How has the knowledge you gained with the community survey benefited your hospital as a whole?
The survey addressed a broad range of topics from customer service to physician preference. With a more in-depth understanding of our community, we could understand how we needed to develop specific service lines, yet find innovative ways to integrate them. A good example of what the survey produced was the conversion of all of our inpatient rooms to private rooms. We also created a full-time patient advocate position. Both of these initiatives were supported by community survey data, which told us we needed to improve patient comfort and individualized service at our hospital. We now take great pride in our ability to help patients with any issues or concerns they have while hospitalized. This is a result of our customers’ growing expectations for enhanced personal service while receiving health care.
What is your advice for other businesses?
I would recommend that any business in any industry first understand their customer. This information can then be utilized to develop a business plan with goals and initiatives that will meet their needs and draw these customers to your organization.
Today’s health care market has very high demand for customer service and access to care. Customers have grown accustomed to unrestricted access to health care and want preference in where, with whom and when they access their care. They are also becoming increasingly savvy on quality of care issues and want to be consulted more in the decisions related to their care. These are all important issues that health care organizations must consider when developing and marketing their services to their customers.
Mike Cowling is the CEO of Palm Beach Gardens Medical Center.