Revenue Cycle Process – Do You Make The Experience Enchanting?

by Phil C. Solomon on November 6, 2012

in Hospital Revenue Cycle Improvement,Positive Attitude

Is Your Revenue Cycle Experience Enchanting For Your Patients?

Is Your Revenue Cycle Experience Enchanting For Your Patients?

How enchanting do you make a patient’s experience as their account flows through the revenue cycle process? Perhaps we can learn something from Steve Jobs and Apple.

In the decade since Steve Jobs decided to re-imagine the computer experience, he ended up reinventing it. He blew up the model of customer satisfaction and started all over again from scratch. There are important lessons we can learn from Steve Jobs and Apple as they relate to serving patients and performing our tasks working on revenue cycle activities. Who ever thought Apple could influence how patients are treated at healthcare facilities and how revenue cycle functions are performed?

Here are seven great strategies you can apply right now to improve patient interactions and increase performance, productivity and loyalty:

  1. Stop doing your job. Take a lesson from Steve Jobs when he first started Apple, instead of figuring out how to grow the company, he focused on enriching his customer’s lives. Compare this philosophy to your organization’s vision and your own personal beliefs. Just doing your job isn’t enough to enrich your patients experience as a provider or vendor. Just doing your job isn’t very inspiring. Don’t just do your job; enrich the lives of your patients, co-workers, clients and partners. If you go the extra mile you will stand out from the crowd and enjoy a greater degree of self-satisfaction.
  2. Enrich lives. When you begin to think about enriching lives, magical things start to happen. For example, enriching lives led to the creation of Apple’s “Genius Bar” where trained experts are focused on “rebuilding relationships” as much as fixing problems. What can you do in your organization to enrich lives?
  3. Hire for smiles. The soul of any organization is its people. Consider when you hire, train and motivate your new employees and retrain existing employees, you teach them to create magical and memorable moments for the patients they serve. When a patient calls your facility, instill values in your employees to exude a magnetic personality as well as perform the tasks of their job such as billing or solving denials.
  4. Celebrate diversity. Apple hires people who reflect the diversity of their customers, and we all should follow that premise. Hire people based on how passionate they are instead of focusing on previous experience. When selecting a new vendor, don’t just look for the biggest company, consider those who are innovative and have vision.
  5. Unleash the inner genius. Teach your employees something they never knew they could do before, and they’ll reward you with their loyalty.  Make it easy for your patients to understand the billing process. When you make a patients experience delightful, the more likely, you are to build a long-term loyal relationship. Inspire your staff and vendors to be more creative than they ever imagined.
  6. Empower employees. Empower your people to do what they believe is the right thing to do for your patients.
  7. Sell the benefit. Interactions with healthcare providers are typically not planned events. Always keep in mind a patient’s encounter could improve the patient’s life and the lives of their loved ones.

Follow the steps of service. Leverage the “Apple five steps of service” They are: Approach your patient with a warm greeting. Probe politely to understand the patient’s needs. Provide an explanation or solution the patient can understand. Listen for and address all unresolved questions. End with a farewell that leaves a lasting positive impression.

Guy Kawasaki, the former chief evangelist of Apple, understands how to be enchanting. In fact, he wrote a book about it called Enchantment. It’s a great book and I highly recommend it. He states, “The three pillars of enchantment are likability, trustworthiness, and quality”. If we follow the eight steps listed above, and strive to be enchanting, we will positively impact the lives of those around us and enjoy greater personal satisfaction.

Revising Apple’s core beliefs and tying them to what healthcare revenue cycle. professionals do every day was an invigorating exercise. Let me know if you enjoyed this post. I’d love to hear from you. You can reach me by email at, follow me on Twitter @philcsolomon, connect with me on LinkedIn Phil C. Solomon or follow this link to my blog, Revenue Cycle News Blog.


{ 1 comment… read it below or add one }

Jami Force November 5, 2013 at 12:19 PM

Great ARTICLE. Sharing this with our staff!


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