3.3. Examples of successful patient experience management: Shouldice Hospital

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来自 Yonsei University 的课程

International Hospitality & Healthcare Services Marketing

92 个评分

Yonsei University

International Hospitality & Healthcare Services Marketing

92 个评分

课程 4（共 6 门，Specialization 国际营销与跨行业增长）

As the fastest-growing sectors of the current global economy, both hospitality and healthcare services sector offer tremendous growth opportunities for incumbents and entrepreneurial opportunities for new entrants. To flourish on these opportunities, one must first understand each industry's unique characteristics. This course is designed to help those who are interested in career advancement opportunities in these industries or who want to be inspired by these industries to better equip themselves with enlightened and creative management capabilities. People who have successfully completed this course will be able to: (1) Identify the unique characteristics of service businesses and create successful management strategies to better manage the role of customers to gain desirable business outcomes, better market products than are intangible, and better manage customer expectations and perceptions. (2) Identify the unique characteristics of the hospitality industry, explain the process of balancing supply and demand in the hospitality industry, and implement optimal marketing and management strategies for this unique market. (3) Identify the unique characteristics of the healthcare industry, explain how this industry is evolving into the experience business, and better manage human interactions and facility to enhance the quality of customer experience. (4) Gain insights from the innovative approaches in the service industry overall, in hospitality and health industry in particular, and better develop innovative strategies in your industry.

从本节课中

How to successfully market a healthcare business?

The healthcare industry is fast growing and rapidly evolving at the same time. So is its marketing approach. In this module, learners will be introduced to the recently emerging healthcare marketing concept of "Patient Experience Management" and will a few cases of successful patient experience management. People who have successfully completed this module will (1) Explain the unique characteristics of the healthcare industry and how this industry is evolving into the experience business, (2) Develop capabilities to better manage human interactions and facility to enhance the quality of customer experience, and (3) Gain insights on service innovation from specific healthcare innovation cases.

3.1. Healthcare service industry & its unique marketing approaches4:41

3.2. Evolvement of healthcare management focus1:42

3.3. Examples of successful patient experience management: Shouldice Hospital4:52

3.4. Key elements of design in experience management: Interaction3:10

3.5. Examples of successful patient experience management: Kameda Medical Center2:44

3.6. Key elements of design in experience management: Facility2:09

3.7. Healthcare innovation3:07

3.8. Review: Healthcare service industry & its unique marketing approaches1:13

3.9. Expert Interview with Severance Hospital14:00

与讲师见面

Sunmee Choi
Professor of Service Management
School of Business

One good example of successful experience patient design and

management is Shouldice Hospital.

It is located in Canada, and specializes only in abdominal hernia repair.

It was established a long time ago in the 1940s.

It remains as a small size hospital with only 89 beds.

Shouldice is a hospital that is very unlike a typical hospital in several ways.

Shouldice lacks things that are typically considered desirable at a good hospital.

Shouldice is unlike a typical hospital from the perspective of what

stimulates each of the following each of the five human senses during the process

of healthcare.

In other words, it is unlike a typical hospital in what you see,

what you smell, what you hear, what you eat, and

what you touch, while you are cared in the hospital.

First, hat you see as you approach the hospital is

this mansion like building in the forest,

surrounded by beautiful gardens which tempt the viewers to come and enjoy them.

As you enter the building, you feel a little strange.

The smell you expect in a hospital is missing.

You do not smell the disinfectant and chilled ice.

As you walk around the facility you hear lots of pleasant conversations among

patients or between patients, doctors, nurses and support staff.

The food you are served is not the typical hospital food for patients.

It is the same food as the staff, which is prepared in the same kitchen.

As you walk around in the facility the feeling in your footsteps

is different from other hospitals.

The hospital floor is carpeted.

It is soft and cozy.

As a result, while you are hospitalized, you feel that you are on a holiday.

Hernia holiday at the Shouldice resort.

Further, Shouldice does not offer several things

that patients would expect in an upscale hospital.

Shouldice does not offer a single occupancy room.

All patients rooms are supplied with two beds.

You might wonder why.

This is to address the emotional needs of the patients.

When someone, let alone a patient,

is left alone in a room, how will that person feel?

Lonely, bored, missing home?

Very likely.

Therefore Shouldice couples a patient with another

patient who has a similar job, backgrounds, and interests.

This is to encourage socialization between them, so that their stay in the patient

room or in the hospital can be more enjoyable and helpful to each other.

Shouldice does not place a TV set in the patient room.

If a patient wants to watch TV, he or she has to take a walk

on patient friendly hallways and steps to an open lounge,

where other patients and hospital staff welcome him or her for socialization.

There are a few other things that Shouldice lacks.

All this is to make a patient's hospital stay as much fun as possible.

They call this hernia fun at Shouldice.

After having all this fun, patients feel even sad to leave Shouldice.

They miss those other patients

they made friends with during their stay at Shouldice.

That is why patients have an annual alumni gathering.

Can you imagine?

To a surprise, thousands of actual Shouldice patients attend this gathering.

I hope this story helps you realize the importance of managing patients

interactions with others, particularly with other patients.

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