While the importance of cultivating healthy physician-patient relationships cannot be underestimated, there is an equally important aspect of office practice that must also be developed — the staff-patient relationship. Office staff are on the front lines of the physician practice, and they usually interact with patients more than physicians themselves.

Some of the most common complaints from patients stem from a lack of consideration from office staff. Helping to keep patients happy requires a simple commitment to customer service.

Telephone
The patient’s first impression of the physician office is made when he or she calls for an appointment. The last thing most patients want to hear when they call to set up a visit (especially since they are probably somewhat anxious already) is an automated phone system. If an automated system is absolutely necessary, it should be evaluated for clarity and ease of use.

By the same token, no one wants to hear a live voice and then languish on hold. Practices with unusually heavy call volumes should consider employing more than one receptionist and should always provide training to help ensure that phones are answered in an efficient and competent manner. Since putting patients on hold is sometimes unavoidable, consider using onhold recordings that give patients useful health and exercise tips and/or news headlines to listen to while they wait.

Of course, only staff trained to answer the phones should do so. Phone training should thoroughly cover etiquette, as well as the types of calls that must be transferred immediately to the physician or physician assistant. Keep a list of emergency numbers at hand, and ensure that staff understand and obey office policy regarding callbacks, prescription refills, etc.

After-hours calls are just as important. Periodically evaluate your answering service for courteousness, efficiency, accuracy and proper record keeping.

Besides handling all incoming calls properly, placing calls to patients may also help improve satisfaction. A reminder call regarding an upcoming appointment demonstrates the practice’s commitment to the patient, will likely cut down on no-shows and should increase overall compliance.

Office Visits
The second interaction with office staff generally occurs the minute the patient walks through the door. Each patient should be greeted immediately with a hello and a smile.

Dissatisfaction looms when patients feel they are being ignored or disrespected. Having patients sign in, then closing the reception window sets an impersonal, uncaring tone.

Since patients are often in pain or afraid when they arrive at the office, staff should treat them with patience and compassion. Further, staff should be available and approachable to discuss patients’ questions and concerns, while being careful to not reveal confidential information within earshot of other patients.

If the reception room is chronically overcrowded, it is likely filled with dissatisfied patients. Two of the most frequent complaints from patients are how long they have to wait to see a physician, and how little time they receive once they actually see him or her.

To help prevent such complaints, do not overbook. Besides leaving adequate breathing room in the book, there are other ways staff can work with physicians to help keep them on schedule.

If, for instance, a physician usually arrives late for work, staff should schedule new patients first. New patients need time to complete paperwork and probably won’t be as upset or even notice if the doctor is running late.

When unavoidable delays occur during the day, office staff should inform patients as soon as possible. Periodic updates can help allay feelings of anger and frustration. If the patient decides to wait instead of rescheduling, the physician should acknowledge the delay when he or she sees the patient.

To make a reception area inviting, display current magazines that reflect the patient demographics, and perhaps offer coffee, tea and water.

After the patient has seen the doctor, staff is responsible for the sometimes sticky issue of collecting payment. The appropriate staff members should be trained to handle all manner of insurance coverage and copayment issues, and to effectively explain everything to the patient. This will help prevent misunderstandings from turning into dissatisfaction with the doctor.

Teamwork
To maintain patient satisfaction, it is important that the staff work well together. If staff are unsure of their responsibilities and either overstep or fail to meet them, negative impacts such as stress or miscommunication may result and ripple throughout the patient population.

A good way to help ensure efficient teamwork is to establish and stick to detailed job descriptions. Clear and comprehensive blueprints regarding responsibilities keep each staff member confident in his or her role, which ultimately benefits the patients. Staff members may even be encouraged to write or rewrite their own job descriptions, although physicians should then review them for fine-tuning.

Conclusion
Of course, it’s impossible to please everybody all of the time, and certainly some patients’ expectations are unrealistic. The goal is a competent staff that works well with patients within office guidelines in order to minimize patient dissatisfaction wherever and whenever possible.