11.4 Service
Anita Hedlund
Professionalism in healthcare includes being service-oriented. In this context, workplace team members, vendors, patients/clients, and their families or support people are all considered the “customers” you will serve. Think about how you like to be treated when you are relying on someone to assist you. Whether you’re buying something, ordering food, or requesting a prescription from a healthcare provider, you expect to be treated with respect. Similarly, patients depend on healthcare workers to care for them during their most vulnerable moments. By demonstrating professionalism, healthcare workers can build trust, which can enhance patient outcomes and ensure continued patient loyalty to the organization.
Consider a scenario where you are a patient or customer. Imagine arriving at a place of business and approaching the front desk to speak with a staff member. The staff appears busy and does not acknowledge you as you wait. This lack of attention may frustrate you, and you might even feel like leaving. Feeling overlooked and ignored is never the goal. When staff members make eye contact, welcome you warmly, and prioritize your needs, it helps ease any stress and contributes to a positive experience in this vulnerable setting.
This focus on patient experience is known as a service-oriented approach. Have you ever entered a business where employees are talking about personal matters, such as their dating life, instead of focusing on customers? This behavior is unprofessional, as it distracts from serving others and the needs of the organization. If employees are on a break, they should step away from the service area. While it’s acceptable to converse with colleagues, when a customer arrives, the focus should shift to work duties and the customers’ needs. Regardless of one’s role in the organization, everyone should contribute to service, whether it’s by smiling at people as they arrive, helping patients find their way, or opening the door for someone carrying heavy items.
In healthcare, we will sometimes have to care for individuals whose behaviors or lifestyles conflict with our personal values or beliefs. The ethical principle of justice dictates that, despite any personal feelings, every patient is entitled to healthcare. For example, even if a person has committed violence toward another, they still deserve the care and attention we provide. It can be difficult, but it’s essential to leave personal opinions and emotions at the door to deliver unbiased, compassionate care.
A customer service strategy that places a strong emphasis on patient experience, ensuring patients needs are the central priority of the work being done.