Insight

insight MEDIA REVIEW The Magic Touch A FORMER SENIOR VICE president of Florida Hospital, Lee became a Disney World cast member for a brief period of time and was struck by the similarities and differences between the culture of health care and Disney. EXPERIENCE, NOT SERVICE Both hospitals and Disney share a common goal—to provide an experience. "At Disney, the customers start out happy and excited instead of afraid and sad," Lee writes. "They stand in lines, but not in pain. They take a ride that is duplicated a million times, while every experience in a hospital is highly personal and unique." Instead of looking at health care as service, it should be seen as an experience, where everyone from housekeeping to nurses to physicians plays an important role in a patient's personal journey. SIMPLE COURTESY CAN LEAD TO LOYALTY Satisfaction scores can make or break a facility. Lee wants marketers to look beyond them and look at making sure patients have a story to tell. "A major component of both loyalty and dissatisfaction are stories," Lee writes. "A person who is simply satisfied has no story to tell." Learn from The House of Mouse When creating a culture for your facility, consider: » ALLOWING ALL TEAM MEMBERS TO BE LEADERS » BEING COURTEOUS OVER SIMPLY EFFICIENT » DOING INSTEAD OF JUST KNOWING » IMPROVING CARE TO FURTHER THE PATIENT EXPERIENCE, NOT TO IMPRESS PATIENTS A positive culture creates employees who are more engaged in their work. Embrace this culture through internal marketing pieces that feature the insights and experiences of your hospital's employees. Because every person wants to feel valued, highlighting employees at every level and in every department will enhance the work experience. by Rachel Stewart Providing patients with a satisfying healthcare experience is the goal of many healthcare marketers. However, in If Disney Ran Your Hospital: 9 1/2 Things You Would Do Differently, Fred Lee beckons healthcare marketers and providers to look beyond patient satisfaction scores to provide a worthwhile experience that can lead to lifetime loyalty. So even if a facility is hitting all the marks and patients are satisfied with their care, it might not be enough to earn their loyalty. That's where going above and beyond can make a true difference for a patient. It doesn't rely on leading-edge technology or skill—offering a patient a smile or holding her hand as she receives difficult news can change a patient's whole view of a hospital. These small moments cannot be measured by simple polls or surveys yet they can lead to a lasting relationship for healthcare provider and patient. LEADERSHIP AT EVERY LEVEL In health care, managers are the primary authority figures. Disney, however, takes a different strategy. For example, if a cast member is late because he was serving a guest, he is to be commended for his commitment to making sure that guest's experience was outstanding. Or if a cast member went beyond her role, it is okay. Employees within a health system often feel they cannot say yes without seeking approval from higher power, which can complicate a simple situation. Lee feels letting employees—no matter what level—take control of situations and offer input can not only inspire loyalty with patients but strengthen teamwork. 34 insightonhealthcare.com

• Cover