Patient Relationship Management for Facilities: 5 Best Practices

Despite changes to the healthcare industry and the growing presence of technology, the strength of the patient-provider relationship continues to be the key to better patient outcomes. The use of patient relationship management (PRM) — a series of strategies, systems, and technologies designed to enhance patient perception and participation in care — can help you to build those relationships in a focused manner. 

What Is Patient Relationship Management’s Importance in Healthcare Settings?

From hospitals to ambulatory care centers, even family medicine clinics, patient satisfaction is integral to increasing all facility margins. At the very heart of patient satisfaction lies the trust and relationship with the provider, so promoting that connection must be a top priority. 

The implementation of a PRM system demonstrates a commitment to that priority. Such systems have been shown to benefit not only satisfaction scores, but patient engagement, outcomes, and the efficiency and cost of care provision, while also decreasing rates of attrition and noncompliance.

What Does PRM Look Like in Practice?

Patient relationship management examples are as diverse as the concept itself. Connecting drug information and education to the EMR via links within the medication documentation allows a nurse to quickly access the necessary information about potential side effects. The seamlessness of that system ensures that the teaching is both timely and trustworthy, reinforcing the patient’s confidence in their provider. 

PRM may entail the adoption of a new scheduling system. An increasing number of patients prefer scheduling their appointments online, with many willing to switch to providers that offer this convenience. 

Even the aesthetics of the room where care is delivered can affect the patient-provider relationship. Facilities should optimize the care setting for safety reasons, while also selecting environmental elements for patient comfort, underscoring the trust that is so crucial to positive patient outcomes. 

How to Develop a Patient Relationship Management Program: 5 Tips

Here are five best practices that should be considered when developing a PRM program for any facility.

1. Focus on Credibility

Credibility is the bedrock of all PRM efforts. It dictates whether a patient is willing to initiate and maintain a relationship with their provider. By promoting and celebrating the values of consistency, professionalism, and follow-through, employers facilitate the ongoing credibility of their staff and institution.

Suggestions:

• Include cultural expectations and mission statements as key topics in all new employee orientation and ongoing training. 
• Market organizational standards online and with take-home materials.
• Display degrees, awards, and moments of recognition in the virtual and physical setting.

2. Encourage Open and Tailored Communication

Success within the PRM model is dependent on transitioning from monologue to dialogue. Relationships aren’t one-sided, which is why it’s so crucial to ensure that communication is a two-way exchange. 

Suggestions:

• Highlight in ongoing training the importance of involving the patient in discussions around care and education. 
• Encourage the adoption of communication tools, such as patient teach-back, to ensure understanding. 
• Provide multiple methods of communication. Some patients may prefer calling to texting. 
• Respond to patient feedback to encourage ongoing dialogue.

3. Ensure Accessibility

If a patient can’t figure out how to access their care, whether via appointment scheduling or to check their lab results on a new patient relationship management platform, engagement isn’t possible. Without engagement, there is no relationship. To avoid this, facilities must ensure accessibility. 

Suggestions: 

• Prioritize the ease of scheduling appointments. Consider options such as patient self-scheduling. 
• Implement the use of appointment reminders and digital rescheduling or cancellation options. 
• Use expert teams or “champions” to help patients access and learn the PRM platform while in-office or inpatient.
• Identify ways to expedite access, while maintaining robust data security. For example, a 4-digit passcode in replacement of a full password requirement can considerably boost engagement. 

4. Utilize Seamless Technology

Technology streamlines all aspects of PRM. Its use should be consistently evaluated for effectiveness and enhancement. 

Suggestions:

• Integrate data across one seamless system to optimize efficiency and safety for the provider. 
• Insist on the same standard of integrated features for all PRM platforms to encourage usage and favorable interactions. 
• Consider the implementation of new technologies, like AI, for closer examination of data and to decrease the risk of patients falling through the cracks. 

5. Commit to Constant Evolution 

Healthcare will continue to grow more complex as technologies improve and patient expectations shift. Health organizations have an obligation to maintain an awareness of those changes, adapting along the way.

Suggestions:

• Spotlight the desire for patient feedback, both virtually and in-office.
• Schedule consistent team meetings to relay opportunities for growth and celebrate impactful patient stories. 
• Incorporate staffing and nurse feedback. Nurse satisfaction often correlates with patient satisfaction. 
• Share how patient suggestions have been addressed and implemented by calling attention to those efforts. 

Learn More About Improving Outcomes at Your Facility

Implementation is only the first step. To enhance the adaptability and effectiveness of your patient relationship management strategy, IntelyCare has a diverse and expanding collection of resources, guides, and expert tips to support your best practices.