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How Might Cardiology Programs Benefit From the Halo Effect?
The "halo effect" is a phenomenon in which a single characteristic or quality influences the entire perception of a person or, in this instance, a cardiology service line.
Suppose, for example, that a hospital is renowned for its expertise in cardiac care. Even if its performance in other areas, such as primary care, is mediocre, that hospital may be seen to have exceptional overall quality, which may drive patient preferences for care at that institution — whether or not it is actually the best for their requirements. This is the halo effect that results from how a particular hospital's quality is perceived by the community.
The perception of a healthcare provider's competence is another example of how the halo effect might present itself in healthcare. Suppose, for example, that a cardiologist is recognized as an expert in a particular field, such as atrial fibrillation ablations, chronic total occlusions or transcatheter aortic valve replacements. In such a situation, this practitioner may also be seen as highly proficient in other areas of medicine, even if that is not necessarily accurate. Again, the halo effect may lead patients to seek care from this practitioner even if they would benefit more from visiting a specialist in their specific area of sickness.
The halo effect can also be seen around healthcare organizations. For example, high-performing or highly visible healthcare facilities may produce a halo effect that increases revenue through attracting additional patient volume. This has the potential to result in a self-reinforcing cycle of success where the halo effect attracts more resources, and these resources lead to even higher levels of institutional performance.
How Can We Assess the Effectiveness of the Halo Effect?
The halo effect can significantly influence patient's perceptions of different hospitals and healthcare practitioners, and because of this, prospective patients may seek care in a hospital based on these perceptions. Measuring the halo effect may be challenging, since it often relies on subjective opinions and preconceived notions, rather than objective evidence. However, a few methods exist for measuring the halo effect in the healthcare sector.
Patient perception of a hospital or healthcare professional can be collected through questionnaires and surveys. These surveys may query overall satisfaction, confidence in the physician or institution, and opinions about specific service areas. It is possible to identify the presence or absence of a halo effect by comparing answers to these questions.
Collecting objective data on the performance of a hospital or healthcare practitioner is another option. This might include hospital readmission rates, infection rates, and patient outcomes. Comparing these numbers to patient and family impressions can make it possible to assess if there is a gap between the hospital's or provider's objective, and perceived performance by the community at large.
Client outcomes, such as patient-reported experience of care, patient-reported outcome measures, and patient-reported experience of care, may be considered essential criteria for quantifying a halo effect; these data can show patient viewpoints and degrees of satisfaction. It is important to note that no single technique can thoroughly account for or allow for an understanding of the halo effect; many approaches must be evaluated to determine its impact.
What are the Possible Financial Rewards?
The halo effect might have significant economic effects on the healthcare facility. For example, patient volume and revenue may increase when a hospital or healthcare practitioner has a positive reputation or is regarded as very successful in a particular area. As a result, individuals may be more motivated to choose that hospital or physician, even though other options may be better suited to their needs, leading to increased use of resources and perhaps higher patient expenditures.
In a cycle of success that reinforces itself, healthcare organizations with a highly positive image may receive financial support from investors, donors, and the government. This has the added benefit of leading to the renegotiation of billable services with insurance companies, particularly if a hospital or healthcare provider has an excellent reputation or is regarded as doing well in a specific area. An example may be a hospital or provider with a reputation for providing high-quality care. As a result, insurance companies may be more willing to offer higher reimbursement rates for the hospital's or provider's services.
On the other hand, healthcare facilities with a poor reputation may have trouble recruiting patients and securing funding, resulting in financial challenges and compromising the quality of care they can provide.
In healthcare, a halo effect can also result in a lack of accountability and transparency. When patients and payers make decisions based on subjective perceptions rather than factual data, it may be challenging to identify and address areas of poor performance.
The halo effect can considerably affect the healthcare facility, including resource allocation, quality of treatments, and the financial sustainability of healthcare for an organization. Therefore, hospitals and providers must be truthful and accurate about their performance. Likewise, patients and payers must make decisions based on objective facts and data to ensure that resources are used effectively, and that patients receive the best possible treatment.
Developing the Halo Effect for Your Cardiology Program
Focus on developing a solid foundation of high-quality services in cardiology, as this is essential for healthcare organizations seeking to enhance their reputation.
It is imperative to build a team of highly qualified and seasoned cardiologists, and invest in cutting-edge technology and equipment to provide the highest quality services. The last thing an organization wants to do is transfer patients to another facility due to a lack of necessary equipment or resources.
To provide comprehensive patient care, it is also recommended that facilities establish strong links with other healthcare practitioners and organizations. For example, if your organization has links to urgent care clinics or referring hospitals, it is crucial to maintain an unobstructed pipeline to ensure service-line continuity and prevent the loss of referrals and the revenue they generate. Utilizing a “one call” transfer policy provides a headache-free experience for the sending facility, which will encourage future inter-facility transfers or referrals.
Emphasis should be placed on the recognition and the positive impact of highly skilled cardiovascular technologists and nurses, who are an essential factor that should not be overlooked or underestimated. Staff members undoubtedly contribute to any program's overall success; consequently, efforts must be taken to retain and promote them within the organization.
Other opportunities include gathering and disclosing data on the outcomes and performance of the cardiology program to demonstrate the quality of care to patients, payers, and other stakeholders. In addition, specific registries collect and provide quality feedback.
Hospitals are encouraged to participate in marketing and communication campaigns to promote their cardiology program and raise awareness of the quality of care they provide. This may include developing a robust online presence, participating in community events, and cultivating connections with local media outlets. We cannot emphasize enough that programs should understand their target audience and change marketing strategies accordingly. Consider your hospital's website from the perspective of a patient seeking care. Is it easy to navigate? Are links appropriately labeled and easy to follow? If your target demographics include senior citizens, I suggest investigating websites like AARP, whose target audience is well-defined and well-honed secondary to years of website development trial and error.
In addition, organizations should emphasize patient engagement and satisfaction by providing educational tools, requesting patient feedback, incorporating it into program development, and fostering an environment of openness and communication.
Organizations seeking to develop their reputation using the halo effect should focus on providing high-quality care, collecting and reporting data, engaging in marketing and communication campaigns, and fostering a culture of transparency, communication, and patient engagement.
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