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Show ARTICLES WHAT ABOUT THE PATIENT?: THE NEED FOR CUSTOMER-ORIENTED HEALTHCARE by William L. Holt, MPA/HS A In the face of increased political pressures, diminishing resources, increased competition, and greater public expectations, hospitals must transform themselves if they are to survive into the next century. They must transform themselves into service-oriented, customer-centered organizations. It seems ironic that hospitals - organizations dedicated to the human healing process ~ must reform themselves in order to become more patient-oriented; yet, there lies the paradox of the modern hospital. Somewhere amidst the evolving technologies, increased specialization, interdepartmental budgetary battles, and the professionalization of hospital administration, the patient has been forgotten. "True, patients receive high-quality clinical care, but they pay a terrible price in terms of confusion, lack of continuity, impersonal care, and cost" (Lathrop, 1991). Patient satisfaction must be increased if hospitals are to keep a competitive edge. Administrators must make a commitment to improving the value and quality of healthcare services. Quality of service is as important to the "viability and vitality of a healthcare organization as [it is] to other enterprises striving to achieve in a competitive environment" (Speedling & Rosenberg, 1988). The context in which a patient receives healthcare is a significant part of the healing process. This article will explore the different aspects of the context of care which must be addressed in improving customer satisfaction and customer service. The aspects which will be discussed include: specific elements of customer-centered healthcare, elements of a customer-friendly system, the hospital administrator's contribution to meeting customer needs, changes in the corporate culture, interpersonal issues in healthcare (which reinforce medicine as a social science), the need to redefine the role of the patient, and an example of customer-centered, coordinated care. Strategies will be presented for improving quality of care through quality service. Customer-Centered Healthcare The consideration of patients as customers is the first step in redefining the role of the patient. Patients have not traditionally been the best judges of the quality of their specific medical care, but, as customers, they are excellent judges of service (Bell & Zemke, 1991). Amidst the increasing competition among healthcare organizations, a customer's perception of the quality of service will be a major factor in an organization's success. "Customer" does not refer strictly to patients. For any organization, it is important to identify its customers. For hospitals and healthcare organizations, there are primarily five types of customers: patients, visitors, physicians, staff, and third-party payers (Leebov, 1988). This article focuses primarily upon the patient as customer and how organizational behaviors need to be adjusted to accommodate patients as "customers." In describing an ideal healthcare visit, patients use such terms as "courteous, prompt, direct, solicitous, sympathetic, responsive, and caring" (Coile, 1990). According to a study of thirteen hundred discharged patients, they considered Utah's Health: An Annual Review 1993 77 |