Monthly Archives: July 2012

“Scars ‘R’ Sexy” Charitable Clothing Campaign

 This Video is my unique and heartfelt contribution to the  “Scars-R-Sexy” charitable clothing campaign run by RockScarLove.com.

People go through so many difficult ordeals in life and often the physical ones are memorialized by a Scar.  But, just as with everything else in life, it’s all a matter of perspective.  Some women playfully find Scars to be “Sexy” yet others see them as significant symbols of a time in their lives when they have overcome tremendous adversity.  People with Scars learn how to draw upon these symbols for perpetual inspiration and sources of strength and courage when life requires them to do so.

In this regard, I was lucky enough to come across a related quote in a Book written by Musician, Writer and Master Story-Teller, Jimmy Buffet, which has gotten me through Seventeen (17) Crohn’s Disease-related surgeries, beginning in 1988, and with the most recent one occurring in 2012.  The Book is, “A Pirate Looks at Fifty” and that Jimmy Buffet quote is as follows:  “Scars are only Permanent Reminders of Temporary Feelings.”

RockScarLove.com is inspiring and commemorating these passionate lives through a Demonstrative Clothing Line with a mixture of original t-shirts, hats and cool under-garments which celebrate this “Scars-R-Sexy” bold mindset.  More importantly, 100% of the Net Profits are being donated to a variety of charities; one of which is the Crohn’s & Colitis Foundation.  Accordingly, PLEASE watch this 3-4 minute Video, “catch the spirit” and then visit www.RockScarLove.com.  Thank you.

Copyright © 2012 Michael A. Weiss All Rights Reserved

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Modernizing the Hospital Patient Experience

Perchance to Dream: Improving the Hospital Patient Experience

Earlier this week I was invited by Wego Health (whose unique corporate mantra is “Empowering health activists to help others.”) to participate in a videotaped Virtual Patient Panel to help the company ExperiaHealth (“Experia”) (whose corporate motto is “Humanizing the Healthcare Experience”) in improving the “Hospital Patient Experience,” and in this case, specifically the Discharge Process. Unbeknownst to me, Experia has been doing this for quite some time in at least 15 significant hospitals across the country. Who knew that while I was being hospitalized all over the country being constantly awoken at 3 AM to take a sleeping pill or harassed by the hospital’s television collection service for $6.00 when I was practically in the surgical recovery room, that such an incredibly necessary company was implementing many of the things I had been complaining about after 200+ hospitalizations.  I guess if you live long enough, life will pleasantly surprise you.  That’s why, incidentally, I always tell chronically ill people with incurable illnesses such as Crohn’s Disease that, “the longer you live, the longer you live.” What I mean is that the longer you live, the better your chances are for new and more effective treatments, or even a cure, being discovered.  Hence, this Blog Entry is indirectly about how a dream of mine, i.e., attention being paid to improving the “hospital patient experience,” is now being actualized and I am also involved in helping to carry out this new reality of mine and of thousands of hospital patients around the world.

The Business Side of Healthcare

When I got to meet the Experia Patient Panel Moderator, Elizabeth Boehm (“Liz”), whose title is Director, Patient Experience Collaborative; I was shocked that such thoughtful and compassionate people worked on the business side of healthcare.  Up until now, I had assumed all healthcare executives were solely focused on providing the best patient care at the lowest price paying no mind to the often physically and mentally painful & unnecessarily demeaning experiences patients must undergo to achieve these corporate objectives.  More specifically, I always envisioned the healthcare “business” functioning like the inner-workings of an automobile manufacturing company which always developed the coolest looking, fastest driving and most fuel efficient cars without giving any consideration to the driver “experience” or if a typical-sized driver could even fit into these sleek fast-moving machines without their ever-expanding waistlines rubbing up against the steering wheel and preventing a tight left turn.

Perhaps the car drove too “hard,” the seats were too stiff and the drivers developed hemorrhoids within the first 5,000 miles or the driver’s seat had to be so low and devoid of lumbar support that spine fusion surgery was inevitable within the time frame of the usual bumper-to-bumper warranty.  Despite these rather significant driver inconveniences, the automobile company’s marketing programs for these slick new macho machines created great demand and the general public assumed that drivers just lied or never mentioned the aforementioned downsides because no schmuck complains about being seen driving around in the best vehicle money can buy.  That’s like dating Jennifer Lopez and complaining to the Press about her ridiculously over-sized derriere.

A stretch, maybe; but I’ve always envisioned the business-side of Hospitals operating exactly like this where patients and their friends or families of patients assumed that quality patient care came along with occasional horrific, unsanitary and demeaning personal experiences.  However, I was never convinced that my friends and family understood the frequent lack of humanity and common decency encountered by hospital patients.  It just went unspoken in my world until I wrote a Book about my experiences (see below).  As a case in point about the public’s acceptance of quality healthcare at whatever temporary painful cost to the patient:  Did television viewers ever watch the critically acclaimed show “ER” and even once witness: consistently disgusting hospital food; patient roommates who destroyed shared patient bathrooms almost as if they had a license to live like they were in a monkey cage for a few days; condescending doctors to whom patients had to follow out of their rooms like Peter Falk’s “Lieutenant Columbo” sans rain coat just to finish asking a significant question or two; or nurses with borderline evil bedside manners whose lack of compassion was only surpassed by their robotic personalities?

The Value of being a Professional Hospital Patient

But after listening to Experia’s Liz Boehm explain the Patient Panel’s objectives, style and procedures, I felt like I had been summoned into the principal’s office and instead of being chastised for my bad behavior teasing a girl I was actually smitten with, I was heralded for possessing certain unique knowledge that he found helpful in improving the effectiveness of teachers and education.  I have to admit that during those first few moments of this Patient Panel, the experience felt pretty cool because my Crohn’s Disease had now apparently qualified me for something other than Miralax.  I was so surprised at my almost “reversal of fortune” role in this Patient Panel that it felt as I had been sleeping for 5 years and when I awoke Tom Brady of the New England Patriots was President and Anne Hathaway was making me breakfast wearing nothing but a Tom Brady jersey.

Truth be told, I wrote a Book about this in 2001 called, “Confessions of a Professional Hospital Patient,” because there was so much wrong with the “hospital patient experience” I felt there was a story to be told which could shed some light on significant but subtle problems almost every person in the world would someday experience since everyone gets sick and most people don’t get through life without an adult hospital stay or two.  Thankfully, my Book was critically acclaimed and it continues to sell as “the most accurate and honest depiction of the ‘hospital patient experience’” but to make sure Ms. Boehm’s aim was as true as Elvis Costello’s, I had a few questions for her about Experia and their hospital patient experience venture.

Who is ExperiaHealth?

In short, Experia’s website (see http://www.experiahealth.com/about.htm) lists its description and corporate objectives, which thus far I can attest to being 100% accurate, to be as follows:

ExperiaHealth is a leading experience improvement company that delivers breakthrough services and technologies to improve the patient and employee experience at hospitals and clinics nation-wide. ExperiaHealth’s aim is to accelerate adoption of practices and technologies that improve outcomes, create value for patients, and restore the human connection in healthcare.

Ms. Boehm’s qualifications are also listed on the Experia website and she too is uniquely qualified and dedicated to the cause my life has been dedicated and directed to once I was diagnosed with Crohn’s Disease approximately 25 years ago.   At the risk of embarrassing Ms. Boehm for her impressive and thoroughly focused career of helping to improve various difficult life experiences, below is  the website’s description of her background:

Elizabeth Boehm, Director, Patient Experience Collaborative

Liz Boehm is the Director of ExperiaHealth’s Patient Experience Collaborative where she brings a wealth of expertise on defining and implementing new innovations in healthcare experience, and helping hospitals and care providers create lasting value for patients and caregivers. Through the Collaborative, she helps ExperiaHealth’s clients create a competitive advantage via the sharing and adoption of practices and technologies that improve outcomes, create value for patients, and restore the human connection in healthcare.

Liz joins ExperiaHealth from Forrester Research where she was a principal analyst serving customer experience professionals in the healthcare and life sciences industries. During Liz’s 15 years at Forrester, she worked with the country’s top hospitals, health insurers and life science firms to craft customer experience strategies and drive business value through improved customer engagement. She joined Forrester in 1997 and co-founded Forrester’s healthcare and life sciences research practice in 1999.

Before joining Forrester, Liz was a health extension volunteer with the Peace Corps in Burkina Faso, West Africa and graduated from Amherst College with a degree in women’s and gender studies.

“Patient Experience Managers” are part of an emerging industry. Who knew?

My awareness of the efforts of people like Ms. Boehm and companies like Experia first came to light thanks to a comment I received on my Blog which pointed out that the hiring of “Patient Experience Managers,” or PEMs, is an emerging field in healthcare.  It was also only a week ago during the “Best 60 Minutes on Sunday Night,” a/k/a the “Health Care Social Media” TweetChat at 9 PM EST, when a new Twitter buddy suggested the possible creation or existence of PEMs.  I had responded to what I thought was his unrealistic suggestion by essentially saying, “Dream On.”  Well, thanks to the tenacious efforts of true Patient-centric organizations like Wego Health and Experia, I’ve learned there are actually current formidable efforts to modernize the “hospital patient experience” so that it’s quality catches up to the technology-driven increase in  Patient Care.  Maybe now hospital executives won’t immediately dismiss my idea to create YouTube channels in all hospitals to distribute interesting and entertaining hospital employee-created and hospital patient-created content to replace the almost “stick-figure” and “birds and the bees” videos which are currently looped on “medical information channels” shown on hospital patient room televisions.  Ever see a stick-figure drawn person get a colonoscopy? Check into an old hospital and channel-surf.

Influencing the Hospital Patient Experience

In any event, this Virtual Patient Panel consisting of myself and two (2) other experienced patients, Jody and Alicia.  Wego Health had their technology guru, Aaron, somehow connect each of our computer web cams to one hub such that it seemed we were on stage together being interviewed by Elizabeth Boehm, Director, Patient Experience Collaborative, Experia.  It’s funny but when I first saw Liz’s title, “Director, Patient Experience Collaborative,” I thought I was in the Twilight Zone or had just walked out of the 1973 futuristic movie, Westworld.  But once she began to ask such thoughtful questions to elicit useful information about our respective patient experiences, I began to feel as if all I have gone through in 200+ hospitalizations in various cities around the United States might actually have a certain aggregate value because now someone is listening to me who has the interest, motivation and even the influence to make experience-improving changes in the “hospital patient experience.”

However, since I am always candid and also inherently suspect of think-tank studies and managerial guru bullshit and I had never seen meaningful patient-centric job titles before in the many hospitals I’ve done time at, I asked “Liz” (she insisted we call her by her first name so the atmosphere was very casual) where in the United States are these hospitals who actually care about the quality of the hospital patient experience?  She then listed 15 prestigious hospitals and told me a little about other similar targeted efforts of Experia.  I was sold as she had me at “15.”  Moreover, after hearing my various answers and ideas throughout the 2-hour Patient Panel, Liz later commented that she was purchasing my Book, “Confessions of a Professional Hospital Patient,” for each of these 15 hospitals because I guess she was intrigued by my brutally candid yet respectful approach toward medical institutions and medical professionals despite having survived through so many nonsensical and avoidable demeaning and painful experiences within their respective control.

You’ve Got the Cure, Ooh, it’s your Attitude (the “Kinks”)

In terms of learning from my past experiences, especially those pertaining to the “hospital patient experience,” I try to think like a dog because I don’t want a negative experience to forever taint my intellectual capability to contribute to improving the hospital patient experience.  For non-animal lovers, this means I try to have the memory of a Short-Reliever Pitcher in Baseball so that one horrific experience doesn’t haunt anything I do, say or feel moving forward.  It’s like the lyrics in the Kinks song, “Attitude”:

You might have the illness, but you’ve got the cure
You’ve got the answer, you will endure
You’re the only person that’s gonna pull you through
Ooh, with your attitude

Chorus
Attitude, Oo Oo Oo
Your attitude
Attitude, Oo Oo Oo
Your attitude

In my youth it wasn’t so easy to have such a short memory and pleasantly forget about the times a Nurse Ratchet-type insisted on re-inserting my Foley Catheter because, crazy me, I had been urinating into the toilet and not into a urinal container where they could measure my “urine output” since the doctor had removed the Foley Catheter earlier in the day and that was the hospital’s protocol – which I was never told about – or being hounded by the hospital television payment collection service while I was still in the midst of coming out of anesthesia from spinal fusion surgery.  While the $6.00 collection episode did not leave a permanent scar on me, I will never forget this innocent 17-year-old  kid carefully nudging me to tell me I owed $6.00 for 2 days of renting the hospital’s television.  I do remember, though, motioning him to come VERY close to my mouth to ensure he would hear my painfully strained answer when I said: “Do you really think this is the best time to try and move me, even an inch, to get my wallet and pay you $6.00 when it has to seem patently clear to even a moron that I am not a “high risk” flight patient?”  After contemplating for a few seconds the fallout he’d face from his boss Skippy, he nodded in agreement as if my answer was reasonable, but I wanted to share my surgical pain with him in the worst way.  What was once a painful memory is now a funny story.  It’s all in your Attitude.

Why the Focus on the Hospital Patient Discharge Process?

The questions posed to each of us on the Patient Panel seemed to focus on the Hospital Discharge process because according to Liz various studies had apparently indicated it as either the most troublesome spot for hospitals and/or that the Discharge process was an area most easily quickly improved.  When asked a related question, I politely told Liz that in my humble opinion the studies seem wrong because, and just by way of quick example off the top of my mind, starting Intravenous Lines with the dexterity of a Plumber, among other aspects of the hospital patient experience, seemed a little higher on my priority list for needing improvement since patient IV lines are the standard MO in all hospitals and initiating them is likely the most intimate activity that goes on between a patient and a medical professional besides memorable rectal probes.  My body gets over the occasional over-zealous rectal exam quickly but there are parts of my forearms which are still black and blue from my June, 2012 17-day hospital stay and areas around my wrist still smart and throb if they come into contact with merely fabric while I toss and turn trying to fall asleep at night.

Standardizing the times of Morning Doctor Rounds

Liz duly noted my comment and apparent well-rounded knowledge of hospital problem areas but as per her suggestion I decided to focus on the task at hand.  To that end, I classified the hospital discharge process as essentially one big cluster-fuck which could only be helped if doctors committed to standard “morning round” times so that patients could properly organize the various aspects of their departure which are not under their control.  This includes getting all written orders from doctors, all prescriptions, all warning signs and the patient’s coordination of obtaining a ride home from a family member or friend.  This reminded me of the numerous times when the hospital patient room had a sign on the wall which indicated all discharged patients must leave the room by 10:00 AM and I would tell a friend to come pick me up at 10:00 AM only to have to wait until 12:30 PM when one of my doctors would decide to stroll into my room to finalize my “orders” and write the necessary prescriptions for me to go home.  As a result, my friend or family member would have to completely reorganize their day and me and my Crohn’s Disease became an even bigger pain in the ass to them.   Accordingly, besides the logical implications of a more organized “Discharge Process” which takes patient needs into account, I think a more consistently standardized “morning rounds” physician schedule would give patients back some “control” over their situations which they understandably have to relinquish upon entering the hospital for the purposes of being treated most effectively.  I also think resuming control of one’s life is of therapeutic value and thus an aid toward the recuperative process so that’s another rationale for consistent standardized “morning round” times.

My Worst Hospital Discharge Experience

Liz also asked each of us about our worst experience being discharged.  My knee-jerk reaction left me with no specific answer other than to discuss the myopic almost survival-like state of mind necessary to “do time” in the hospital environment such that a quick re-admission to the hospital is the worst possible scenario and could lead to scarring mental conditions such as post-traumatic stress disorder.  Then I remembered when that happened to me at a world renowned hospital (from which I am now banned for life, by the way, for not letting them treat me a certain way medically when I knew they were wrong and later proved they were wrong by being diagnosed differently at another hospital) and how defeated I felt when repeated projectile vomiting in a hotel room across the street from the hospital left me with no choice but to return to the same floor in the hospital for another 15 days or so.  To that end, I will never forget the words of “wisdom” some moronic Intern rationalized with me when I was initially prematurely discharged and my belly was so distended I looked like The Michelin Man.  He said: “Sometimes you are healthy enough to be discharged from this hospital but not well enough to go [fly] home.”  It was such a load of self-serving crap and literally put my life in serious jeopardy as I almost joined music greats Jimi Hendrix, John Bonham, and **Eric “Stumpy Joe” Childs [from the band “Spinal Tap”] in the “Big House” as a result of choking on their own vomit. [**Technically, Eric “Stumpy Joe” Childs choked on someone else’s vomit but he is a fictional character, as his band, “Spinal Tap,” was created for the hysterical 1984 parody film rockumentary, “This is Spinal Tap.”]

The Perils of Patients Letting their Mental Guards Down

The two (2) other patients had some excellent suggestions for Liz in answering her variety of questions surrounding Improvement of the Hospital Discharge Process but I will leave those for the Video I am sure Liz and Experia will be compiling.  As for me, I brought up how the mental discipline required of hospital patients to maintain their sanity could get loosened up a bit once they start hearing the word “Discharge” (in much the same manner as Prisoners with the word “Parole”) so doctors need to be very careful when broaching the subject and condescending remarks alluding to Discharge could actually be hurtful to patients if they are based on style and not substance.  For some patients, I suppose premature enjoyment of the prospect of being paroled from the hospital is fine but, in all seriousness, it takes such intense mental discipline to adjust to the prison-like privacy parameters of a hospital during long hospital stays that delusions of grandeur can quickly set in if the word “Discharge” is recklessly thrown about by a medical professional in the hospital patient’s room.  This might sound like an exaggeration to folks unfamiliar with the hospital patient experience but some doctors use the lure of “Possible Discharge” to get their depressed patients from one day to another and there are MANY depressed patients in the hospital especially around holidays and before weekends.  Perhaps this is a necessary medical tactic but when it fails, the depression becomes overwhelming.

Identifying ALL Treating Medical Professionals on Discharge Paperwork

I also conveyed to Liz that I believe STRONGLY in receiving written Hospital Discharge paperwork which includes a detailed list of all the doctors and other medical professionals who treated me so that when I receive a Bill for $920.00 for three (3) in-hospital consultations by a Dr. Kardashian, I need to know who is trying to get paid for these services apparently rendered to me.  This has been a problem for me when, for example, I did not ask for the services rendered such as in the case of a psychiatric consultation sought by my condescending surgeon who couldn’t understand why I wouldn’t go along with the premise that he is God and therefore he couldn’t possibly be wrong about why I still couldn’t properly digest food so many days after his surgery.

I have also had situations where a mental specialist comes to “see me” every day I’m in the hospital just to “see how I am doing” all the while expecting to get paid by at least my health insurance company.  Sometimes it has been an honest misunderstanding and the psychiatrist had the purest of intentions.  But, more often than not, it appeared to be a scam once I recuperated and looked through the billing paperwork when the hospital bills started rolling in around 3 weeks after my Discharge.  In such instances, I am crystal clear with the psychiatrist in the hospital that I do not wish to retain his or her services and I denote in writing the date this conversation takes place.  It then becomes comical when the same doctor returns the next day offering to “discuss” why I don’t think I need his services and then weeks later I see psychiatric services “rendered” that 2nd day in the hospital on an invoice from the psychiatrist as if he treated me that day “to discuss why I feel I don’t require psychiatric care.”  Accordingly, I told Liz it would be nice to have a list of the “good, bad and the ugly.”  I also brought up to Liz how the Discharge process and even the entire hospital patient experience can be affected by disease-specific issues and it shouldn’t be.  For example, in some hospitals, Pediatric and Cancer patients get the white-glove treatment during the entire hospital patient experience whereas patients with Crohn’s Disease, Diabetes or Fibromyalgia are treated like the brother on “Keeping up with the Kardashians.”  What’s his name?

“Discharge” by any other name is still a Legal Term of Art

Liz also asked if “Discharge” should be called by another name to downplay its apparent troublesome meaning to-date or to brighten up the Discharge Process for patients who have good hospital patient experiences and positive medical outcomes. However, the attorney in me knows that some type of word or phrase is necessary to transfer medical liability away from the hospital when the patient leaves the hospital to properly apportion potential separation liability so phrases like “Recuperation Time” or “Going Home Time” are good ideas but not very practical because then lawyers wouldn’t know where to draw the line of culpability should the patient relapse or get worse after leaving the hospital.

The Conclusion:  Humanizing the Healthcare Experience

Like I said at the very beginning, in my humble opinion the Discharge Process from a hospital is a cluster-fuck.  While I sincerely appreciate the efforts of companies like Experia and people like Liz, I think the hospital patient experience could be more quickly modernized by focusing on basic human kindness and the logical opportunities for improvement which pop up throughout the hospital patient experience for medical professionals to treat patients the same way the medical professionals would want to be treated if they were patients.  That said, however, this is all finally beginning to make sense and I feel confident that companies like Experia and people like Liz are totally on the right track especially when their stated goal is: Humanizing the Healthcare Experience.

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Hospitals, Patients, Social Media & Prison

1988 to 2012 – SAME “Hospital Patient Experience

I was recently hospitalized in a wonderful medical facility in New York City for the same surgery I had there in 1988.  The medical technology and level of patient care had surely changed and improved since 1988 but the “experience” of being a “Hospital Patient” hadn’t changed at all but for an upgrade in Patient Room Televisions.  That myopic “patient-centric” way of thinking reminded me of what my parents told me when they were kind enough to “buy” me my first car in college which was a beat-up 10 year-old hand-me-down vehicle with 120,000 miles on it: “Son, with a new pair of front tires, this car will be as good as new!”

Hospital Patients are now Business Customers

The challenge for hospitals from a patient perspective or the task-at-hand with hospitals who claim they are “patient-centric” is that they need to start perceiving Patients as Customers because their motivation for patient-centric ideas should be repeat business, positive word-of-mouth and staving off competition.  Otherwise, whatever is done to improve the hospital patient experience will come across just like the BS speech I was given about my “new” hand-me-down car. Based on my experiences from having been hospitalized over 200 times at several different hospitals over the past 25 years, it is therefore my contention that the “Hospital Patient Experience” needs to be substantially modernized so that it is reasonably commensurate with the technological advancements made in the area of increasing the quality of Patient Care.

But, in Hospitals, optimizing the “Hospital Patient Experience” is not any one person’s job or responsibility so there’s no accountability and the touchstone for all healthcare executives remains the quality of patient care.   This is not a bad objective in a “healthcare vacuum” but now in a much more competitive climate the patient is a true customer and the most successful businesses treat their customers the way they would want to be treated.  Whenever I am hospitalized, this responsibility always falls on my Nurse but he or she is understandably way too busy with their medical responsibilities to make a dent in the quality of my experience.  As per a new Twitter friend of mine Tim C. Nicholson (@timbigfish) said during a recent “Health Care Social Media” [“hcsm”] TweetChat, Hospitals should evolve into hiring “Patient Experience Managers” or PEMs.  I responded by tweeting I’d faint if I ever encountered such a PEM specialist in a hospital during my lifetime; but it would be a superb development.

How Hospitals can feel like Prisons

Unfortunately, my 2012 surgery, through no one’s fault, had many ups and downs so I was incarcerated “doin’ time” for 16 days and 17 nights.  Seriously, it literally felt like I was living in a prison not knowing when I’d get out or what I was to do there except watch repeats of “Law & Order” on the patient room’s upgraded television.  All the while, my doctors, nurses and various medical professionals diligently worked on me utilizing the latest technological tools and techniques.  However, after they were done, I still had approximately 22 hours each day to myself.  My doctors recommended that I walk around the hospital floor to ease the surgical pain and to “get things moving” inside of me.  Ever the obedient patent, I walked for what seemed like miles from one hospital Unit Floor to the next wheeling around my IV Pole which had various machines attached to it for the purposes of infusing different medications into me.  But without visitors on a given day, all I did was listen to my iPod and walk around the different areas of the hospital. With 22 hours of this type of free patient time, there has to be opportunities to enhance both the “patient experience” and the hospital’s patient-centric efforts.

After walking for the length of three (3) or four (4) 30-minute Podcasts, this left 20 hours of time to kill and this is when the “Hospital Patient Experience” feels most like being in Prison.  Call me crazy, but this seemingly close association with the ultimate penalty in our Penal System, can’t be good for the marketing of hospitals or for healthcare marketing in general.  In any event, and not that I know personally, but I’ve been told that in prison, where people are simply “doing time,” the incarcerated criminals use those 20 hours to exercise in the yard, socialize with other prisoners, congregate to watch movies, develop “shivs” for protection or to use to kill other inmates, etc.  I wasn’t crazy about some of my hospital roommates but my displeasure never rose to the level of trying to mold the hospital’s plastic dinner utensils into some type of shiv.  Seriously, with no thinking whatsoever besides security, prisons often offer more patient-centric activities than hospitals.  Is it just me, or is that beyond bizarre?

The Necessary Changes that will improve the “Hospital Patient Experience”

Hospitals are always looking for ways to say they are “patient-centric” but that’s like a supposedly beautiful woman constantly telling people how beautiful she is.  I will know how beautiful she is with my own eyes and the more she proclaims her pulchritude (I have been waiting YEARS to get that word into a story!) the less I believe it.  The same is true with hospitals and patients.

First off, hospitals must start perceiving patients as customers and in the process plan for repeat business, word-of-mouth referred customers and competition from other hospitals and “doc in a box” clinics.

Secondly, as part of this new approach, the various medical professionals in the hospital must LISTEN to patients so long as they are succinct and respectful of that professional’s time.

Thirdly, hospitals should STOP focusing on the phrase “patient-centric” as part of their marketing campaign or as a way of describing a particular hospital because it comes across like a Dunkin’ Donuts Store proclaiming they are “Donut-Centric.”  It’s a given, so hospitals must focus on what else sets them apart from other medical institutions.

Lastly, the most obvious change needed is for hospitals to modernize the “Hospital Patient Experience” to the point where it is commensurate with the cutting-edge medical care provided to its patients because of constant upgrades in technology and research.

Social Media is the most efficient Tool to improve the “Hospital Patient Experience”

The advent and proliferation of Social Media seems tailor-fit to help hospitals ease into the necessary transformation from Patient to Customer.  I just worry when hospital executives or so-called social media experts or consultants start touting “ROI” or “Return on Investment” as a consideration in the implementation of a Social Media strategy to help enhance the “Hospital Patient Experience” when posting Videos on a YouTube channel is free and utilizing a Facebook, Twitter, Google+ or Tumblr account is also free.  Yes, there is a cost for the people devising and managing these social media campaigns but it is negligible given the transformative powers these social media platforms possess.

In my humble opinion, the use, objective and importance of Social Media is different in a Hospital than it is in a typical Medical Professional office setting because being hospitalized for even a few days requires Lodging, Food, Socializing and the possibly of being ostracized from the outside world.   Therefore, I think practicing physicians in office settings need not be concerned with creating social media content for their practices or alternatively creating opportunities for their patients to communicate with them via different social media platforms.  Perhaps I am old-fashioned, but I just want my doctors to be as educated as possible on the newest treatments and then to provide them to me in a manner that is professional and pleasant.  My expectations for hospitals, however, are much different as I have explained above.

Formation of a Hospital YouTube Channel as an Example of a Social Media Tool

YouTube is becoming increasingly important because our society’s attention-span is getting shorter and shorter such that the passive communication medium of Video is preferred over reading by most people.  For the same reasons people want to get their news by watching CNN or “The Daily Show with Jon Stewart,” patients and their families would likely respond to video hospital communications. Moreover, placing videos on YouTube and organizing them by channel is FREE so, besides the costs of filming and personnel, YouTube offers hospitals an inexpensive marketing tool and simply by creating a Hospital YouTube Channel the hospital will be associated with a “cool factor” for participating in what has become the world’s virtual “common meeting area.”  Patients will also relate to the cutting-edge effort made by the hospital to try and make their patients feel more at home.  Accordingly, at a quick glance, creating a Hospital YouTube Channel has many advantages.

Content of a Hospital YouTube Channel

In terms of the particular content to place on a Hospital YouTube Channel, I defer to the creativity of each hospital but as a start I think it should include short “organic” or natural videos from the various medical professionals throughout the hospital so patients know who does what within the hospital environment.  In the process, patients will become more comfortable in that hospital environment.  This is significant since many chronic patients may be hospitalized for weeks or months and this type of familiarity with the hospital environment could help stave off the depression which understandably accompanies long hospital stays.  I think the hospital videos made by the Medical Professionals must also be made from their personal perspectives emphasizing their job responsibilities in a humanistic manner as if to seek a human connection with the patient.  The same way “Patients are People,” so are Medical Professionals.  These types of short videos should include contributions from a Resident, Intern, Chief Resident, Attending Physician, Covering Physician, Hospitalist, Floor Nurse, Charge Nurse, Patient Care Associate, Nurse Practitioner, Physician’s Assistants, etc.  Additionally, perhaps an executive from the hospital could explain what happens on holidays and weekends in terms of medical coverage since those are times which experienced patients have come to dread.  The practice of Pain Management should also be explained from the perspective of its availability, how a patient can initiate it and how these hospital physicians might interact with a patient’s Private Pain Management Physician.   Naturally, Emergency Hospital Evacuation Plans should also be explained.

These Hospital YouTube Channels should also include Patient Testimonials during which patients can contribute their thoughts regarding their hospital experiences, their hospital roommates, what they miss most about being hospitalized, what they can’t wait to do when they get out of the hospital, etc.  Patients should be approached by hospital executives with Flip Cameras when they are utilizing the 22 hours I mentioned above, i.e., while they are walking round the Unit Floor as part of their post-operative recuperation.   Patients should also have access in their room to a simpler way of notifying hospital executives that they would like to contribute a Testimonial to the Hospital’s YouTube Channel.  Patients should never be promised that their contributions will be aired because there will always be an editing process and while the hospital should most definitely post unflattering videos if they are well-reasoned and seemingly a patient’s true and intelligently articulated opinion, the hospital cannot guarantee that all patient content will be aired due to reasonable standards of taste and style.

The goal of all YouTube channel videos, however, should be to humanize the “Hospital Patient Experience.”  By doing that, I can then make the argument that these YouTube efforts towards modernizing the “Hospital Patient Experience” are now commensurate with the perpetual positive contribution of technology and research to improved patient care.

Bringing the Hospital’s YouTube Channel into the Patient Room

During a recent “Health Care Social Media” TweetChat a thoughtful participant asked me about how this YouTube idea could be utilized by an 85 year old Patient?  I thought: “good question with an easy answer.”  After all, hospitals need to update those looped 1950s-styled videos presently on the televisions in patient rooms.  Let’s face it, we no longer need to see how Mr. Main Street Doctor performs a colonoscopy or what open heart surgery looks like – especially when the videos look like they came directly out of the TV Show “Mash” as if they were filmed sometime around the Korean War!  Accordingly, Hospital YouTube Channels should be piped into EVERY patient room and even looped on a channel just like the aforementioned brutally boring shows so that 85 year-old patients will be entertained, engaged and informed.

Conclusion

The power of Video and modern technology is at a stage where it can make a meaningful difference in the “Hospital Patient Experience” and for the most part, it is FREE.  “ROI” analysis needs to be replaced, at least at this infancy stage of Social Media, with applications of Logic and Humanity.  Finally, hospitals who don’t take advantage of this relatively easy opportunity to balance the quality of the “Hospital Patient Experience” with the expensive research and technology-driven increased quality of Patient Care have no business calling themselves “Patient-Centric” when the term “Prison” is more apropos.