Understanding the why of AIDET® Key Words at Key Times Understanding the why of AIDET® Notes for Quarterly Management Meeting Coach: Kris Ann Piazza Krisann.piazza@studergroup.com www.studergroup.com © 2010 Studer Group

Who is most important to patients in health care? www.studergroup.com © 2012 Studer Group

Let’s think about it… Can patients get the right treatment for successful outcomes without providers to diagnose? Can a provider deliver care without a skilled nursing staff? Can nursing provide care if there are no supplies on the unit? Can we purchase supplies without a strong operating margin? Can we monitor budgets without valid finance reports? Will finance reports be available if IT isn’t responsive to computer issues? Will patients return to the hospital if it seems unclean? How valuable is good nutrition to healing? The point this slide makes is that we are all essential to the patient experience on some level. Whether you are at the bedside or behind-the-scenes, not a single person at our facility can take care of a patient alone. We need each other to be successful. www.studergroup.com © 2012 Studer Group

Customers External Internal Anyone outside the organization that has a choice about where to go for health care services. If they do not like our product or service they take their business elsewhere. Internal Anyone within the organization that depends on you to help them provide a service to our external customers External These people are our security. When we meet or exceed their expectations, they come back. If they do not like our product or service… they take their business elsewhere. All else being equal-why should patients choose us? Skilled ,safe, competent ,high tech care is expected from us-the patient loyalty factor can be influenced by outstanding service. Ask group to name external customers (i.e. patients, families, referring doctors) Internal This is you and me. The main objective for each of us is to serve the patient. By working with internal customers, external customer needs and expectations can not only be met but also exceeded.

Customer Needs External Internal Respect Courtesy Communication Assistance Understanding Responsiveness To be heard Relief from symptoms Relief from fear Positive Outcomes Internal Respect Courtesy Communication Assistance Understanding Responsiveness To be heard Purpose Worthwhile work Make a difference Each of our colleagues is an internal customer in their efforts to help the patient. We each have the same human needs for the most part, and our internal customer’s needs are really not that different from our external customers’ needs. Discuss a few examples of the needs we each have, then compare them to the external customer’s needs. Reinforce how we all want to be treated with simple human courtesy and compassion. Take time to point out the additional customer needs when they come to a hospital. Until we can provide care and service that meets these needs on an internal level, we will never be able to take care of our external customers needs in these areas.

First Impressions Good first impressions build trust and confidence in patients, visitors, staff and our colleagues. Within the first few moments of meeting you, these people will form an opinion of you. Right or wrong, that opinion may greatly influence your ability to do your job. Patients often don't think a lot about the quality of medical care they receive since they expect it to be high. They do, however, spend a lot of time evaluating the cleanliness of their room, the quality of the food, and the people providing care and services for them. How long do you think it takes to make a first impression? 3 Seconds. Within the first 3 seconds most people have already decided if this is going to be a good or bad experience A positive first impression has multiple benefits. Patients and employees will begin to trust you Patients and employees will want to work with you (cooperation), so your work becomes easier. A negative first impression has multiple consequences. Patients and employees will not trust you and may become defensive, suspicious of your requests Patients and employees will not want to help you help them (no trust) What other ramifications of either a good first impression or a bad first impression can you think of?

Visual – Appearance Make eye contact, and be in control of your facial expressions Don’t roll your eyes,, sigh Nod when listening to show you are engaged (Acknowledge) Wear your proper uniform and a visible name badge Follow personal cell phone/iPod policies

Send The RIGHT Message 7 13 38 86 55 1 DIMENSION COMMUNICATION CUE FACE-TO-FACE OVER THE PHONE VERBAL Choice of WORDS % of what people believe is based on the words they hear VOCAL TONE of voice % of what people believe is based on how the words are spoken VISUAL LOOK of the communication % of what people believe is based on what people see in another person 7 13 38 86 NOTE: This slide is animated and will add the percentage numbers as you click through it.   There are three ways we communicate with one another. I think you will be surprised by just how much or how little impact each one of these things actually has on our customers’ willingness to trust us and make a human connection. Albert Mehrabian, a social scientist, conducted research and found that certain behaviors associated with communication make a bigger impression on people than others. These behaviors have been sorted into three dimensions, we call communication cues: Verbal, (refers to the choice of words we use); Vocal (refers to the tone or attitude of our voice when we are speaking) and Visual (refers to how we look when we are speaking; not only what our body language is saying, but also what is our face saying, and what are our eyes saying). Example Say the words “Can I help you?” Demonstrate how differently these simple words can be spoken using verbal, vocal, and visual cues that can lead to various interpretations from the patient. Saying the words, “Can I help you?” is not enough. The phrase is fine, but the type of inflection you put on the words as well as the body language you are showing while saying them, all have an impact on whether or not the person believes you. Many times, the non-verbal communication cues we are giving off are so negative and loud that patients never hear or trust a word we are actually saying (a doctor in a hurry, a task-focused nurse, an impatient or bored receptionist, etc.) 55 1

Improved satisfaction AIDET is a framework of communication that we can use with patients, their family members and one another to reduce anxiety and improve perception of care and service. Decreased Anxiety Increased Compliance AIDET is a simple acronym that represents a very powerful way to communicate with people who are often nervous, anxious, and feeling vulnerable. By nature Healthcare is a reactive profession. AIDET allows us to shift our thinking to being proactive as we seek to share our knowledge and experience. It allows us the opportunity to keep our patients informed as we perform tasks that are common to us, but uncommon to them. To successfully implement AIDET℠ does not rely on scripted conversations, but it does rely on awareness of the messages we are sending to patients and families, both verbally and nonverbally. Taking ownership of establishing a positive first impression and your own communication cues will help you use AIDET℠ most effectively. + Improved satisfaction =

WHY should we use it with Patients? Reduces patient and family anxiety by establishing trust Improves compliance for better outcomes because patients will cooperate more readily with their plan of care as a result of that trust Clear communication creates a safe environment to receive care AIDET® helps us build customer loyalty; we want to be their preferred healthcare provider of choice Narrating the care that’s being provided. www.studergroup.com © 2011 Studer Group

WHY should we use it with Coworkers? Reduces coworker anxiety about whether or not they can count on you by establishing trust Improves teamwork because colleagues will cooperate more readily with you as a result of that trust Clear communication creates a more efficient , helpful and healthier environment to work in AIDET® helps us build loyalty to one another; we want to feel good about the people we work with and for Narrating the care that’s being provided. www.studergroup.com © 2011 Studer Group

A Acknowledge I Introduce D Duration E Explanation T Thank You 5 Fundamentals of AIDET Focus on the “A” and “I” to show courtesy and respect to people. A Acknowledge I Introduce Focus on the “D” and “E” to keep people informed. D Duration E Explanation AIDET is a simple acronym that represents a very powerful way to communicate with people who are often nervous, anxious, and feeling vulnerable. It allows us as trained health care professionals to share our experience, knowledge, and training. This Acronym can help you establish trust. Talk about ways to show acknowledgment: eye contact, smile, nod of the head, etc. Managing up self build confidence T Thank You 12 12

Tips for when and how to use AIDET® The elements of AIDET® are important in every interaction with a customer on some level. Elements of AIDET® do not have to be delivered in any specific order. There are times when you will need to verbalize only one or two of the elements of AIDET®. Ask yourself: are there gaps I may need to fill for the person I am talking with? www.studergroup.com © 2012 Studer Group

When walking down the hall The 10/5 Rule is a visual manifestation of the organization’s commitment to excellent service by everyone. At 10 feet Make eye contact, SMILE and/or nod to those you encounter At 5 feet Deliver a verbal “Hello” Is this an opportunity? Does something look wrong? Do they look lost? Can I see a gap? NO. Move on YES. Approach the customer; introduce yourself and ask how you can help. “Hello. I’m Cindy one of the managers at Summit Healthcare. Can I help you find something?” www.studergroup.com © 2012 Studer Group

Samples External customer: Internal customer: “Hello. I’m Cindy, one of the employees at (facility). You look a little lost. Can I help you find something?” Internal customer: “Hello. I’m Cindy from Accounting. You look upset. Can I help you with something?”

Vocal - Tone of Voice Smile – it can be seen and heard! Pitch – vary the pitch of your voice and avoid dull monotones Volume – speak loud and clearly to indicate confidence and commitment to the patient Emphasis – emphasize certain words during the conversation to convey meaning and importance Enthusiasm – sound interested by asking questions Pitch – do you vary the pitch of your voice or do you speak in a dull monotone voice? Volume – do you speak loud and clearly to the caller indicating confidence and commitment to the customer? Or are you soft spoken and sound uncertain of what they you’re saying, leaving a customer unsure of your willingness and/or ability to help? Emphasis – Are certain words emphasized during the conversation to convey meaning and importance to the caller? Again be alert for a dull, monotone voice that will leave customers feeling dull and dreary about our organization. Enthusiasm – Your either have it or they won’t. “Faking it” isn’t a viable long term option

When greeting someone in person, always say: “Good (Morning ). How may I help you?” A visible name badge at shoulder level can play an active part of introduction Brief interactions: Listen to need. Provide assistance. After a more prolonged interaction, ask the customer the following: “Is there anything else I can do for you today? Okay, my name is Sarah. If you have more questions, just ask for me, but any of our employees will be happy to help you!”

When answering the phone, always say: “Thank you for calling (Your Department). This is __________. How may I help you?” Always ask the name of the person calling if they don’t give it first: “May I ask who is calling, so I can personalize the call?” After a request is met, ask the customer the following: “(Customer’s Name) is there anything else I can do for you?” When completing the call, say: “Thank you for calling (hospital or department).” In telephone conversations, AIDET® is extremely important. So much of our message is lost when we cannot rely on the visual cues of body language. Standardizing the content of telephone communication with AIDET® can fill some of that gap.

Key Words At Key Times

Key Words Customers like to hear Certainly, I’ll be happy to… It’s my pleasure Thank you May I help you? Here is what I can do to get you what you need… These key words did not connect the dots for people, but they are common key phrases that people respond to in a positive way www.studergroup.com © 2012 Studer Group

1-2-3 of Ownership “I don’t know” is never an acceptable answer. If you don’t have the answer, connect the customer to the right person who does. Do not abandon the customer until the connection is made. Welcome customer feedback, and don’t take it personally.

Johnny the Bagger http://www.youtube.com/watch?v=qOZPlt3Ha0Y Why did we show a story about a bagger when we’re talking about health care? Because Johnny valued his role in connecting with his customer. He connected on a human level, which captivated people. He could have bagged faster or neater; instead he reached out to them on a personal level.

Create your own AIDET Spend 5 – 10 minutes to create your own AIDET that will work for your situation Break into small groups (2-3 persons) Each person present their AIDET Provide and accept feedback in small groups regarding AIDET

Managing Up Talk about manage up in the introduction section and it’s value. Internal customer example: What if someone’s computer crashed and needed IT to fix it? What would be the value in managing up personal experience in length of career in IT? How can we help relieve some of that anxiety? Customer: “I have a report due in two days! How am I ever going to get it done if my files are gone?” IT: “I don’t want you to worry Joel. I have been working in IT for 10 years, and there is not a hard drive created that I can’t recover files from! Give me until four o’clock, and I will let you know if I can retrieve what you lost.” www.studergroup.com © 2012 Studer Group

Benefits of managing-up Saying positive things about self Builds confidence in patients and employees Creates a good impression of leadership Saying positive things about others Creates a good impression of teamwork When you manage up yourself, you put patients and their families at ease by telling them your job title, years of experience, certification or licensure, and special training you have completed, or the number of procedures you Other departments: “Hello, Mrs. Smith. I see this afternoon you will be going down to the radiology department. Radiology has state-of-the-art technology and an excellent staff. They are aware you will be down there this afternoon and are well prepared for you. Our goal is for you to be very satisfied . . .” Physicians: “Mrs. Smith, I see Dr. Simon is your physician. She is excellent and very good at listening or answering patient questions. You’ll be really be pleased with the care you receive from Dr. Simon . . .” www.studergroup.com © 2012 Studer Group

Behavior Standards Always SHINE – show respect and be kind Always work together – we are on the same team. Always serve others – no job is beneath you. Always maintain high standards of quality and safety – Best Practice every time. Always communicate clearly – be compassionate 1. Treat others with empathy and compassion Establish a positive/special relationship with our customers, be respected by others Be loyal, respectful, confident, and demonstrate proper manners. 2. Team members include physicians and hospital staff Value the team’s unique abilities and strengths Treat co-workers with respect. Recognize their talents and contributions. Accept constructive feedback and use it as a tool to grow. Avoid gossip and hurtful remarks, and think before you speak. 3. Create and promote a joyful, caring, and respectful environment. Anticipate the wants and needs of the people we serve is key to providing excellent service. Seek to understand by asking: “How can I help you?” and “Is there anything else I can do?” Be an asset to co-workers – volunteer before being asked. 4. Be dedicated to our medical center, take pride in the quality of our work and have confidence in our abilities. Ensure high quality of service, educate, anticipate, and follow through. Know the policies and procedures, both hospital-wide and departmentally, relating to safety issues Be accountable for the safety of yourself, co-workers, patients and others. 5. Respond with respect, honor and recognition “Ask, listen, act” – active listening – anticipating the needs of others Provide clear explanations and ensuring clarity of communication Communicate information early and often; keep the information simple and succinct and keep our patients and their families informed about their care 6. Inspire positive values, moral conduct, and ethical behavior Follow the confidentiality guidelines Be truthful and honest in all actions and statements 7. Act to reverse customer service breakdown situations using the Admit to and learn from mistakes Avoid phrases such as, “It’s not my job.” If you are unable to meet a request, you should be responsible for finding someone who can. Understand and accept the responsibilities of the job. Take charge of these responsibilities, including the financial impact of how to utilize resources. 8. Proactively influence events and outcomes Choose to have a positive attitude each day Understand Summit Healthcare’s culture and goals Empower patients and others through education, autonomy and respect

Do your best and be your best S H I N E ! Always practice integrity – maintain confidentiality Always be accountable – take responsibility “Anticipate, Apologize, Acknowledge, Amend” (4A) process Always empower – create an environment of success Always excel – don’t settle for mediocrity Always promote Wellness – Make choices for a healthy lifestyle Strive for excellence in all that we do Do your best and be your best S H I N E !

Thank You and Welcome to Summit Healthcare !