Three ways radiology practices can become more patient-friendly
Writing in Diagnostic Imaging in 2020, Dhruv Chopra, then CEO of Collaborative Imaging (now CIVIE), argued that radiology practices had to adapt to patients who want tighter control of their own care and arrive better informed than ever. He cited a 2016 study from Massachusetts General Hospital’s department of orthopedic surgery that found 65 percent of patient satisfaction correlated directly with physician empathy.
Many practices had made progress, he wrote, but there was more to do. He offered three strategies.
Invite patient input
Radiologists and referring physicians advise patients on the best options, and that won’t change. What often gets lost is the patient’s own perspective. Chopra recommended letting patients share what they feel is right for them, and making them comfortable enough to mention details of their medical history, since those details can affect diagnostic accuracy and the treatment that follows. Patients who are given that space are more confident starting conversations, which strengthens the relationship over time.
Keep communication open and plain
Patients deserve regular updates on their scans and what the results mean for treatment, whether the news is good or bad. Chopra stressed explaining everything in plain terms, because industry jargon can confuse patients and affect their decisions. When a patient still doesn’t follow, the next step is to point them to printed or digital resources that explain it differently.
Technology helps here. Chopra described tools such as instant messaging, image annotation, a full directory of referring physicians and phone apps that consolidate appointment schedules, which proved useful as care moved toward remote work and telehealth during COVID-19.
Be transparent
Chopra called transparency the third and perhaps most important step. Patients “deserve clear and honest communication, no matter the nature of the dialogue.” Honesty builds trust, loyalty and engagement. A lack of empathy and transparency, he warned, can lead to legal issues, lost patients and damage to a practice’s brand.
Why it still matters
Patients’ expectations have only moved further in the direction Chopra described. His warning was blunt: practices that don’t adapt will see patients leave for those that listen. CIVIE’s patient communications, from RIS texts to CIVIE Voice calls, are designed to keep patients informed at each step of their imaging.
Source: “How Practices Can Become More Patient-Friendly,” Dhruv Chopra, Diagnostic Imaging, July 22, 2020.
