Lessons from the Field - How do You Use the Power of Thank You in Patient Experience?

 

Image by David Mark from Pixabay

Does the headline question have you thinking?

There is a more profound meaningful patient experience, engagement, and marketing activity for hospitals than meets the eye in the headline.

When was the last time one said thank you to the patient for trusting you with their care, treatment, and recovery? Hospitals have doctor, volunteer, and employee events to thank them for all their hard work. But those activities, for the most part, are annual and expected.

When was the last time your hospital thanked a patient, not through a community event or a patient satisfaction survey asking for a high score or a patient-focused event, but thanked them while they were still in the hospital?

And that is the difference.

We all read, hear and talk about the mission of the organization and it is essential. The mission is what drives the hospital. It's the true north compass point for interactions with employees, physicians, vendors, and patients.  But, seemingly, scant attention is paid to patients who, by their actions, have chosen the hospital for diagnosis or treatment and, by inference, support the mission of the social financially with self-pay, copays, and insurance payments.

A moment of truth.

Image by Colin Behrens from Pixabay

What prompted this blog post was something so simple as to leave a lasting impression. The other day I needed to donate some articles. I could have chosen any number of charities but decided to go to Goodwill. After being handed a receipt for the items, the individual looked at me and said, "Thank you for supporting the mission of Goodwill." It wasn't trite. It wasn't practiced. It was genuine, and he looked me in the eye when he said it.

It was powerful.

That simple act of thank you tied to the mission left an indelible impression.  The thought hit me that I never remember when a thank you was spoken in my hospital patient experience. Let alone tied to the mission of the hospital.  We mention mission at the annual and quarterly events, publications, and plaques in the hallways but not at all interactions.

Think about that for a moment.

At every interaction and touchpoint with the individual's use of a hospital, it is an opportunity to express gratitude and reinforce the mission of what the hospital is all about.

It's a moment of truth carried out one person at a time.

Image by Sozavisimost form Pixabay

The next time you think about saying thank you because the calendar says it's a special recognition month or an organizational habit of annually doing something in a particular period, think about the mission and moments of truth that happens every day.

It may be simple, but it's an excellent way to build engagement with your patients, their families, and visitors, as well as build the brand and brand evangelists.

When was the last time you said thank you to your patients for supporting the organizational mission?  Remember, it's not the extensive program that matters in patient experience and engagement; it can be the simple act of saying thank you that will make the difference.

Michael is a healthcare business, marketing, communications strategist, and thought leader. As an internationally followed healthcare strategy blogger, his blog, Healthcare Marketing Matters, is read in 52 countries and is listed on the 100 Top Healthcare Marketing Blogs & Websites ranked at No. 3 on the list by Feedspot.com. Michael is a Life Fellow American College of Healthcare Executives. An influencer in healthcare marketing strategy, communications, digital marketing, and social media, Michael is in the top 10 percent of social media experts nationwide. For inquiries regarding strategic consulting engagements, you can email me at michael@themichaeljgroup.com. 

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The opinions expressed are my own.