Doctor to oversee hospital experience

Evaluating patient satisfaction is becoming more common, and this year, hospitals must submit data for CMS.

By Beth Wilson, AMNews contributor. Jan. 7, 2008.

In a move that hospital industry leaders say reflects a growing movement toward patient- and family-centered care, the Cleveland Clinic recently named M. Bridget Duffy, MD, its chief experience officer.

The position, which at its heart focuses on and works to improve patient experiences, has been more prevalent in the business world in recent years. Going by the acronym CXO, the position's focus is to improve customer service. In her new position, Dr. Duffy will lead several patient- and employee-centered initiatives, including creating patient advisory councils, mapping patient and employee experience and appointing "health navigators" to guide patients through their hospital stays.

The Cleveland Clinic, with locations in Ohio and Florida, is likely the first hospital to create such a position, said Rick Wade, senior vice president for the American Hospital Assn. But he noted that other hospitals are taking steps to improve patient experience by hiring consultants and following the Planetree model, pioneered by the Derby Conn.-based nonprofit organization of the same name, which emphasizes whole-patient care, including nutrition, massage, empowerment and spirituality.

"They may be the first to give it that name," Wade said of the Cleveland Clinic. "There has been a trend in recent years to look at it [health services] from the patient experience and to lessen the stress and frustration of patients and family."

The Cleveland Clinic appointment is notable because of the position's stature, he said. Dr. Duffy reports to the hospital's chief of staff, Joseph Hahn, MD, who, in turn, reports to the clinic's CEO, Delos M. "Toby" Cosgrove, MD.