– My experience at Focos Orthopaedic Hospital
“The physician treats with words; within the physician-patient social system, the patient is moved by fears and other sentiments, and these are modified by the physician’s words and phrases. Physicians dispense not only medicines but words that influence medicines or, all by themselves, that affect the patient more than the medicine.” ― Dr. Morgan Martin
Dear readers, my risk binoculars has recently turned its attention to health service delivery. Over the years, my focus has mostly been on customer experience in the financial service delivery and a few others.
What is the Difference Between Customer Service and Customer Experience?
Customer experience and customer service are different, but both are important. Customer service is helping customers solve problems, showing them how to use products, and answering questions. The difference between customer service and customer experience is that while customer service is one-off service during the interaction with customers, Customer experience is the sum of the entire customer journey with the business.
In recent months, I have been seeking the service of a few health facilities in Accra and have had both negative and positive experiences. Let me start with the negatives:
- Booking an appointment in one facility was pure hell. The lady really needed training on telephone etiquette. Tone, pitch and language was unprofessional. It was in the afternoon and at a point I felt she hadn’t had her lunch! Booking an appointment to see the doctor seemed like a bother to her.
Since it was the only facility that offered that service in Accra, I called a few days later, and was informed that the doctor had travelled and I needed to come two weeks later! Why didn’t they call to inform me of the change of date? I guess a beggar has no choice, so I waited. Two days to the date, I called to check whether there were some instructions for me to follow before I go for the test, only to be told that my date was 10th June and not 3rd June! This time I lost my temper.
Fortunately the trail of WhatsApp conversations was on my daughter’s phone because she did the booking on my behalf. Eventually they apologized to me and confirmed the date given. Now, here is the catch. I had to come early that morning to come and register and pay, even though the doctor comes at 4pm! I told the lady that I live very far from the facility and couldn’t do that.
I was even ready to send the fee electronically to their account to secure a place. They couldn’t do that but asked me to come at 3.30 to come and pay. I was there in time and waited until the doctor arrived at 6.00pm. Customer service demands that customers should be kept informed if there are delays in delivering the service. We had to force the front desk lady to call the doctor! Why, she was afraid of the doctor. This is what monopoly can do in service delivery!!
- It seemed the staff were afraid of the Almighty Doctor. Seems they have not been made aware that without patients, they cannot get their salaries! Anyway, I finally got the procedure done and collected my report. I pray I will not return to that place again.
- In several public health facilities, there is so much pressure on the health personnel that you find them tired, overworked and unable to tolerate very sick patients who demand intensive care. No wonder they constantly go on strike for better conditions of service.
Now back to my story……
My experience at Focos Orthopaedic Hospital
A few months ago a friend referred me to Focos Orthopaedic Hospital. My first response was no, no! I’ve heard of the name, but also know they charge a lot. Many people know it is an expensive place to go to but I still needed to go there.
Even though the OPD was quite busy, the front desk was patient and had time for everyone. The other thing I noticed was a framed picture of a doctor who was described as the most friendliest in the year 2023! it is still hanging there two years down the line. Very interesting. This Doctor’s name is Dr. Yankey.
I thought we only find these things in banks and hospitality services. It was refreshing to find such a thing in a hospital and I said to myself. Oh I wish he would attend to me. Lo and behold, he was the one who attended to me.
He was very friendly and had patience for me as I gave him my history. I felt relaxed in his consultation, assisted by Dr Ghartey. After a series of tests, I was referred to another doctor, Dr Blankson. To understand the root cause of my problem, he also made me undergo several tests until the root cause was finally found, which required a minor surgery.
Teamwork and Risk Management
One thing my risk watch binoculars observed was the observance of teamwork in managing risk. Teamwork is essential for effective health service delivery, promoting better communication, shared decision-making, and improved patient satisfaction. It involves collaboration among all the various professionals, including doctors, nurses, pharmacists, laboratory technicians, who work together to provide comprehensive and coordinated care.
Strong teamwork can lead to increased patient satisfaction, reduced medical errors, and enhanced efficiency. In the case of risk management, I have observed that many health professionals ensure the first risk management tool is:
Know your Patient. Like we do in banking, every person you encounter, asks of your name and age. It is similar to the KNOW YOUR CUSTOMER policy that is enforced in banks. This ensures that patient information is not compromised. I observed this at every point of interaction – front desk, checking vitals, laboratory, pharmacy, paypoint, etc. This reinforcement in health delivery prevents wrong medication, surgery, which may end up in court. The staff also introduce themselves to patients immediately they meet. That’s why I definitely remember most of the staff I encountered. I remember George, the laboratory technician, who took my blood sample with ease and professionalism.
On the day of my surgery, I saw that there was a lot of risk mitigation that went on. The first thing that is done involves confirming my identity at all the points of interaction.. That is, my name, my age and phone. Even the consent form for my surgery had to be rechecked to ensure my witness and myself had signed.
Preparation Time:
Once again Dr Blankson took me through the consent form and ensured I was okay and understood the Terms & Conditions. He also gave me the chance to ask every question we needed and clarifications, given all these, were done in an informal way.
Doctor Blankson described the procedure in detail, using diagrams, the expectations, the duration and everything that he needed to let me know to reassure me to make me comfortable. Even at the preparation room, Emmanuel made me feel comfortable despite the painful injections he put my hand through.
At The Theatre: Fortunately the procedure was done under local anaesthesia, so I had a good chance to listen and observe teamwork at its best. Every person around me had a special duty to perform. This was done to perfection. The Doctor had a good rapport with the Team and everyone was responsible. Even before the surgery, Clement asked my name, age, and so on. That was when it was discovered that my age and gender was wrong. Oh no! This was quickly corrected.
The icing on the cake was when Abigail said a short prayer before the surgery started! This relaxed me for a while since I was previously nervous. Twumwaa, who sat close to me, also continued to assure me and monitored my vitals throughout. The thirty-five minute session, being my first surgical experience, was quite memorable. I even gave all the four personell a motherly hug. My thanks to the Team, led by Dr “Terminator” Blankson.
Eventually, the good customer experience I encountered compensated for their high charges.
Building Collaborative Teams
With increased patient satisfaction, patients are more likely to be satisfied when they feel that their care is being provided by a team of professionals who work together effectively.
In summary, delivering great customer service to give an excellent customer experience requires the following deliverables:
- Good Leadership in fostering a culture of teamwork and collaboration, ensuring that everyone is working together to achieve shared goals.
- Building Collaborative Teams
- Creating Psychological Safety for patients
- Building Relationships
- Constant Training and refresher
- Shared Decision-Making
- Building Trust and Respect
- Reduced Medical Errors
My final remarks
The hospital staff at FOCOS are not only professional but also very caring. The hospital itself is spotless and well-maintained. It gave me peace of mind knowing I was in a safe, clean environment.
Kudos to the Founder and President, Nana Prof. Oheneba Boachie-Adjei Woahene II and your Team.
ABOUT THE AUTHOR
Alberta Quarcoopome is a Fellow of the Institute of Bankers, and CEO of ALKAN Business Consult Ltd. She is the Author of Three books: “The 21st Century Bank Teller: A Strategic Partner” and “My Front Desk Experience: A Young Banker’s Story” and “The Modern Branch manager’s Companion”. She uses her experience and practical case studies, training young bankers in operational risk management, sales, customer service, banking operations and fraud.
CONTACT
Website www.alkanbiz.com
