Feedback System in Healthcare: The Why, What and How

Naveen R. Gowda, Abhinav Wankar, Sanjay Kumar Arya, H. Vikas, Nayana Kollalackal Narayanan and C. P. Linto

International Journal of Marketing Studies, 2020, vol. 12, issue 1, 52

Abstract: Background- A lively, dynamic and interactive feedback system that can connect all the stakeholders and engage them in a sustainable loop of seamless information flow is quintessential for any organization with significant public interface. It is important to balance the asymmetry in the patient doctor relationship and empower the patients. Methodology- In this regard, process mapping of existing system was done. Ethnographic methods were used with triangulation of data for validity. Three key bottlenecks were identified; the system to collect feedback, the feedback form itself and the overall mindset about the feedback system. A de novo, systematic approach akin to the PDSA (Plan-Do-Study-Act) steps in quality improvement was adopted to create a new feedback system and its continuous incremental improvements thereon. Results- Short, attractive form with interactive emoticons graded over a likert scale was created and made accessible through standalone kiosks across the institute. Key attention to ease of access, minimizing the number of clicks, removing human interface and providing SMS/E-mail acknowledgement to feedbacks have all contributed to sustainability of the new system with consistently high turn-out/participation. Conclusion- Designing a customized, hospital specific feedback system rooted more in the experiences on ground is more sustainable and reliable rather than standardized surveys. The same has been reiterated in literature. They can also be used to assess the impact of new interventions. Robust feedback systems can be envisioned as part of accreditation and continuous quality improvement.

Date: 2020
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