Help Your Customers Improve Patient Satisfaction Scores
“Patient satisfaction” (also referred to as “patient experience”) is
one of the hottest issues with your provider customers. Smart
salespeople can use this issue to build successful sales presentations.
Recent HIDA research shows patients pay attention to the care they
receive – including the medical products that are used – and many of
them will change providers if they’re unhappy.
That’s not the only reason your customers care about patient
experience. Perhaps the biggest reason is that it directly impacts their
revenue. A number of different payers, most importantly Medicare, are
now using patient satisfaction scores as a key metric in calculating
reimbursements and/or incentive payments. For example, the Hospital
Consumer Assessment of Healthcare Providers and Systems survey (HCAHPS
or “H-caps”) measures patient perspectives of hospital stays, and the
hospital’s value-based payment amount is based in part on these scores.
This creates an enormous opportunity for you as a salesperson to
provide solutions that help providers improve patient satisfaction. Here
are some specific examples of opportunities, and ideas for addressing
them in your conversations with customers.
Rapid tests. HIDA research confirmed what you
already knew – patients want their test results immediately. They don’t
want to go elsewhere to get lab tests done, and they don’t want to wait
to learn their diagnosis.
“Amanda, I notice that the practice is still sending out a lot of
tests that could be done here in the office, and I think you’d have the
opportunity to really improve patient satisfaction by doing more of
these tests right here. Did you know that more than a third of patients
say the inability to get lab results during office visits is a major
reason for dissatisfaction with a provider?”
Infection prevention. A visible commitment to
infection prevention is the number one way providers make a positive
impression on patients, according to HIDA’s research. Patients notice
details like hand sanitizer stations throughout the facility, frequent
hand-washing, and the availability of masks for patients who want them.
“Carlos, I know that preventing infections is critical for your
facility. I’d like to suggest some ways that we can make your commitment
to cleanliness and infection control more visible to your patients, who
really care about this issue as well.”
Equipment and furnishings. You might not think about
equipment upgrades as a way to improve patient satisfaction, but
consumer research proves patients notice whether an office is
state-of-the-art or a bit dated. This perception can directly influence
how providers are rated. One survey respondent noted: “The facility I
use has the most up-to-date equipment and technology, and makes me feel
“Sandy, do you think it’s time for us to talk about new exam tables?
These were awesome examples of cutting-edge technology back in 1995, but
research shows patients notice up-to-date equipment, and an upgrade
could pay you back in satisfied patients and higher ratings.”
I encourage you to visit www.HIDA.org/HorizonReport
to study the new HIDA Patient Satisfaction report and identify other
ways that you can use this hot-button issue to help your customers and
grow your sales.