Our Frontline: Reception Staff Shape Exceptional Patient Experiences

Introduction

We want the patients we encounter to be happy with their experience. We have created an environment and developed a team that makes patients feel valued and trust that they will be taken care of. Obviously, this impression helps our business in retaining doctors but it also helps our doctor’s business in retaining patients. Further, a positive experience in the reception area flows through to the consultation itself resulting in better outcomes for the patients. Anything we can contribute on the front desk to help patients on their health journey is extremely rewarding. 

The importance of first impressions

As the saying goes, you never get a second chance to make a first impression. The reception area is the gateway to the medical practice, where patients form their initial perceptions. Research by DiMatteo and Haskard-Zolnierek (2009) underscores the profound impact of first impressions on patient satisfaction and treatment outcomes. In their study it was shown that a warm welcome, efficient check-in process, and attentive service convey professionalism and set the tone for the patient’s entire visit. We are keenly aware of this at Robina Specialist Suites, right from the moment a patient enters our facilities we want them to feel impressed. 

In a previous city, I personally had a great GP but used to dread making a booking due to the unfriendly reception staff. I knew any requests or enquiries would be met with indifference or considered too hard, which in turn made me leave the clinic for somewhere easier to deal with. It’s an experience that I gave great consideration when choosing to start my own private practice and something I keep in mind to avoid at all costs for our workplace culture here at Robina Specialist Suites.

Reducing Appointment Anxiety

For many individuals, visiting the doctor can evoke feelings of anxiety and uncertainty. As a specialist clinic, these anxieties are often heightened in the patients that visit us. Whether it be for a consultation with a Psychiatrist or to book in a Surgery, these are major events in the patient’s life. By greeting patients warmly, actively listening to their concerns, and providing clear and empathetic communication, reception staff can create a welcoming atmosphere that helps alleviate anxiety. We have learned that through attentive service, our reception staff have the power to calm patients and reassure them. Research by Roter et al. (2004) emphasised this importance where patient-centered communication was paramount in establishing rapport and reducing anxiety levels. Even the simple things such as a friendly greeting and a reassuring smile can work wonders in easing patient nerves. Our team believes in making our patients feel cared for and prioritised throughout their entire visit, not just when they’re with the doctor.

The physical environment of the reception area also plays a significant role in reducing anxiety. Personally, I can get irritated when I go to a clinic that has commercial radio blaring or televised daytime talk shows featuring infomercials. Instead, we establish a warm, professional environment with comfortable seating, soothing colors and relaxing music to create a tranquil atmosphere that promotes relaxation. 

Proactive Communication

Uncertainty breeds anxiety. Providing clear and concise information is essential in managing expectations and alleviating patient concerns. Our reception staff have been trained to answer common questions regarding procedures, wait times and billing processes. We try to take a proactive approach in informing the patients on what they can expect for their appointment ahead of time to help them feel as prepared as possible. This is backed up by Levinson et al. (2005), where patients who received adequate information and explanations reported lower levels of anxiety and in turn greater satisfaction with their care experience. 

Reception Competence Reflects on Doctors

When you encounter a medical clinic that prioritises professionalism at reception it gives you confidence in the doctor you are seeing. On the other hand if the reception staff seem incompetent or uncaring, there is a concern that the doctor accepting this behavior or associating with the clinic may be the same. According to Thom and Hall (1999), patients rate their physician’s communication skills based on interactions with reception staff, highlighting the pivotal role of receptionists in shaping patient experiences. Furthermore, studies by the American Psychiatric Association (2013) suggest that patients’ perceptions of the clinic’s professionalism and attention to detail influence their trust in the doctor’s clinical skills and expertise. We believe that this responsibility should not be underestimated and empower our reception staff to feel invested in helping our doctors achieve good outcomes for their patients. It’s something we promote and closely monitor and review in our organisation. We believe that setting this tone is at the very core of our offering, without which anything else we do becomes redundant. 

Conclusion

We want the people who visit Robina Specialist Suites to feel like they are in good hands. Our reception team works hard to make this happen by setting the tone for the patient’s appointment through warmth, communication and professionalism. This is reinforced by the physical environment we have created. Each member of our team takes pride in contributing to a patient’s care. As a business, this is one way we can help the Exceptional Doctors we work with to deliver Exceptional Care.

References

DiMatteo, M. R., & Haskard-Zolnierek, K. B. (2009). Physician-patient communication. Medical Care, 47(8), 826-834.

Roter, D. L., Frankel, R. M., Hall, J. A., & Sluyter, D. (2006). The expression of emotion through nonverbal behavior in medical visits: mechanisms and outcomes. Journal of General Internal Medicine, 21(S1), S28-S34.

Levinson, W., Hudak, P., & Tricco, A. C. (2005). A systematic review of surgeon–patient communication: strengths and opportunities for improvement. Patient Education and Counseling, 58(3), 242-255.

Thom, D. H., & Hall, M. A. (1999). Can patients rate their physician’s communication skills? American Journal of Medical Quality, 14(4), 144-149.

American Psychiatric Association. (2013). The principles of medical ethics with annotations especially applicable to psychiatry. American Psychiatric Association.