Whether or not you like the idea of having hired snoops in your office, “mystery shopping” your medical practice can open your eyes to what you may not otherwise see and lead to improved quality of care. In the Beginning, Resolution 11 (A-07) First, in 2007, with Resolution 11 (A-07), the Council on Ethical and Judicial Affairs was asked by the House of Delegates to study the ethics of using secret shopper “patients.” AMA’s CEJA Report 3-I-08 Supports use of Secret Shopper Patients In response, the American Medical Association’s Council on Ethical and Judicial Affairs (CEJA) presented CEJA Report 3-I-08 examining the use of secret shopper “patients” in practice performance improvement. Because secret shopper “patients” may be employed in a variety of situations, it is clear that some uses may be valuable for physicians and patients while others may violate professional ethics. This report examines the ethical dimensions of using secret shopper “patients” to evaluate physicians’ clinical performance in practice settings. The report, which supported the practice as a method for promoting quality improvement, offered an ethical analysis as well as implementation guidelines. Physicians have an ethical responsibility to engage in activities that contribute to continual improvements in patient care. One method for promoting such quality improvement is through the use of secret shopper “patients” who have been appropriately trained to provide feedback about physician performance in the clinical setting. Physicians Testify Against Medical Practice Mystery Shopping Then, later in 2008, 12 doctors testified before an AMA panel against medical practice mystery shopping. A member of the ethics panel presented the benefits of mystery shopping as a practice management tool. The physicians testifying before the panel disagreed. They called the practice “grossly unethical.” They also said “This goes against the grain of the doctor-patient relationship,” adding, “We should use real patients as sources of real information we need about quality of care.” The physicians also expressed concerns that information gathered by secret shoppers could be used to cut physician payments or used by trial lawyers in medical malpractice lawsuits.1 CEJA Issues Report 9-A-09 Withdrawing Report 3-I-08 In 2009 the CEJA published CEJA Report 9-A-09, which discusses the AMA’s position on the subject of using secret shopper patients. The report states the following: At the 2008 Interim Meeting of the AMA House of Delegates, the Council on Ethical and Judicial Affairs presented Report 3-I-08, “Secret Shopper Patients,” which addressed ethical issues in relation to the use of “secret shopper patients” pursuant to Resolution 11 (A-07), “Secret Shopper Patients are Unethical and Utilize Resources.” The report, originally presented at the 2008 Annual Meeting and revised in light of testimony heard at that time, proposed guidelines for ethically appropriate use of “secret shopper patients” under carefully limited conditions. In light of further testimony heard at the 2008 Interim Meeting the Council has decided to withdraw the report. Withdrawal of CEJA Report 3-I-08 does not mean that CEJA will not reconsider the topic in the future, only that no opinion will be issued at this time.2
The Debate — and Confusion — Continue
After all of the debate and discussion, it appears that the AMA’s position on practice mystery shopping is that they don’t have an opinion at this time. It looks the like the debate will continue.
Risks and Benefits of Information Gathering
Physicians who testified against mystery shopping expressed concerns that information gathered by secret shoppers could be used to cut physician payments or used by trial lawyers in medical malpractice lawsuits. They also brought up a point with which I agree: “We should use real patients as sources of real information we need about quality of care” — something that could be accomplished via patient quality-of-care surveys or customer service surveys. There are many ways to gather information to be used in the diagnosis of the practice’s office efficiency and customer service. While tools such as patient quality-of-care surveys or customer service surveys provide very valuable information that can be used to improve the overall patient experience, a survey is only one way to accomplish this and will not provide the practice with a complete “picture” of their practice’s performance. Mystery shopping is another way to help build upon the diagnostic results. The observations of a professional, trained medical practice mystery shopper provide similar yet much more detailed observations.
In Defense of Mystery Shopping
The first point I would like to make is that the information that follows regarding the use of mystery shoppers applies only to physicians who implement mystery shopping to gather information from their medical practice. Furthermore, I do not condone the use of mystery shoppers by third parties to “spy” on medical practices. The second point I would like to make is that the use of mystery shoppers is a way to “self-diagnose” your practice, with the goal of improving customer service and practice procedures. By improving your level of customer service, you will potentially decrease the chances of malpractice suits against your practice rather than increasing the chances. This is supported by a research study conducted by Mark Huycke, assistant professor of medicine at Oklahoma University Medical Center, and Larae Huycke, a registered nurse and owner of Med-Law Case Review, Inc. They report that 53% of the patients contacting a specific attorney’s office regarding malpractice reported an unsatisfactory relationship with their provider preceding the alleged malpractice.3
Dermatology Practice Differences
The healthcare industry has not been recognized as a leader in delivering high levels of customer service. However, the dermatology practice is slightly different than most other medical practices in this respect. Dermatologists, as a group, recognized the importance of delivering quality service more quickly than many other types of medical practices. Two reasons for this are the evolution of services offered and the change in the demographics of the patients that this created. One factor that comes to mind is the emergence and growth of aesthetic services within the dermatology practice. A benefit that aesthetic dermatology has brought to this field of medicine is that the patients tend to have higher expectations since they are typically paying cash for the services rendered. Many dermatologists with whom I have spoken didn’t necessarily interpret this experience positively at first. Some were a little disillusioned at that time. However, in retrospect, the bar was raised in the area of meeting patient expectations and the industry as a whole has benefited from the experience of making an effort to exceed patient expectations.
Customer Service Information Gathering Options
Maintaining a high level of customer service is increasingly important in the face of relentless competition and a difficult economic environment. The challenge for physicians is the fact that they spend the majority of the workday isolated with one patient at a time in one room at a time. This prevents them from observing everything else that is happening concurrently in the practice. Patient Satisfaction Surveys One widely accepted method for evaluating the rest of the practice regarding the quality of the total patient experience is to utilize patient satisfaction surveys. Some practices use them every day, some use them periodically to ‘spot check,’ and some practices are required to perform these surveys on all surgical patients in order to meet certification requirements. Mystery Shopping Program Another very beneficial method of gathering patient experience information is to incorporate a medical practice mystery shopping program into your standard operating procedures. Hotels, restaurants, and retail businesses have used mystery shoppers for a very long time because of the high level of competition for the customer in their very specific marketplaces. Mystery shopping hasn’t seemed as important in medicine until recently. One major reason was that the need wasn’t really appreciated until patients were lured away by practices that were early adopters of improving their level of quality.
Mystery Shopping Benefits
Sign of the Times Mystery Shopping has also become more important as new information outlets for customers or patients have increased in prevalence and availability. It is much easier today to provide your opinion on multiple social networks or Web sites. One example of this is Angie’s List. According to their Web site, its members submit 40,000 new reviews each month in multiple categories including dermatology. This type of information can be extraordinarily beneficial to practices that have earned the praise through their efforts and attention to customer service. On the flip side, it can be devastating if the patient’s expectations are not met and they decide to vent their frustrations. Quality of Information The value of medical practice mystery shopping lies in the information gathered. It enables physicians and the management team to measure and compare the true patient experience versus their expectations. When the mystery shopper has a positive experience, the current strategy is reinforced. When areas of opportunity for improvement are discovered, the medical practice can consider them and make the necessary changes in a timely manner. Business Improvement Strategy High quality customer service can be achieved when a mystery shopper becomes part of your business improvement strategy. Some practices utilize family and friends, while others bring in consultants and professional shoppers. There are many companies that specialize in mystery shopping and do a very good job of measuring and providing timely, accurate feedback. The key to success is to find a qualified shopper with experience in dermatology. Ideally, they will provide an anonymous, third-party assessment of the patient experience and report back with objective feedback.
How and Where to Start
The mystery shopping evaluation may take place in several different areas of your practice. The most obvious is for the shopper to make an actual appointment and visit your office anonymously. Two other important areas measured by the shopper’s experience are during an interaction via telephone calls to your office and by visiting your Web site. The patient experience evaluation should include objective observations from the shopper. The evaluation should provide you with snapshot of a very particular part of the day in your practice. Multiple evaluations at different times and days are also a good practice. This will assist understanding the big picture. The shopper should provide data on areas that can be objectively measured with the understanding that many of the areas are purely subjective in nature. The most challenging part of the process is starting. It can often be difficult hearing that the shopper’s perception is not in line with your expectations of customer service. Many practices make the decision not to bring in a mystery shopper simply because it is out of their comfort zone. The benefits of acquiring first-hand feedback and avoiding missed opportunities should help encourage practices to be proactive and take this important step towards the improvement of patient satisfaction. The success of the program relies upon how the physician and management respond to the information gathered. It is important to listen, respond, and then take appropriate action. Treat the information as a gift, and refrain from taking it personally or reacting punitively. When you use the information to make positive changes, you begin attaining the competitive advantage over your competition. Page S. Piland is the founder and president of Core Healthcare Consulting, Inc. He has more than 20 years of management and operations experience. He has been a featured speaker and has lectured on the subject of Healthcare Practice Management at multiple national medical society meetings. He can be contacted at PSPiland@CoreHC.com. Additional practice management information is available at www.CoreHC.com.
Whether or not you like the idea of having hired snoops in your office, “mystery shopping” your medical practice can open your eyes to what you may not otherwise see and lead to improved quality of care. In the Beginning, Resolution 11 (A-07) First, in 2007, with Resolution 11 (A-07), the Council on Ethical and Judicial Affairs was asked by the House of Delegates to study the ethics of using secret shopper “patients.” AMA’s CEJA Report 3-I-08 Supports use of Secret Shopper Patients In response, the American Medical Association’s Council on Ethical and Judicial Affairs (CEJA) presented CEJA Report 3-I-08 examining the use of secret shopper “patients” in practice performance improvement. Because secret shopper “patients” may be employed in a variety of situations, it is clear that some uses may be valuable for physicians and patients while others may violate professional ethics. This report examines the ethical dimensions of using secret shopper “patients” to evaluate physicians’ clinical performance in practice settings. The report, which supported the practice as a method for promoting quality improvement, offered an ethical analysis as well as implementation guidelines. Physicians have an ethical responsibility to engage in activities that contribute to continual improvements in patient care. One method for promoting such quality improvement is through the use of secret shopper “patients” who have been appropriately trained to provide feedback about physician performance in the clinical setting. Physicians Testify Against Medical Practice Mystery Shopping Then, later in 2008, 12 doctors testified before an AMA panel against medical practice mystery shopping. A member of the ethics panel presented the benefits of mystery shopping as a practice management tool. The physicians testifying before the panel disagreed. They called the practice “grossly unethical.” They also said “This goes against the grain of the doctor-patient relationship,” adding, “We should use real patients as sources of real information we need about quality of care.” The physicians also expressed concerns that information gathered by secret shoppers could be used to cut physician payments or used by trial lawyers in medical malpractice lawsuits.1 CEJA Issues Report 9-A-09 Withdrawing Report 3-I-08 In 2009 the CEJA published CEJA Report 9-A-09, which discusses the AMA’s position on the subject of using secret shopper patients. The report states the following: At the 2008 Interim Meeting of the AMA House of Delegates, the Council on Ethical and Judicial Affairs presented Report 3-I-08, “Secret Shopper Patients,” which addressed ethical issues in relation to the use of “secret shopper patients” pursuant to Resolution 11 (A-07), “Secret Shopper Patients are Unethical and Utilize Resources.” The report, originally presented at the 2008 Annual Meeting and revised in light of testimony heard at that time, proposed guidelines for ethically appropriate use of “secret shopper patients” under carefully limited conditions. In light of further testimony heard at the 2008 Interim Meeting the Council has decided to withdraw the report. Withdrawal of CEJA Report 3-I-08 does not mean that CEJA will not reconsider the topic in the future, only that no opinion will be issued at this time.2
The Debate — and Confusion — Continue
After all of the debate and discussion, it appears that the AMA’s position on practice mystery shopping is that they don’t have an opinion at this time. It looks the like the debate will continue.
Risks and Benefits of Information Gathering
Physicians who testified against mystery shopping expressed concerns that information gathered by secret shoppers could be used to cut physician payments or used by trial lawyers in medical malpractice lawsuits. They also brought up a point with which I agree: “We should use real patients as sources of real information we need about quality of care” — something that could be accomplished via patient quality-of-care surveys or customer service surveys. There are many ways to gather information to be used in the diagnosis of the practice’s office efficiency and customer service. While tools such as patient quality-of-care surveys or customer service surveys provide very valuable information that can be used to improve the overall patient experience, a survey is only one way to accomplish this and will not provide the practice with a complete “picture” of their practice’s performance. Mystery shopping is another way to help build upon the diagnostic results. The observations of a professional, trained medical practice mystery shopper provide similar yet much more detailed observations.
In Defense of Mystery Shopping
The first point I would like to make is that the information that follows regarding the use of mystery shoppers applies only to physicians who implement mystery shopping to gather information from their medical practice. Furthermore, I do not condone the use of mystery shoppers by third parties to “spy” on medical practices. The second point I would like to make is that the use of mystery shoppers is a way to “self-diagnose” your practice, with the goal of improving customer service and practice procedures. By improving your level of customer service, you will potentially decrease the chances of malpractice suits against your practice rather than increasing the chances. This is supported by a research study conducted by Mark Huycke, assistant professor of medicine at Oklahoma University Medical Center, and Larae Huycke, a registered nurse and owner of Med-Law Case Review, Inc. They report that 53% of the patients contacting a specific attorney’s office regarding malpractice reported an unsatisfactory relationship with their provider preceding the alleged malpractice.3
Dermatology Practice Differences
The healthcare industry has not been recognized as a leader in delivering high levels of customer service. However, the dermatology practice is slightly different than most other medical practices in this respect. Dermatologists, as a group, recognized the importance of delivering quality service more quickly than many other types of medical practices. Two reasons for this are the evolution of services offered and the change in the demographics of the patients that this created. One factor that comes to mind is the emergence and growth of aesthetic services within the dermatology practice. A benefit that aesthetic dermatology has brought to this field of medicine is that the patients tend to have higher expectations since they are typically paying cash for the services rendered. Many dermatologists with whom I have spoken didn’t necessarily interpret this experience positively at first. Some were a little disillusioned at that time. However, in retrospect, the bar was raised in the area of meeting patient expectations and the industry as a whole has benefited from the experience of making an effort to exceed patient expectations.
Customer Service Information Gathering Options
Maintaining a high level of customer service is increasingly important in the face of relentless competition and a difficult economic environment. The challenge for physicians is the fact that they spend the majority of the workday isolated with one patient at a time in one room at a time. This prevents them from observing everything else that is happening concurrently in the practice. Patient Satisfaction Surveys One widely accepted method for evaluating the rest of the practice regarding the quality of the total patient experience is to utilize patient satisfaction surveys. Some practices use them every day, some use them periodically to ‘spot check,’ and some practices are required to perform these surveys on all surgical patients in order to meet certification requirements. Mystery Shopping Program Another very beneficial method of gathering patient experience information is to incorporate a medical practice mystery shopping program into your standard operating procedures. Hotels, restaurants, and retail businesses have used mystery shoppers for a very long time because of the high level of competition for the customer in their very specific marketplaces. Mystery shopping hasn’t seemed as important in medicine until recently. One major reason was that the need wasn’t really appreciated until patients were lured away by practices that were early adopters of improving their level of quality.
Mystery Shopping Benefits
Sign of the Times Mystery Shopping has also become more important as new information outlets for customers or patients have increased in prevalence and availability. It is much easier today to provide your opinion on multiple social networks or Web sites. One example of this is Angie’s List. According to their Web site, its members submit 40,000 new reviews each month in multiple categories including dermatology. This type of information can be extraordinarily beneficial to practices that have earned the praise through their efforts and attention to customer service. On the flip side, it can be devastating if the patient’s expectations are not met and they decide to vent their frustrations. Quality of Information The value of medical practice mystery shopping lies in the information gathered. It enables physicians and the management team to measure and compare the true patient experience versus their expectations. When the mystery shopper has a positive experience, the current strategy is reinforced. When areas of opportunity for improvement are discovered, the medical practice can consider them and make the necessary changes in a timely manner. Business Improvement Strategy High quality customer service can be achieved when a mystery shopper becomes part of your business improvement strategy. Some practices utilize family and friends, while others bring in consultants and professional shoppers. There are many companies that specialize in mystery shopping and do a very good job of measuring and providing timely, accurate feedback. The key to success is to find a qualified shopper with experience in dermatology. Ideally, they will provide an anonymous, third-party assessment of the patient experience and report back with objective feedback.
How and Where to Start
The mystery shopping evaluation may take place in several different areas of your practice. The most obvious is for the shopper to make an actual appointment and visit your office anonymously. Two other important areas measured by the shopper’s experience are during an interaction via telephone calls to your office and by visiting your Web site. The patient experience evaluation should include objective observations from the shopper. The evaluation should provide you with snapshot of a very particular part of the day in your practice. Multiple evaluations at different times and days are also a good practice. This will assist understanding the big picture. The shopper should provide data on areas that can be objectively measured with the understanding that many of the areas are purely subjective in nature. The most challenging part of the process is starting. It can often be difficult hearing that the shopper’s perception is not in line with your expectations of customer service. Many practices make the decision not to bring in a mystery shopper simply because it is out of their comfort zone. The benefits of acquiring first-hand feedback and avoiding missed opportunities should help encourage practices to be proactive and take this important step towards the improvement of patient satisfaction. The success of the program relies upon how the physician and management respond to the information gathered. It is important to listen, respond, and then take appropriate action. Treat the information as a gift, and refrain from taking it personally or reacting punitively. When you use the information to make positive changes, you begin attaining the competitive advantage over your competition. Page S. Piland is the founder and president of Core Healthcare Consulting, Inc. He has more than 20 years of management and operations experience. He has been a featured speaker and has lectured on the subject of Healthcare Practice Management at multiple national medical society meetings. He can be contacted at PSPiland@CoreHC.com. Additional practice management information is available at www.CoreHC.com.
Whether or not you like the idea of having hired snoops in your office, “mystery shopping” your medical practice can open your eyes to what you may not otherwise see and lead to improved quality of care. In the Beginning, Resolution 11 (A-07) First, in 2007, with Resolution 11 (A-07), the Council on Ethical and Judicial Affairs was asked by the House of Delegates to study the ethics of using secret shopper “patients.” AMA’s CEJA Report 3-I-08 Supports use of Secret Shopper Patients In response, the American Medical Association’s Council on Ethical and Judicial Affairs (CEJA) presented CEJA Report 3-I-08 examining the use of secret shopper “patients” in practice performance improvement. Because secret shopper “patients” may be employed in a variety of situations, it is clear that some uses may be valuable for physicians and patients while others may violate professional ethics. This report examines the ethical dimensions of using secret shopper “patients” to evaluate physicians’ clinical performance in practice settings. The report, which supported the practice as a method for promoting quality improvement, offered an ethical analysis as well as implementation guidelines. Physicians have an ethical responsibility to engage in activities that contribute to continual improvements in patient care. One method for promoting such quality improvement is through the use of secret shopper “patients” who have been appropriately trained to provide feedback about physician performance in the clinical setting. Physicians Testify Against Medical Practice Mystery Shopping Then, later in 2008, 12 doctors testified before an AMA panel against medical practice mystery shopping. A member of the ethics panel presented the benefits of mystery shopping as a practice management tool. The physicians testifying before the panel disagreed. They called the practice “grossly unethical.” They also said “This goes against the grain of the doctor-patient relationship,” adding, “We should use real patients as sources of real information we need about quality of care.” The physicians also expressed concerns that information gathered by secret shoppers could be used to cut physician payments or used by trial lawyers in medical malpractice lawsuits.1 CEJA Issues Report 9-A-09 Withdrawing Report 3-I-08 In 2009 the CEJA published CEJA Report 9-A-09, which discusses the AMA’s position on the subject of using secret shopper patients. The report states the following: At the 2008 Interim Meeting of the AMA House of Delegates, the Council on Ethical and Judicial Affairs presented Report 3-I-08, “Secret Shopper Patients,” which addressed ethical issues in relation to the use of “secret shopper patients” pursuant to Resolution 11 (A-07), “Secret Shopper Patients are Unethical and Utilize Resources.” The report, originally presented at the 2008 Annual Meeting and revised in light of testimony heard at that time, proposed guidelines for ethically appropriate use of “secret shopper patients” under carefully limited conditions. In light of further testimony heard at the 2008 Interim Meeting the Council has decided to withdraw the report. Withdrawal of CEJA Report 3-I-08 does not mean that CEJA will not reconsider the topic in the future, only that no opinion will be issued at this time.2
The Debate — and Confusion — Continue
After all of the debate and discussion, it appears that the AMA’s position on practice mystery shopping is that they don’t have an opinion at this time. It looks the like the debate will continue.
Risks and Benefits of Information Gathering
Physicians who testified against mystery shopping expressed concerns that information gathered by secret shoppers could be used to cut physician payments or used by trial lawyers in medical malpractice lawsuits. They also brought up a point with which I agree: “We should use real patients as sources of real information we need about quality of care” — something that could be accomplished via patient quality-of-care surveys or customer service surveys. There are many ways to gather information to be used in the diagnosis of the practice’s office efficiency and customer service. While tools such as patient quality-of-care surveys or customer service surveys provide very valuable information that can be used to improve the overall patient experience, a survey is only one way to accomplish this and will not provide the practice with a complete “picture” of their practice’s performance. Mystery shopping is another way to help build upon the diagnostic results. The observations of a professional, trained medical practice mystery shopper provide similar yet much more detailed observations.
In Defense of Mystery Shopping
The first point I would like to make is that the information that follows regarding the use of mystery shoppers applies only to physicians who implement mystery shopping to gather information from their medical practice. Furthermore, I do not condone the use of mystery shoppers by third parties to “spy” on medical practices. The second point I would like to make is that the use of mystery shoppers is a way to “self-diagnose” your practice, with the goal of improving customer service and practice procedures. By improving your level of customer service, you will potentially decrease the chances of malpractice suits against your practice rather than increasing the chances. This is supported by a research study conducted by Mark Huycke, assistant professor of medicine at Oklahoma University Medical Center, and Larae Huycke, a registered nurse and owner of Med-Law Case Review, Inc. They report that 53% of the patients contacting a specific attorney’s office regarding malpractice reported an unsatisfactory relationship with their provider preceding the alleged malpractice.3
Dermatology Practice Differences
The healthcare industry has not been recognized as a leader in delivering high levels of customer service. However, the dermatology practice is slightly different than most other medical practices in this respect. Dermatologists, as a group, recognized the importance of delivering quality service more quickly than many other types of medical practices. Two reasons for this are the evolution of services offered and the change in the demographics of the patients that this created. One factor that comes to mind is the emergence and growth of aesthetic services within the dermatology practice. A benefit that aesthetic dermatology has brought to this field of medicine is that the patients tend to have higher expectations since they are typically paying cash for the services rendered. Many dermatologists with whom I have spoken didn’t necessarily interpret this experience positively at first. Some were a little disillusioned at that time. However, in retrospect, the bar was raised in the area of meeting patient expectations and the industry as a whole has benefited from the experience of making an effort to exceed patient expectations.
Customer Service Information Gathering Options
Maintaining a high level of customer service is increasingly important in the face of relentless competition and a difficult economic environment. The challenge for physicians is the fact that they spend the majority of the workday isolated with one patient at a time in one room at a time. This prevents them from observing everything else that is happening concurrently in the practice. Patient Satisfaction Surveys One widely accepted method for evaluating the rest of the practice regarding the quality of the total patient experience is to utilize patient satisfaction surveys. Some practices use them every day, some use them periodically to ‘spot check,’ and some practices are required to perform these surveys on all surgical patients in order to meet certification requirements. Mystery Shopping Program Another very beneficial method of gathering patient experience information is to incorporate a medical practice mystery shopping program into your standard operating procedures. Hotels, restaurants, and retail businesses have used mystery shoppers for a very long time because of the high level of competition for the customer in their very specific marketplaces. Mystery shopping hasn’t seemed as important in medicine until recently. One major reason was that the need wasn’t really appreciated until patients were lured away by practices that were early adopters of improving their level of quality.
Mystery Shopping Benefits
Sign of the Times Mystery Shopping has also become more important as new information outlets for customers or patients have increased in prevalence and availability. It is much easier today to provide your opinion on multiple social networks or Web sites. One example of this is Angie’s List. According to their Web site, its members submit 40,000 new reviews each month in multiple categories including dermatology. This type of information can be extraordinarily beneficial to practices that have earned the praise through their efforts and attention to customer service. On the flip side, it can be devastating if the patient’s expectations are not met and they decide to vent their frustrations. Quality of Information The value of medical practice mystery shopping lies in the information gathered. It enables physicians and the management team to measure and compare the true patient experience versus their expectations. When the mystery shopper has a positive experience, the current strategy is reinforced. When areas of opportunity for improvement are discovered, the medical practice can consider them and make the necessary changes in a timely manner. Business Improvement Strategy High quality customer service can be achieved when a mystery shopper becomes part of your business improvement strategy. Some practices utilize family and friends, while others bring in consultants and professional shoppers. There are many companies that specialize in mystery shopping and do a very good job of measuring and providing timely, accurate feedback. The key to success is to find a qualified shopper with experience in dermatology. Ideally, they will provide an anonymous, third-party assessment of the patient experience and report back with objective feedback.
How and Where to Start
The mystery shopping evaluation may take place in several different areas of your practice. The most obvious is for the shopper to make an actual appointment and visit your office anonymously. Two other important areas measured by the shopper’s experience are during an interaction via telephone calls to your office and by visiting your Web site. The patient experience evaluation should include objective observations from the shopper. The evaluation should provide you with snapshot of a very particular part of the day in your practice. Multiple evaluations at different times and days are also a good practice. This will assist understanding the big picture. The shopper should provide data on areas that can be objectively measured with the understanding that many of the areas are purely subjective in nature. The most challenging part of the process is starting. It can often be difficult hearing that the shopper’s perception is not in line with your expectations of customer service. Many practices make the decision not to bring in a mystery shopper simply because it is out of their comfort zone. The benefits of acquiring first-hand feedback and avoiding missed opportunities should help encourage practices to be proactive and take this important step towards the improvement of patient satisfaction. The success of the program relies upon how the physician and management respond to the information gathered. It is important to listen, respond, and then take appropriate action. Treat the information as a gift, and refrain from taking it personally or reacting punitively. When you use the information to make positive changes, you begin attaining the competitive advantage over your competition. Page S. Piland is the founder and president of Core Healthcare Consulting, Inc. He has more than 20 years of management and operations experience. He has been a featured speaker and has lectured on the subject of Healthcare Practice Management at multiple national medical society meetings. He can be contacted at PSPiland@CoreHC.com. Additional practice management information is available at www.CoreHC.com.
