Destination Success: Medical professionals must balance are with service

Health care workers do not enter the field to deal with "customers." They get in because they want to help. They want to serve. They find the scientific study fascinating.

However, the fact remains that patients their families are customers.

How can someone balance medical care for patients with the concept of customer service?

The answer lies in the economic reality of health care: most patients or their families must pay for health care services. In most cases, they can go elsewhere for that care.

There are instances where patients are not like customers. Some can't speak for themselves, shop around for care or "return" items. Unlike traditional customers, patients are not always right. Their physical and mental capabilities may prevent them from making cogent decisions.

For those in the health care field, it is challenging to sort what should be done from what can be done.

In order to provide the best customer service under difficult circumstances, the following questions should be answered:

Who is my customer?

Customers are, of course, the patients. But there are other customers. The family and friends of a patient also are customers. Not only might they be paying the bills, but they also provide the word of mouth that promotes an organization.

How do I increase service?

Although you might feel that you are providing top-notch service, it may not be perceived that way. The best tip is to use empathy. This is simply putting yourself in the other person's shoes. You may have seen certain procedures over and over, but it is the first time for the particular patient.

Last week, I had a minor procedure in my doctor's office. To perform this, I had to have a few numbing shots and was warned that it would sting. Sting it did! The nurse, Kim, whispered, "Do you want to squeeze my hand?" Before I could respond, she took my hand. I was touched by this action, and it did help take away the sting.

Communication is another area where customer service can be increased. I was in an optometrist's office and had to wait for more than an hour and a half. Suddenly, someone in a white uniform came out and barked, "O'Donnell!" As I stood up, she turned on her heel and strode off. We entered a small office and she nodded at a chair.

Immediately, she began writing in her chart. Finally, I said, "Are you the optometrist?"

"No," she mumbled.

When the optometrist finally came, he was a great guy, but I will never go back. A little customer service on the front end would have helped a great deal.

On the flip side, I went to another doctor a few months ago. After waiting about 20 minutes, I was told that the doctor had an emergency. I could either wait or they would make an another appointment for me. I decided to wait. It was almost a two-hour wait, but the receptionists, the nurse and the doctor kept me posted all along the way. They all apologized and they gave me another option.

They communicated with me.

Communication also is key when procedures are done. "Now, here's what we're going to do ..." Empathy and communication work together.

What will service do for me?

The quick and dirty answer is that it will keep your paycheck coming in. The more complicated answer is that it is part of the entire process.

Beverly Sills, the opera star, began her career practicing scales. She complained bitterly to her father that she didn't want to practice scales. She wanted to sing. Her father told her that she should enjoy the whole process or get out of the field. Practicing the scales is just as important, or more so, than singing an aria.

The same is true for customer service in health care. It is part of the process. While the physical procedures may be repeated over and over, the patients are different. Their psychological processes are unique. Their families have their own dynamics. Instead of lumping patients together, think of each one as a unique individual and opportunity.

The link in the equation is the human element. When a patient goes to a health professional, the whole person needs to be addressed. Otherwise, patients become the wounds they are being treated for, and the health care professional is seen as some kind of mechanical fix-it machine.

When the roles become too clinical, both parties are cheated of what makes health care truly exciting the relationship of mind, body and soul.

(Sinara Stull O'Donnell is a writer and professional speaker in the career arena through her company Sinara Speaks.)