evident something bigger was happening than a conference or even the growth of a global community of practice.

Captured in the energy and spirit that filled those three days in April, was the same commitment and possibility that was shared by the over 300 individuals from 8 countries that have contributed to framing the 15 domains in the Patient Experience Body of Knowledge or even the over 8,000 members and guests that engage with the Institute community every month. The Body of Knowledge now stands for something bigger than just things we "need to know” to be effective practitioners in patient experience. It represents the foundation of a field grounded in knowledge and experience that can have lasting and profound impact on how those in healthcare work and how patients and families are ultimately cared for.

Creating a field is no small task and will not emerge from any one individual or organization. It must result from the voices of many, which is why I encourage your continued involvement in the Body of Knowledge effort. At The Beryl Institute, we look to be the catalyst, convener and coordinator of this important work. The next steps in the process will be the creation of work teams that will outline the key content for each of the domains of knowledge. Together with respected subject matter experts these outlines will help shape the learning needed to sharpen the skills of current practitioners and create a path to develop future leaders for the field. I invite you to learn more about the process and consider contributing to the work of these teams

I mentioned in a recent Hospital Impact blog that patient experience is not a fad, but is now a critical component of healthcare overall. We must work together to solidify the knowledge needed to lead, continue to support the research that will stretch our ideas and practice and come together as a global community that will take a stand for what we know is right in ensuring the best of experiences for our patients and their families. If we do this with the passion that I saw during our three days together at Patient Experience Conference 2012, there is no doubt that what we are doing is truly creating a field of patient experience.

Jason A. Wolf
Executive Director
The Beryl Institute

Tags:  body of knowledge  culture  Field of Patient Experience  improving patient experience  Interaction  open comment period  patient  Patient Experience  Patient Experience Conference  thought leadership  Tiffany Christensen 

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Loyalty – The True Reward for Unparalleled Patient Experience

Posted By Jason A. Wolf Ph.D. CPXP, Tuesday, April 3, 2012
Updated: Tuesday, April 3, 2012

Last week I had the opportunity to attend a conference on Healthcare Experience Design. This is an incredibly important part of the work in providing a positive patient experience. In fact, experience design has been identified as one of the fourteen core domains in the Patient Experience Body of Knowledge (Have youprovided your input yet?). The element of design focuses on possibility, not problems. I believe we need to ensure patient experience overall has that same intention.

The well-known design firm IDEO reinforces these principles in the way they work with partner organizations. They describe this as design thinking, "a deeply human process that taps into abilities we all have but get overlooked by more conventional problem-solving practices.” This is a powerful statement in that patient experience in many ways is just that, the ability to move beyond problems to something more meaningful, and beyond standard processes, to those that have real and lasting impact. In this shift from a problem solving to a design mindset, the potential power of a positive patient experience is unleashed.

This idea was reinforced by Gary Hirshberg, President and CE-Yo of Stonyfield Farm, who talked about the potential intersection of design and business function. He shared that while some organizations manage their priorities to reduce production costs and then direct significant dollars towards promotion and advertising, there is another opportunity. If we invest in our products and services to ensure the greatest quality experience, we can change the equation. This shift in focus is from one of awareness through advertising to one of attraction and engagement through loyalty. Hirshberg reinforced that you get to loyalty by doing what is right for your consumer, not by telling them how great you are. As I listened to this argument in the consumer product world, I found myself thinking about how this applies to healthcare.

In an era where patients and family members are becoming more consumer-savvy and the system is set up to provide for greater ways to actually comparison shop in the healthcare marketplace, how has healthcare responded? Have efforts in healthcare focused on awareness through advertising and promotion or have opportunities for loyalty been created and sustained? Has a system been built based on solving the problem of driving healthcare volume or has the industry shifted to the thoughts of possibility in designing for an unparalleled experience?

It is clear in healthcare reputation carries great weight, but how that reputation is presented also has an impact. Advertisements for awards, recognitions or even wait times can only carry an organization so far. They are the perceived, not lived experience. Rather it is in designing and enacting the actual experience through which reputation is solidified and loyalty gained. This suggests the importance of investing in what it takes to ensure the best patient experience versus simply the messages to convey value. In doing so the conversation shifts from awareness which will need to reinforced again and again via the next print ad, billboard or TV spot, to that of experience that will reach well beyond the walls of a facility or practice, through the words of those that have walked your halls, engaged with your staff and had the chance to be impacted by the experience overall. Loyalty does come by doing right. This is making the right investments in your overall patient experience. In doing so you move beyond solving the problems for your organization and instead reinforce what is possible for your patients, their families and your team.

Jason A. Wolf
Executive Director
The Beryl Institute

Related Body of Knowledge courses: Metrics and Measurement.

Tags:  body of knowledge  bottom line  culture  improving patient experience  leadership  marketing  Patient Experience  return on service  service excellence  team 

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Creating a Body of Knowledge for Patient Experience Leaders

Posted By Jason A. Wolf Ph.D. CPXP, Tuesday, March 6, 2012
Updated: Tuesday, March 6, 2012
In The Beryl Institute paper, "The Four Cornerstones of Patient Experience”, we discovered that when organizations choose to have a leader with committed time to guide patient experience efforts, those organizations outperform their peers in both HCAHPS performance as well as patient satisfaction results. Finding that intentional focus on an issue leads to better results is not surprising, but it is important to note that a focused individual made the difference.

This led us to ask, if we can show that having an identified patient experience leader is a critical component of success, and specifically in driving measures that have service, quality and financial implications for healthcare organizations, can we define what it is that this individual does?

We started with a small steering team of healthcare professionals from hospitals and organizations across the United States on a mind-mapping exercise to identify key areas of knowledge critical to patient experience leaders. This exercise led to the development of domains that started to frame a core body of knowledge. Job descriptions were explored from roles around the world, competency models were examined from related fields and organizations, and then broader input was sought engaging patient experience and healthcare leaders from the US, the UK, Australia and Canada. The feedback led to hundreds of pages of thoughts on the critical nature and true complexity of patient experience and of the knowledge needed to effectively address it.

The discovery was powerful; a body of knowledge for patient experience leaders that began to shape an identifiable field of practice. It also brought greater clarity to the findings in the "Four Cornerstones” paper. While a focused individual was critical, this alone would not drive patient experience success. Rather an individual needs the skill set and "know-how” to truly impact this central component of the healthcare world.

That leads us to today, where the input and work of over one hundred volunteer leaders and contributors provides an initial framework to explore and a new possibility for shaping the field of patient experience. On Monday, March 5 we unveiled the Patient Experience Body of Knowledge and the 14 domains of knowledge key to an effective patient experience leader. With all the work that has led to this point, it is now that a much broader conversation gets underway.

We invite individuals from all corners of the healthcare system, including patient experience practitioners, healthcare leaders and staff, physicians, patients, families and community members to contribute their voices to the process. For the next 6 weeks, through Monday, April 16, we will be gathering your input to further polish this work. We will share the results of this effort to start Patient Experience Conference 2012. At The Beryl Institute, we believe the patient experience is about every player in the healthcare process and should encompass the voices of all those it impacts.

In healthcare, experience is truly central to all we do. The opportunity to provide a framework for the important work taking place every day in healthcare organizations is a critical global dialogue. I invite and encourage you to join the conversation.

Jason A. Wolf, Ph.D.
Executive Director
The Beryl Institute

Tags:  body of knowledge  certification  community of practice  culture  defining patient experience  improving patient experience  leadership  open comment period  Patient Experience  service excellence  thought leadership 

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