Driving Satisfaction

Presented by Sean Jordan, The Research & Planning Group

What satisfaction research can tell OPOs about building positive partnerships

with doctors, nurses and administrators.

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We conduct opinion research.

We combine qualitative and quantitative methods.

We specialize in healthcare

and OPO research.

We focus on transforming data into actionable insights.

We’ve worked with 15 OPOs to date.

14 participated in the study we’ll share today.

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The hospital partners study provides two types of comparative measurements:

lateral (across the industry to other OPOs)

longitudinal(over time with the same OPO)

The ultimate goal is continuous improvement.

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The study examines four perceptual areas:

CommunicationBoth during and after cases

Overall AssessmentSimilar to a SWOT analysis

Service SatisfactionRepresentative conduct and service touchpoints

EducationEffectiveness now and opportunities for down the road

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We use in-depth telephone interviews because they get great results.

We can set representative quotas for participation.

Human interviewers get better data.

We see better participation due to the convenient process.

Conversational interviews yield deeper insights.

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We restrict our sample to partners who have worked with an OPO at least three times within the last two years on a donation case.

It’s important that we talk to the right people.

We also offer physicians an honorarium.

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We slice the sample into pieces to understand what’s driving satisfaction.

Our process works well because we collect both qualitative and quantitative data.

Because of this, we can come back with recommendations for action… often with specific supporting data!

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The Threshold for Excellence

Mean score of 9.00 on a 10-point scale

80% or more express high satisfaction

10*CORE and IDN participated in 2011 and shared their data for comparison.

PhysiciansHospital Staff

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Service Variables Quality of Services Involvement Support Shown to Families Response Time Professionalism Respect Shown

Overall Assessment Strengths of OPO Weaknesses of OPO Opportunities for OPO Perceived Problems for OPO Overall Satisfaction

Communication

Communication During Process Communication Following Process Follow-up Information Way Concerns Were Handled

Education Understanding of Donation

Process Within Hospital Effectiveness of Education

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Top Performing OPOs

Overall Satisfaction

Satisfaction Champions

Collaboration Champions

Follow-Up Champions

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With our combined data set, we can gain deeper insight into the drivers of overall satisfaction.

We know all of the variables we measure play some role in influencing how hospital partners feel…

…but which are the most predictive?

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Service Variables Model(A Hospital Physicians)Variable Importance

Involvement(Collaboration) High

Response Time High

Professionalism/Respect Medium

Support Shown to Families Low

Goodness of Fit 58%

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Communication Variables Model(A Hospital Physicians)Variable Importance

Communication during donation

processHigh

Effectiveness of education

Low

Goodness of Fit 35%

Combined Model(A Hospital Physicians)Variable Importance

Involvement(Collaboration) High

Response Time High

Professionalism/Respect Medium

Communication during donation process Medium

Goodness of Fit 63%

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The qualitative data reveal a different perspective.

A path, albeit a long and winding one.

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Start of the Journey: Collaboration

Move on when: Collaborative tools are in place, have been pilot tested effectively and appear to be meeting the needs of hospital partners.

Ensure that hospital partners are not being marginalized in any way.

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Challenge Ahead: Consistency of Communication

Move on when: Accountability measures show that communication during the donation process is being handled consistently to specified standards.

Develop accountability indicators to ensure case communication is consistent.

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No Turning Back: Feedback and Follow-Up

Move on when: Accountability measures show that communication following the donation process is being handled consistently to specified standards.

Develop stronger systems for providing feedback (immediately after cases) and follow-up information (long-term outcomes) to hospital partners.

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Into Parts Unknown: Educational Offerings

Education requires constant refinement. Keep your methods fresh and you information current and you’ll keep your partners engaged.

Develop new ways to provide education to hospital partners about donation criteria and the donation process.

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Collaboration drives success.

Consistent communication helps to navigate difficult terrain.

Education is a goal for the end of the journey, but it is not a destination; it’s a mission.

Roadmap to Success

Presented by David Rich, The Research & Planning Group

What we have learned from hearing 15 OPOs respond to the hospital partners study

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Things have changed since 1998.

Physicians see OPOs as a benefit now rather than a threat.

Physicians are on your side.

Physicians need to be included as key players in the entire donation process.

Physicians need to be communicated with constantly throughout the donation process.

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First Turn

Make communication with physicians a top priority throughout the process.

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Second Turn

Provide a daily report to involved physicians on the status of the donor and email whenever there is a change in the donor’s condition.

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Third Turn

After a case, follow up immediately with a full report on what occurred during the case.

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Fourth Turn

After transplant surgery, follow up as soon as there is information about the outcome, regardless of the success of the outcome.

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Fifth Turn

Conduct a complete debriefing session analyzing and discussing what occurred from start to finish.

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Sixth Turn

Do not dismiss what hospital partners have had to tell us in the research.

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Final Turn

Executive OPO leadership must develop stronger relationships with attending physicians, all active physician partners, and key residents.

Roadmap to Success

Presented by David Rich, The Research & Planning Group

What we have learned from hearing 15 OPOs respond to the hospital partners study

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A Parting Resource

Find out more at http://opo.researchplan.com!

• Industry interviews• Our white papers• Data from studies• And more!