Technology Can Drive Personal Connections

Hospitals have spent many years and millions of dollars competing in a technology ‘arms race’ in an attempt to differentiate themselves in their market. But how many patients really keep track of which hospital has what piece of equipment, and select providers accordingly? Do physicians really base their referrals on which community hospital has a 264-slice CT Scan or is it more likely that referrals are based on where they have personal relationships with other providers and how they’re treated as individuals?

Yesterday I was reminded once again how technology can be used to improve and solidify the emotional relationship between individuals and organizations. I had to call Southwest Airlines to cancel a flight reservation. I initially encountered the dreaded voice automated system, but then I heard something so surprising – not only did Southwest’s system tell me that the wait time for an operator would be 10-13 minutes, but that if I left my phone number they would call me back when an operator was available. I felt so acknowledged! Respected! Appreciated!

The first thing I did upon hanging up the phone was to call 2 other people to tell them how fabulous this service was. When I did speak to the Southwest operator (within 10 minutes, as promised), I was offered a refund or a credit. Despite not needing it, I almost took the credit, just to demonstrate my loyalty and gratitude.

Providers should remember that technology doesn’t just have the potential to produce health quality outcomes, but a tool to produce good will and loyalty that the patients themselves will promote to their network of family and friends. It is just one example of how technology can facilitate patient-centered care transformation