EnhancingEnhancing the the

Wal-Mart/SAM’S CLUBWal-Mart/SAM’S CLUB Patient ExperiencePatient Experience

Staff Meeting Presentation Series

Module 4

What patients expect from eye care providers

How prospective patients perceive eye care at Wal-Mart

Rational vs. emotional assessment of the patient experience

Service themes

Upgrading experience “clues”

ENHANCING THE PATIENT EXPERIENCEPresentation Contents

WHAT PATIENTS EXPECT

RATIONAL, FUNCTIONAL

BENEFITS

POSITIVE EMOTIONAL FEELINGS

• Expert diagnosis and Rx

• Efficient office process

• Functional, durable vision correction devices

• Peace of mind - - in good hands, trusting

• Cared for

• Understood, listened to

• Self-image enhanced

• Life improved

• Appreciated

Patients come to Wal-Mart for eye care for convenience and low cost

(% of patients)

Location of Last Eye Exam

Reasons for Selecting Location Wal-Mart Private Practice

Convenience 68% 32%

Value/low cost 46% 8%

Doctor relationship 24% 43%

Source: Wal-Mart Contact Lens Wearer In-Store Intercepts; October, 2006

Prospective patients are skeptical about the quality of eye care at Wal-Mart

% of Wal-Mart shoppers wearing contact lenses rating Wal-Mart eye care

“excellent/very good”

Had Eye Exam at Wal-Mart

Never Had Eye Exam at Wal-Mart

Reputable/knowledgeable eye doctors

88% 36%

A doctor who cares about me 79% 35%

Professionally trained staff 83% 41%

Comfort and atmosphere of office 79% 38%

Source: Wal-Mart Contact Lens Wearer In-Store Intercepts; October, 2006

Creating a highly favorable, memorable impression that will cause patients to recommend the practice

is the goal for each patient experience

Generating patient referrals is the best way to overcome negative preconceptions of prospective patients about eye care at Wal-Mart/SAM’S CLUB

Patients rarely remember or talk about the rational, functional benefits received during an office visit• A thorough exam is expected, taken for granted; patients are

unable to judge relative quality of exams• Functional process is impersonal, mechanical, emotionally

neutral, quickly forgotten

Memorable service results from positive or negative emotional feelings about the office experience• How was I treated?• Do they value the relationship with me?• Do I trust them to care for my vision?• Do they pay attention to me?• Am I better off after the experience?

Patients receive thousands of impressions or “clues” about the practice during every instant of interaction (sights, sounds, smells, tactile sensations, etc)

A patient’s overall impression is based on an emotional, mostly sub-conscious calculation of the positive and negative “clues” perceived during interaction with the practice

Strong negative clues will cancel all positive clues received

HOW PATIENTS PERCEIVE THE OFFICE EXPERIENCE

Deliver functional benefits efficiently

Create an emotionally memorable experience that patients will talk about

PATIENT EXPERIENCE ENGINEERING GOALS

Outstanding patient experiences must be planned and predictable, not random and occasional

PATIENT EXPERIENCE ENGINEERING

Step One Define the desirable feelings to be created with patients during the office visit - - the “service themes”

Step Two Examine the “clues” communicating the service themes at each moment-of-truth during the current patient experience - - identify and eliminate negative clues

Step Three Make neutral clues positive and design new clues to communicate the service themes

UNIVERSAL EYE CARE SERVICE THEMES (how patients should feel after their visit)

“I have a competent provider”

“I am cared for”

“My life has been

improved”

• “It’s a clean, orderly place”

• “They use the latest technology”

• “They are up-to-date medically”

• “They put my welfare first”

• “I am welcome and appreciated”

• “They listen to me to understand my needs”

• “They will be here tomorrow”

• “They value the long-term relationship”

• “I trust these people”

• “I am better off after the visit than before - - my life is improved”

• “I feel better about myself”

• “They helped me find the perfect vision solution”

THE PATIENT EXPERIENCE

Appointment Making Reception Pre-Testing Exam Transition to

Vision CenterCheck-out Delivery

“The patient journey through the practice”

PATIENT EXPERIENCE “CLUES”

Setting Sights, sounds, smells, tactile impressions of the physical environment of the office

People Human interactions: words, gestures, tone of voice, facial expressions, body language

Process Functional steps, process flow

CATEGORIES

EXPERIENCE “CLUES”

Patient Feelings

Negative Neutral Positive

Experience Categories - 0 +

Setting

People

Process

Negative memory

Abandon practice

Negative referral

No memory

No loyalty

Positive memory

Referrals

Result:

Negative Clues Positive Clues

Furniture dated, soiled

Employees in casual clothing

Bathrooms not spotless

Half-filled coffee cups on tables

Displays dated, chaotic

Comfortable, well lighted, neat reception area

Framed pictures demonstrating community

involvement

Employees in professional attire

Spotless restrooms

People No acknowledgement of patient’s arrival

No welcome

Impersonal, neutral tone of voice

No eye contact

Gossiping employees

Immediate warm welcome

Greeted by name

Probes about vision needs

Verbal reinforcement of doctor’s expertise

Escorted to pre-test area

Lengthy, repetitive paperwork

Directions emphasize policies, limitations,

regimentation

Insurance eligibility unclear

File ready on arrival

Insurance coverage pre-confirmed

Medical records automated

Immediate indication when exam will begin

RECEPTION

Setting

Process

Negative Clues Positive Clues

Setting Pre-testing area cluttered

Chin rests smudged, oily

Technician wearing casual clothing,

footwear

Equipment is high tech, up-to-date

Equipment is spotless, cleaned in front of

patient

Technician wearing nametag with title

People Interruptions permitted

Technician unable to answer simple

questions

Technician uses jargon, technical words

Warm, personal greeting

Undivided attention

Reference to patient’s family, lifestyle,

medical history

Verbal reinforcement of doctor expertise

and concern for ocular health

Open-ended probes about problems,

needs

Thank you for trust

Process Equipment not functioning properly

Re-testing required

Reason for procedure unclear

Equipment layout enables efficient flow

Efficient, rapid, self assured usage of

equipment

Purpose of each test briefly explained in

layman’s language

PRE-TESTING

Negative Clues Positive Clues

Setting Equipment in poor repair

Doctor wearing casual clothing

High tech equipment

Computer simulations and imaging

Wash hands in front of patient

Freshly painted, spotless exam room

Computerized records

People Several minute wait in chair before doctor

arrives

No dialogue

Doctor stands while talking to patient

No eye contact

Interruptions accepted

Impatient, rushed behavior

Greeted by name

Personal small talk

Handshake

Unrushed subjective refraction

Probes about vision needs

Recommendation on best product

solution

Process No explanation of results Test results explained in layman’s

language

Computer-generated exam summary

EXAM

Negative Clues Positive Clues

Setting Disorganized displays

Disorderly storage of trial contact lenses

Attractive, well stocked displays and

informative product demonstrations

Broad selection of latest styles

Organized, neat appearance

People Fail to escort to Vision Center

Fail to convey exam results/product

recommendation to Associates

Introduce Vision Center Associate by

name and title

Reiterate product recommendation

Endorse experience of Associate

Thank you for trust

Process Associate not available to assist patient No wait to begin dispensing

TRANSITION TO VISION CENTER

What should be the “service themes” of our practice?

For each moment of truth:• What negative “clues” are being conveyed today?

How can these “clues” be eliminated?

• What neutral “clues” can be made positive?

• How can the current office process be altered to better convey the service themes during every patient encounter?

• What “clues” would create an unexpected positive experience for patients at each stage of the patient experience?

FOR DISCUSSION

Record the “setting”, “people” and “process” clues that will be standard procedure in the practice - - the “patient experience map”

Provide copies of the agreed upon patient experience map to each staff member

Periodically review the patient experience map with the staff to evaluate compliance and effectiveness

COMPLETING THE PATIENT EXPERIENCE PLAN