Transpire vs. inspire
As a two-time cancer survivor, waiting has taken on a whole new meaning for me. During a few several-hour waits, I began to think about how the time could be used more effectively. It could be more calming. It could be more inspiring. It could be an opportunity to create a healing experience for me and the other patients.
Waiting could be seen as a sacred time to take stock of negative behaviors and attitudes, and perhaps start developing healthy new ones. Numerous studies show that frame of mind is extremely important in healing. Just like busy hands are happy hands, a mind positively distracted keeps out all the junk that seeps in when people are about to face a health crisis, a test or even just a high number on the scale. Unfortunately, waiting and exam rooms do just the opposite. They actually increase anxiety.
Turn waiting into a competitive advantage
A recent online survey conducted by kd3 worx (n=200) found that 41 percent of respondents said their waiting experiences were bad; 33 percent were neutral. Only 26 percent could be classified as positive or providing a “wow” experience. Patients described their waiting experiences as “frustrating and anger filled,” “horrible” and “anxiety-ridden.” Even patients who waited 10 minutes or less said the experience was “blah,” “boring,” “okay” and “tolerable.” These are not exactly ringing endorsements. Wouldn’t you prefer that your patients say things like, “educational,” “invigorating” and “healing?” Wouldn’t that be an advantage for your practice or facility?
Research indicates that the average wait is 24 minutes, and more than 50 percent of patients spend from less than nine minutes and up to 16 minutes speaking with their physician. Creating a positive distraction and a healing environment in both the waiting room and the exam room uses 100 percent of your patient time to improve their engagement, relieve their stress (and your staff’s) and increases compliance, and in turn healing. This also creates a positive patient experience.
How long do your patients wait? 70 percent of respondents said they would change healthcare providers if their wait is too long. Can you afford to lose patients?
Don’t wait
Overwhelmingly, when asked what makes a great waiting experience respondents said, “Short.” But the more important aspect is perceived waiting time. It is impossible to be frustrated, full of anxiety or angry when you are enjoying yourself.
This is good news. You can spend less time looking at your process (although process improvements are important) and more time finding ways to positively use the waiting time. The opportunities to provide positive distractions are directly proportional to your creativity, not your pocketbook.
What is a positive distraction? It’s “an environmental feature that elicits positive feelings and holds attention without taxing or stressing the individual,” according to Robert S. Ulrich et. al in a 1991 article in the Journal of Environmental Psychology.
Brainstorm around the five senses: touch, sound, smell, hearing and sight. How about purchasing a Keurig coffee maker? How does it smell in your office? Lavender is very soothing, as is the scent of vanilla. What is on the TV? Humor is healing, Jerry Springer isn’t. What about a DVD of the old Carol Burnett variety show, or I Love Lucy? Is there music? A great deal of research has been done on the healing aspects of music. Find some online. What about the art on your walls? Pictures of nature have positive impact on blood pressure. What occupies people while they wait in the exam room? What about educational materials? These are just a few ideas.
So what are you waiting for? A great way to address the issue is engage your staff and your patients. Ask yourself: What would make my waiting experience amazing? Ask your patients. Then just do it. Make their visits worth the wait.
Karen D. DeCuir-DiNicola, or Karen D3 to those who know her, is the founder of kd3worx, llc, a consulting company specializing in improving patient experience in hospitals and doctors offices. Her background as chief diversity strategist and management consultant at a Fortune 500 manufacturing company provided numerous skills in designing, developing, implementing and maintaining organization wide change initiatives. Her advanced degree in psychology and personal experience with cancer have been key in developing an innovative product to inspire hospitals to improve their patients HCAHPS (Hospital Consumer Assessment of Healthcare Providers and Systems) scores and the time patients spend waiting between appointments for treatments, procedures or surgery.
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