RISK
MANAGEMENT - Personal Skills
Most health care professionals have an
innate aversion to applying terminology such as customer service
to their patients and the practice of medicine. However, there
can be no doubt of the direct connection between how well we treat
patients as human beings and whether they choose to view us as
friend or enemy.
The reality is that customer service is
a timeless aspect of medical care since personal interaction,
not technology or clinical acumen, is the pivotal experience by
which healthcare has been, is and always will be evaluated by
the patient. Patients may not have the knowledge to define the
quality of their clinical care. Each patient, however, is an expert
on human interaction, with a clear idea as to how non-clinical
needs and expectations should be met.
One of the basic rules of risk management
is to avoid making clinical mistakes. Nevertheless, even this
simple rule does not guarantee immunity from litigation if the
patient's perception is that they were mistreated, misdiagnosed
or, at a minimum, treated with disrespect.
In fact, this perception by patients is
an essential part of every lawsuit. Each lawsuit is an expression
of the patient that "you have hurt me." Our society equates being
hurt with retaliation; our civil courts provide the means for
retaliation.
How then do you bring an understanding
of customer service to the emergency department? We recommend
twelve practical personal skills:
1. Always introduce yourself to the patients
and their family.
2. Let patients know you will happily
help them as soon as possible.
3. Apologize for the wait.
4. Explain the how, when, where and
why of what you are doing to patients.
5. Project an attitude of reassurance
and confidence.
6. Listen to patients and families'
critical comments without being defensive.
7. Offer apologies for inconveniences,
even if it is not your fault.
8. Offer options and alternatives when
you have to say no to patients' requests or expectations.
9. Display positive body language and
facial expressions; never show annoyance or impatience.
10. Express appreciation for patients
waiting; give realistic time estimations and keep them informed
of delays.
11. Use lay terms when explaining technical
information.
12. Avoid personal and social conversations
with fellow staff in front of patients.
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