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Member Spotlight - April 2017
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Brenda Radford


Director, Guest Services
Duke University Hospital
Durham, North Carolina

In her role, Brenda leads six departments (Arts & Health, Concierge Services, Decedent Care, International Patient Services, Patient & Visitor Relations and Volunteer Services) making up Guest Services. Each member of the Guest Services Team play a significant role in the patient experience in their 975 bed hospital and specialty clinics. She also co-leads the Living Our Values Team for the Duke Health System.

WHAT IS YOUR MOST SIGNIFICANT ACCOMPLISHMENT IN YOUR ROLE?

In 2004, while serving as President of SHCA (Society for Healthcare Consumer Advocacy), I had the opportunity to lead the SHCA Board of Directors to collaborate with Centers for Medicare and Medicaid to re-write the Conditions of Participation around patient grievances. This collaboration resulted in standards that were easier to follow, allowing more time for patient advocates to be proactive and to improve the lives of patients and families.

I am also proud of the opportunity to work with a team at Duke to develop Behavioral Standards, which align to our health system values. The Living Our Values Team and myself were instrumental in ensuring that all 33,000 health system staff members were trained on these values and standards, as well as our RELATE Communication model.

WHAT IS THE BIGGEST CHALLENGE YOU ARE CURRENTLY FACING?

Duke University Hospital is part of an amazing health care system with many competing priorities, which can sometimes make it challenging to provide a consistent patient-centered culture for patients and their families across the continuum of their health care experience.

WHAT ARE YOUR VIEWS ON THE FUTURE OF PATIENT EXPERIENCE?

Social Media has allowed patients to become more engaged in their healthcare. As this trend evolves, patients and their families will likely expect, and demand a more efficient, effective and compassionate health care experience.

WHAT DO YOU DO FOR FUN WHEN NOT WORKING?

My husband and I enjoy family time at Emerald Isle Beach. I also love spending time with our 4 grandchildren (ages, 9, 6, 18 months and 9 months). I love to travel, read, scrapbook, search for antiques and to decorate.

WHY DID YOU JOIN THE BERYL INSTITUTE?

I was an active member of SHCA for many years and was excited when they were able to make The Beryl Institute their new home. Beryl is the perfect place to gain new insights on the patient experience, by utilizing the many educational opportunities and by networking with colleagues across the country. What other organization better to be a part of because “I am the Patient Experience.”

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