High quality of patient care will ensure simultaneously good public relations. Obviously, a patient will never accept public relations programme in lieu of indifferent hospital care. Thus, good patient care is a sine qua non. No amount of smiles, cheers and propaganda will compensate for bad administration and poor professional care in a hospital.
A patient comes with certain definite expectations to the hospital. The reception is normally the first contact point but often he may have made earlier contact with the hospital by getting into correspondence or by contacting over the telephone. All courtesies must be extended to him on these occasions to project a good image of the hospital. A lot of valuable information can be and should be furnished to patients even prior to their admission. Certain details with regard to time and date and the person to whom he should contact with exact place will help in achieving favorable opinion about the hospital. Equally important is the fact that the person who is to receive the patient should be available on right time or else this will lead to just opposite effect, and the patient may go back home disgruntled.
Most of the hospitals have their own telephone exchanges. The experience of a telephone call may be the first impression of understandable importance. Telephone operators should answer calls promptly and politely and promptly respond to the queries of the caller. This would avoid waste of time and frustration. Environmental sanitation, cleanliness and physical comforts provided to patients create good impression. Well kept lawns, clean surroundings are reflection of good administration which helps in building initial confidence.
Reception, Enquiry and Admission Office should be established as one single unit. The staff posted there should be specially selected and trained in human relations. They should be courteous, cheerful and above all efficient in their work. Persons working here should have full knowledge of the routine procedures of the hospital so that information to the patients or their relatives is furnished without any delay.
The Outpatient Department is the most sensitive place from the public relations point of view. Largest number of people visits this department. According to the estimation of Mc Gibony (1969), for each bed in a hospital there are 500 visitors to a hospital in a year. This would explain the gravity of the situation. More frictions and misunderstandings arise in this department than anywhere else. Separate parking space for the staff and the public, adequate waiting space and seating arrangements and facilities of wheel chairs and trolleys should be made available. Public toilets, drinking water, cafeteria, and public telephones are essential in this department. Waiting time of the patients should be rendered to minimum. Maximum number of doctors should be available during the peak hours. Help of paramedical and non-medical staff is a must. Voluntary agencies may be required to help the patients in finding out various areas of the hospital. This department should be organized in such a manner that there is free flow of traffic and cross traffic is avoided or minimized. In addition to the help from staff and volunteers, suitable guidance aids like supply of information brochure in local community centers and other sign postings will definitely help in creating a good impression. A responsible member of the staff should be available to explain the reasons of delay or listen to public grievances. Measures should be taken to avoid queue jumping and influence of ‘pull. To avoid public resentment separate counters should be opened for the hospital, employees.
The Accident and Emergency Department or ‘Casualty’ is another very sensitive area. People coming here are charged with emotions, anxiety and sense of’ urgency. This department should be staffed and equipped for round-the clock services. It should be supported by an efficient ambulance service. Prompt medical relief and sympathetic behavior of the staff is very important in building good public relations. In one of the studies, it was” observed that consumers were dissatisfied due to misunderstandings, rough behavior of lower cadre staff and poor information and guidance system in this department. Most patients entering the hospital have many questions and concerns. Hospitals must strive to answer their questions. A hospital information booklet provides information that is helpful to patients and their relatives. Often, patients are admitted in an elective basis and they have time to plan their admissions. They can take advantage of these booklets in planning and preparing for their hospital stay. The booklet can be of various types and the information to be incorporated therein will depend upon many factors. The hospital administrator should decide, after careful study, as to which information should be provided through these booklets. There are certain other aspects which need careful consideration which are described in brief as under.
Name Labels and Uniform: All functionaries should wear uniforms and name labels. This creates initial good impression on patients and reflects good administration. It also infuses among the employees a pride and sense of belonging to the institutions. These also help in identifying the staff by name and their status. These are particularly useful in OPD and ancillary departments.
Importance of Color: Color effects many of our moods and emotions. Proper choice of color can transform depressing and monotonous atmosphere into pleasing and exciting one. It stimulates employee’s productivity. Hospital is one area where color can be used with measured success not only in appearance but for the psychological uplifting which it brings to patients.
Delay in Admission: Anxiety and distress is the result of delays in admission due to long waiting list. In allotting priorities for admission, hospitals consider the physical state of the patients but forget the social background and as a result, social emergencies have to wait. Adequate facilities in efficient use of present resources can resolve this problem to some extent.
Ward Reception: Patients are generally vulnerable to anxiety and fear on arrival in the ward. The reception they get tends to leave a deep impression. Prompt reception improves the morale of the patients.
Privacy: It is normally observed that majority of the patients are dissatisfied with the type of privacy provided in the ward. Provision of screens around each bed would afford greater privacy. To have the privacy and at the same time provide the advantage of companionship of other patients in the ward would go a long way in creating a feeling of warmth and understanding.
Food: Good food, well prepared and attractively served to patients, makes a very favorable impression. Presence of dietician or a nurse at the time of service creates good impact on the patients.
Cleanliness: Cleanliness is much a desired thing in a hospital. It not only enhances the image of the hospital but also helps in controlling hospital infection. Frequent cleaning and liberal use of detergents and deodorants eliminates the stink which is most dissatisfying.
Information about Illness: The most important thing to a patient is to know as to what is wrong with him and how long will it take to recover. Information in this respect will always be associated with fear, anxiety and thus, will help in building patients confidence. A doctor or a nurse should be available in the ward during visiting hours to furnish information regarding illness of the patients to their relatives.
Visitors: Relatives and friends come rushing to the hospital the moment they learn about the illness of their near and dear one. This is to show their loyalty, affection and strength of ties. It also satisfies emotional needs of the patient. The relatives etc. are allowed to visit their patients for a short while. The visiting hour’s policy should be more liberal for the visitors to the serious patients and relatives coming from distant places. Too rigid visiting policy makes the public* critical of the hospital.
Complaints and Suggestions: The best way to deal with complaints is to do everything possible to avoid getting them by anticipating the problems. In spite of the best intentions of everyone and as it happens everywhere else, sometimes things go wrong. Any complaint and suggestions should receive prompt attention and wherever possible remedial actions be taken. Equally important is that whatever action is taken, the same is communicated to the complaint.
Mortuary and Chaplain Facility: The disposal of the dead is influenced by religion, social and cultural beliefs and practices. It is necessary to provide within the hospital or its premises a place to which a dead body can be moved quietly so that other patients do not get upset. Disposal of dead has a great bearing on public relations of the hospital. This is a sensitive area for the relatives and friends. Even unintentional neglect or delay may carry unpleasant impression about the hospital. Utmost care is needed by all members of the staff to ensure that prompt and proper disposal of the dead is arranged.
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