Clueing in Customers

Leonard L Berry Neeli Bendapudi

Submitted By:Group- 7
Anshul Kumar Ashutosh Vikram Arnab Guha Mallik Mahesh Koppad Ankita Singh Jayantwin Katia

Evidence Management (in services)

Evidence Management: An organized, explicit approach to presenting customers with coherent, honest evidence of ones abilities Mayo tells a consistent and a compelling story about its services to the customers It offers its patients and their families concrete and convincing evidence of its strength and values It is a lot like advertising but it turns a company into a living, breathing advertisement for itself

Why Evidence Management is important for healthcare services ?

For a hospitals customer (patient), it is difficult for him to judge the quality of product on the basis of direct evidence One cant try it on, one cant return it if not liked and one needs an advanced degree to understand it

Mayo Clinic: Patients First

Mayo Clinic Service Model

Patient Care
Collegial, Cooperative, staff teamwork with multispecialty integration. A team of specialists is available and appropriately used An unhurried examination with time to listen to the patient A physician takes personal responsibility for directing patient care Highest quality patient care provided with compassion and trust Respect for patient and his family

The Mayo Clinic Environment

Highest quality staff; mentored in the culture of Mayo and valued for their contribution Valued professional allied health staff with a strong work ethic, special expertise, and devotion to Mayo

Clues in people
Patients believe that their care is being organized by Mayo around their needs rather than doctors schedules, the hospitals processes, or any other factors related to Mayos internal operations Employees communicate a strong, consistent message to the patients

The best interest of the patient is the only interest to be considered -William Mayo
The employees who get selected are indeed the people who are drawn to Mayo in the first place- are those who take pride in having the freedom to put patients first Annual turnover as a result among hospital nurses is only 4% Once hired employees go through an orientation process specifically designed to reinforce the patients first mentality Events celebrating exceptional services on behalf of the patients further reinforce employees commitments An annual heritage week is hosted to celebrate history and values karis award for one of the employees

CLUES IN COLLABORATION
The Mayo Clinic is perceived as a team of experts focused on patients needs Patients also perceive it as an integrated, coordinated response to their medical conditions

Mayo Clinic assembles the expertise and resources needed to solve the patients problem.

Unlike other doctors, Mayo doctors freely admit to their patients if they cant answer a question and need to bring someone else onto a team Mayo the last resort, so the physicians there regularly so physicians see patients with graver problems and complexities

The doctors coordinate and work together to solve the patients problem rather than passing it from one doctor to another

More expectation and greater pressure to make the right diagnoses and treatments

ORGANIZATION INCENTIVES
All physicians are salaried, so they dont lose income by referring patients to colleagues the organization explicitly shuns the star system, downplaying individual accomplishments in favor of organizational achievements. By not having economics tied to cases, doctors are more willing to help one another

USE OF TECHNOLOGY
Presence of face-to -face and remote collaboration using a sophisticated internal paging, telephone, and videoconferencing system that connects people quickly Remote teamwork through voice or virtual interaction EMR improves the clinics ability to present a seamless, collaborative organization The EMR provides an up to date narrative of the patients symptoms, diagnoses, test results, treatment plans, procedures, and other related data EMR important for maintaining patient medications to avoid allergic reactions or dangerous drug interactions

CLUES IN TANGIBLES
The visual clues about an institutions core values and the quality of care are particularly difficult to separate from the actual service The physical environment is also connected to medical outcomes Medical institutions are making an effort to create open, welcoming spaces with soft, natural light

Mayo Clinic pays strict attention to how every detail affects the patients experience
Mayo facilities have been designed to 1. relieve stress 2. offer a place of refuge 3. convey caring and respect 4. symbolize competence 5. minimize the impression of crowding and facilitate way-finding, and 6. accommodate families

A well-designed physical environment has a positive impact on employees as well, reducing physical and emotional stress as visible employee stress sends negative signals

Facilities Clue within the hospital

members write the names of attending doctors and nurses on a white board in every patients room which helps stressed-out patients and families keep track of multiple caregivers serves as a visible clue that theres a real person they can talk with Showers, microwave ovens, chairs that convert to beds are available for family members Mayo Clinic buildings include quiet, darkened private areas where patients can rest between appointments. Public spaces are purposely made softer with natural light, color, artwork, piano music In examination rooms, the physicians desk is adjacent to a sofa large enough for the patient and family members removes the desk as a barrier between doctors and patients

Patients dont encounter doctors in casual attire or white coats. Instead more than 2,800 staff physicians wear business attire, unless they are in surgical scrubs, to convey professionalism and expertise

THANK YOU