A case of

by James I. Merlino and Ananth Raman 2013 -Issued in Harward Business Review

Health Care’s Service Fanatics

Gaurav Singh Bisen MBA-Tech Program - Marketing

NMIMS University

Presentation SummaryBegin

About Cleveland

Clinic

Case Introduction Service

Triangle

RATER Model

Service Recovery

Service Gaps

Service Blueprint

Service Wishmode

Practo in Healthcare End

Expanding in London & Abu Dhabi

About Cleveland Clinic

Cleveland Clinic is a multi-specialty academic hospital

Started in the year 1921

Amongst top 5 Hospitals in US

Service Marketing Triangle

Internal Marketing

Interactive Marketing

External Marketing

Company/Management (Cleveland Clinic)

“enabling the promise”

“delivering the promise”

“setting the promise”

Employees/Providers (Doctors, Nurses etc.)

Customers (Patients)

Cleveland: Internal Marketing• Introducing “Cleveland Clinic Experience” in 2010.• Publicizing the details of the CMS Survey to all

employees.• Creating a “Best Practices” department.• Launching of “Caregiver Celebration’.• Removing financial incentive for doctors.

• A television and radio advertising campaign, “Today”.• The ‘Patients come first’ initiative.• Printed materials and an interactive online video for

incoming patients.• Building an effective mix of Paid, Owned and Earned

media

Cleveland: External Marketing

• Complimentary services –Home far away from home (International Patients)

• Patients enjoy one-stop coordinated care.• CMS Satisfaction surveys to understand the needs of customers.• Launching of the HEART Program• Nurses to ask five questions every hour and nurse managers to hold spot

audits.

Cleveland: Interactive Marketing

ZONE OF TOLERANCE

RATER MODEL &

ZONE OF TOLERANCEDESIRED SERVICE

ADEQUATE SERVICE

Reliability: Delivering on promise• Reputed for medical excellence and

holding down costs.• Best physicians across the hospitals.• Single department that addresses

issue related to an organ

Overall Reliability & Satisfaction

2008 2009 2010 2011 2012

92908980

55

RATER- Reliability

ZONE OF TOLERANCE LOW

Assurance: Inspiring trust and confidence• CMS rating - 8%.• Top 5 for overall quality of care &

heart program.• Doctors knew patient credentials &

provided effective communication.• Appropriate communication and

better body language.

Doctors Commitment & Communication.

2008 2009 2010 2011 2012

63

49

291814

RATER- Assurance

ZONE OF TOLERANCE LOW

Tangibles: Representing the service physically

• Cleaner rooms• Quieter environment at night.• Greeters at the door, redesigning its

gowns, improved food services.• Printed material and interactive

online video describing the hospital environment.

Room Cleanliness

2008 2009 2010 2011 2012

7164

47

204

RATER- Tangibles

ZONE OF TOLERANCE RELATIVELY HIGH

Empathy: Treating customers as individuals

• Practicing as a caregiver• Ask questions related to their

needs, pain etc.• Training to operators to respond

politely on phone.

Pain Management

2008 2009 2010 2011 2012

6164

50

24

10

RATER- Empathy

ZONE OF TOLERANCE LOW

Responsiveness: Being willing to help• Hourly rounds from nurses and doctors.• Dedicated helpline to book

appointments.• Efficiently addressing the patient and

family via proper communication.• Communicating the reasons for them

being disturbed at night.• Training the personnel's in accordance

to concerns of the patients.

Staff Responsiveness

2008 2009 2010 2011 2012

4039

30

15

4

RATER- Responsiveness

ZONE OF TOLERANCE LOW

SERVICE GAP MODEL

Cleveland: Service Gap ModelExpected Service

Perceived Service

Service Delivery

Customer Driven Service Design &

Standards

Management Perception of

Consumer Expectations

Ext. Communication to Customers

Customer

Provider

GAP-1

GAP-2

GAP-3

GAP-4

GAP-5

WOM Personal Needs Past Experience

GAP IS CLOSED

Gap 1: Not knowing what customer wants.

• Patients wanted better communication and minute to minute updates.

• They wanted “Caregivers” to communicate and interact happily to feel better and safe.

• Hourly rounding on Patients• Get together sessions for all caregivers at Cleveland. • Imbibing serve with smile culture

GAP IS CLOSED

Gap 2: Not having Right Service Quality Design & Standards.

• Difficulty in accessing• Employees unawareness about CMS

• Single phone number & Same day booking facility.• Publicise the detailed results of the CMS survey.

GAP IS CLOSED

Gap 3: Service Quality Specification & Service Delivery

• Nurses unaware about patients care plans.

• Inefficient Discharge procedure.

• Processes running behind schedule.

• Patientes uninformed about procedure

postponement

• Weekly Huddles of Floor Leaders• Increasing team cohesion• Spot Audits by Managers

GAP IS CLOSED

Gap 4: Service Delivery & External Communication

Not adequately educating customers about the

services and accessibility.

Television and Radio Advertising of “Today” Campaign

Printed material & interactive online video

Service Encounters & Service Blueprint

Arrival

Reception

Treatment

Discharge

Payment & Feedback

Service Encounter: Patient Journey

Patient Actions

On-stage & back-stage

contact employee actions

Support processes

Components of Service Blueprint

Recovering Accepting Choosing Planning Learning Leaving Transitioning

Teaching & Assessing

Explaining/Estimating

Providing options Discharging Educating Continuing care

Assessing: Biomedical Researching Finalizing doctor’s

orders

Assessing: functional Communicating Coordinating Transmitting

patient info.

EPIC

Patients Actions

Caregiver actions

Backstage caregiver actions

Support actions

“Patient complaints are inevitable and are a gift - They give us a second chance to make things right”

SERVICE RECOVERY

Service Recovery Program

Red Carpet Treatment &

Apology

Provide help to the possible extent and apologize

Apologise and Fix/Replace

Apologize and extend sympathy

Cause of failure

Organisation Patient

Severity of failure

Relatively severe

Relatively mild

Service Recovery Strategy

SERVICE WISH MODE

Service Wish Mode-Healthcare Sector

Wish it could have been possible to experience/view the

service/treatment we will get while visiting a particular doctor/clinic/

hospital.

Wish Mode Implementation-India

Kickstart: 2008

Appointment Scheduler platform

On-the Go: App Launch

2013

Integrating Stand Alone

Clinics

2014-2015: Expansion in Indonesia &

Malaysia

Went Social: Reviews from

Peers

2015: Acquisition:

Fitho & Genii

Enhancing Healthcare Services- PractoDirect to Customers/Users

Enhancing Healthcare Services- PractoFor Doctors/Clinics- B2B

• Register via tab

• Collecting Feedback

• Go Green • Take Offline • 1st Tab

Free

•24*7 Reach

• Simplified Billing

• E-Medical Reports

• Seasonal Greetings

• Enhancing Visibility

• Reach for patients.

• Featured & Suggestion

• 24*7 Chat Facility

• Free Consultancy

• Suggestions • FAQ’s

Service BlueprintPhysical Evidence

Customer Actions

On-stage employee contact

Backstage Employee

Customer Support

Prato Website/App

Report/ SMS/Emails

Invoice/ Clinic Photos.

Identification of problem/disease

Searching Doctor, Review & Suggestion

Book Appointment

Download App/Visit Website

Visit The Doctor/Clinic

Practo representative to Schedule Appointment

Appointment 24*7 facility

Doctor Availability

Online/Offline

Relevant medicines & equipments

Database Storage &

Cloud AccessERP Systems

Line of Interaction

Line of Visibility

Line of Internal Interaction

Feedback

Check Slot Availability with

Doctor

Treatment by Doctor

Medicine Prescription

CRM Software ex: Freshdesk

THANK YOU