Biology

Health Care Marketing Learnscape 3: Patient Satisfaction

Health Care Marketing Learnscape 3 FINAL December 12, 2012 1

Patient Satisfaction Introduction:

The main Urgent Care Facility within Bright Road Health Care System has experienced a marked

decrease in patient satisfaction. As a marketing consultant, you will evaluate patient survey results and

meet a couple of staff members. The patient experience evaluation elements include clinical, process

and environmental elements. Based on this information, you will recommend operation changes, if

appropriate.

Characters:

1. James Melbourne, Director of Urgent Care Facilities within the Bright Road Health Care System

2. Lisa Leon, Receptionist at Urgent Care

3. Therese Holt, Nurse Practitioner at Urgent Care

Locations:

Scene 1: Office of James Melbourne

Scene 2: Student’s office

Scene 3: Urgent care waiting area

Scene 4: Urgent Care Receptionist’s Desk

Scene 5: Urgent Care employee break room

Scene 6: Student’s office

Health Care Marketing Learnscape 3: Patient Satisfaction

Health Care Marketing Learnscape 3 FINAL December 12, 2012 2

Scene 1: Meeting with the Director of Urgent Care Facilities

In this scene, the student, a Marketing Consultant, meets with James Melbourne in his office. James is

concerned about the latest survey results for the urgent care facility and has asked the student to

evaluate the results, the urgent care facility, patient and employee processes and the patient

experience.

Location James Melbourne’s office

Scene setup James is across the desk from the student.

On-screen characters James Melbourne

Off-screen characters N/A

On screen text: Your meeting with James Melbourne, Director of Urgent Care Facilities within the Bright

Road Health Care System is about to begin…

JAMES Thank you for meeting with me. I am looking forward to getting your input on

how we can improve our urgent care facility.

**STUDENT OPTION 1 That’s why I’m here. Tell me about the project.

STUDENT OPTION 2 Absolutely. Tell me a little bit about what’s going on.

Student can choose either option to continue.

JAMES RESPONSE 1 Our latest patient survey results show a decline in patient satisfaction in one of

our busiest Urgent Care facilities. Of course we want patients to seek treatment

from their Primary Care Physicians. But if they need to use an Urgent Care

facility, we want it to be ours. And, we want them to have a positive

experience. Otherwise, they will most likely tell their friends and family, either

by word of mouth, or on social media outlets. That’s not good for our brand.

STUDENT OPTION 1 Is it just the one facility?

**STUDENT OPTION 2 Is this decline a trend?

Student can choose either option to continue.

JAMES It’s just this particular facility, it seems. Patient satisfaction ratings at our other

facilities are within the range we expect. Quite frankly, this was a surprise.

STUDENT OPTION 1 What are your initial thoughts about why patient satisfaction has declined at

Health Care Marketing Learnscape 3: Patient Satisfaction

Health Care Marketing Learnscape 3 FINAL December 12, 2012 3

that facility?

STUDENT OPTION 2 What recent changes have been made to the facility that may contribute to the

patients’ overall experience?

STUDENT OPTION 3 Can you share the latest patient survey results with me?

Student must click all three options to continue.

JAMES RESPONSE 1 Well, most patients don’t want to be there in the first place, so that makes

patient satisfaction challenging from the start. I want to look at that particular

facility from the patients’ perspective and see where we can improve.

Response 1 kicks student back to options.

JAMES RESPONSE 2 We have made several recent changes at that facility. First, because of patient

volume, our triage nurses don’t assess every patient immediately. We have a

list of more serious symptoms, and the receptionist notifies the triage nurse if a

patient presents any of these symptoms. This has allowed the triage nurses to

spend more time in the treatment rooms. The downside is that all the other

patients have to wait a little longer before being triaged. Second, we stopped

our nurse follow-up calls to patients the day after their visit. It allows nurses to

spend more time with patients, and less time on the phone.

Response 2 kicks student back to options.

JAMES RESPONSE 3 Sure, I will email the latest survey results to you as soon as we’re through here.

**STUDENT OPTION 1 Has a gap analysis been done to identify specific areas of concern?

STUDENT OPTION 2 Do you know the differences between patient expectations and staff

expectations?

Student can choose either option to proceed.

JAMES RESPONSE 1 Good question. This is one of the reasons I am reaching out to you. I think the

survey results will give you a better understanding. Patients have a certain

expectation about the level of care they receive. Our staff has their own opinion

about the quality of care they deliver.

STUDENT OPTION 1 I will need to identify this gap in expectations in order to make some

recommendations to you.

Health Care Marketing Learnscape 3: Patient Satisfaction

Health Care Marketing Learnscape 3 FINAL December 12, 2012 4

JAMES RESPONSE I’m interested to see the gap between what the patient expects and what they

are actually experiencing at the facility. This will help us pinpoint specific things

we need to improve.

STUDENT OPTION 1 That covers their experience at the facility. What about the other piece?

JAMES RESPONSE 1 What other piece?

Response 1 kicks student back to options

STUDENT OPTION 2 What about the post-visit experience? The follow up calls?

JAMES RESPONSE 2 As I mentioned earlier, we eliminated the nurse follow-up calls. Is that

something we should reconsider? Also, some patients noticed they received

bills in the mail they weren’t expecting. How can we better manage that?

STUDENT This is something that I will research once I get the survey results and can

evaluate the patient feedback.

Add to student’s notes:

 Client would like a gap analysis done to determine the difference in a patient’s expectations and

the actual patient experience.

 Research the need for follow up nurse phone calls to patients the following day.

 Research how the change from 100% of patients being triaged to only those with more serious

symptoms plays a role in patient’s satisfaction.

 Research ways to decrease surprise costs to patients.

 Identify the process of seeing a patient from the time they enter the facility to when the billing

is complete.

 Visit the urgent care facility and make notes of the waiting area and treatment rooms.

JAMES RESPONSE I’ll send them after our meeting. Is there anything that you need from me now

to help you get started?

Student must select both options to continue.

STUDENT OPTION 1 Have any employee satisfaction surveys been conducted to indicate their level

of satisfaction and motivation for the work?

JAMES RESPONSE 1 No, we have not implemented an employee satisfaction survey. I think this

would be an important component of your research. Studies show that

employees who are highly satisfied with their jobs deliver high quality service.

STUDENT OPTION 2 Can you help me to arrange a meeting with some staff members at the urgent

care facility?

Health Care Marketing Learnscape 3: Patient Satisfaction

Health Care Marketing Learnscape 3 FINAL December 12, 2012 5

JAMES RESPONSE 2 Absolutely. I will contact the manager at the facility and arrange for a meeting

with you, a receptionist, and one of our medical staff members. That will give

you a good idea of the processes from reception through treatment. And

because you’re an objective party, you will probably get candid responses

about their job satisfaction.

Add additional bullet points to student’s notes:

 Remember that the patient determines the level of care that they expect

 Explore ways to get employee feedback

STUDENT Thank you for this information, and for setting up a meeting with the team.

JAMES RESPONSE 1 You know where to find me if need any more information. I am very motivated

to get results that will help to improve patient satisfaction.

End of Scene 1

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Health Care Marketing Learnscape 3 FINAL December 12, 2012 6

Scene 2: Patient Survey Results

In this scene, the student receives the patient survey results from James.

Location Student’s office

Scene setup The student is facing their computer.

On-screen characters None

Off-screen characters None

On screen text: You have some time between meetings so you check to see if James emailed you the

survey results…

Note: The student can click the email icon, and the inbox appears with a message from James. The

student can click to open it.

EMAIL 1 FROM

JAMES

Hello,

Here are the survey results as promised. Review them and let me know if you

have any questions.

[link to open survey results document]

James

Note: When student clicks the link, a document with survey results appears. Asset:

Patient_Survey_Results. When student closes the document, the email inbox appears again, with

another message from James.

On screen text: You have received another email from James…

EMAIL 2 FROM

JAMES

I set up a meeting for you to talk with Lisa Leon, a receptionist and Therese Holt,

a Nurse Practitioner at our urgent care facility. They are both available to meet

with you on Thursday at 1:00 during their lunch break.

Thank you,

James

End of Scene 2

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Health Care Marketing Learnscape 3 FINAL December 12, 2012 7

Scene 3: The Urgent Care Waiting Room

In this scene, the student evaluates the waiting area for the urgent care facility prior to interacting with

the receptionist.

Location Urgent Care waiting room

Scene setup The waiting room virtual location is visible. The waiting room looks a little

dated and doesn’t look that comfortable or inviting. All the seats are filled, so

there is nowhere to sit.

On-screen characters None

Off-screen characters None

On-screen text: You’ve arrived in the waiting room. What are your initial thoughts? Make your

observations in your Notes area, then click “Talk to Receptionist” when you’re finished.

Note: The student should click Talk to Receptionist to move to the next scene.

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