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Delivering Personalized Patient Communication Create a balance between in-person and electronic interactions BY ROBERT KURTZ


T


hanks to technological advances, ASCs can now choose from


multiple ways to communicate with patients. As reliance on technology grows, so does the risk of weakening a quality that has helped distinguish surgery centers, says Pauline Wilson, associate vice president of patient relationship solutions and revenue management for Amsurg in Nash- ville, Tennessee. “We regularly see patients high- lighting on surveys how much they appreciate the personalized attention they receive from our ASCs,” Wilson says. “Patients value that we deliver what feels like a small business expe- rience. While technology can help us, we must be careful not to allow it to harm what makes us special.” Janie Kinsey, RN, CASC, ASCA Board member and administrator of the Surgicenter of Kansas City in Kan- sas City, Missouri, shares the same concern. The ASC leverages a vari- ety of methods to communicate with patients, including phone calls, portal software and email. The COVID-19 pandemic pushed the center to further embrace technology, transitioning from in-person to telephone postop- erative conversations. “We have seen the value of hav- ing multiple ways to communicate outside traditional face-to-face vis- its,” Kinsey says, “but these tech- nological ways of communicating sometimes disable us from ascer- taining the understanding of our communication. In person, we can see nonverbal cues that indicate something needs further explanation or caused alarm. It can be difficult to extend a warm smile over the phone or email.”


Such a shortcoming requires ASCs to balance their use of technology and


26 ASC FOCUS AUGUST 2020| ascfocus.org


How to achieve such a balance varies by market and patient. Everyone needs some human touch but they do not need the same amount.”


—Pauline Wilson, Amsurg


human interactions. “How to achieve such a balance varies by market and patient,” Wilson says. “Everyone needs some human touch but they do not need the same amount.” Amsurg ASCs give patients the opportunity to choose how they want to use communication


technolo-


gies. Certain patients opt to receive information primarily via electronic platforms, others want verbal com- munications only. Some choose a combination.


“Putting patients in charge of


how they want to communicate with us is an essential aspect of person- alizing their care,” Wilson says. “While it may cost more money and take longer to communicate with patients who prefer verbal interac-


tions, we must make sure every indi- vidual feels we are working to meet their needs.” Surgicenter of Kansas City makes it a priority to establish a personal connection with patients early in the surgical process. Whenever possible, first contact is made over the phone. “At that time, we try to give them a heads-up regarding the ways in which they will receive communication,” Kinsey says. Kinsey recommends ASCs look for opportunities to personalize their electronic solutions. “Many of the text, email and video communication tools can be tailored to patients’ spe- cific surgeries and medical histories.” As ASCs lean more on technol-


ogy, Wilson says they should ensure patients can easily change commu- nication preferences. “If you pro- vide electronic information, include a phone number that patients can call to ask questions. Some patients ini- tially like the idea of communicat- ing electronically, but then find it fails to meet their needs. You do not want technology to become a source of frustration.” The COVID-19 pandemic has fur- ther demonstrated the desire people have for human interaction, Kinsey says. Her ASC is considering how to incorporate video conferencing to provide patient instructions. “Many ASCs built niches in their markets by creating a personal connection with and family-like atmosphere for patients. We strive for this because our patients’ comfort and safety are the top priorities. The side benefits are return business and a great reputation that drives future success.”


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