Getting the Experience Right When it Matters Most
This story and conversations are exactly as they transpired during a real-life healthcare experience for Merit Create’s co-founder, Ashley Conger. This message is for ANY individual who has the ability to impact how consumers receive care.
How we show up matters.
A few years ago, I received a message in my health portal. I wasn’t concerned as I regularly get communication about upcoming appointments, etc.
However, when I logged in, I was surprised to see a message from the breast health center stating that my annual mammogram was abnormal, and that I needed to schedule follow-up imaging.
I had always been told that if a test result wasn’t routine, I’d hear directly from my doctor first via phone.
I immediately called the number provided in the message to schedule a follow-up.
Me: “Hi, I just received a notice that my mammogram was abnormal and to call and schedule some additional imaging.”
Breast health center: “Our first available appointment is on <date and time 3 months from then.>”
Me: “Hmm. Should I wait that long for follow-up imaging if I had abnormal results from my first mammogram?”
Breast health center: “Well, that is the soonest we can get you in.”
Me: “Should I try a different location?”
Breast health center: “This is central scheduling. I am looking at all locations. Would you like this appointment slot?”
Me: “Do you think it is safe to wait that long?”’
Breast health center: “If you had cancer, they would bring you back in immediately. Usually within a week.”
Me: “OK. I will take that appointment. In the meantime, is there a cancellation list that I get in for a sooner appointment?”
Breast health center: “No we don’t do that but you can call every morning around 9:30am and see if there are any cancellations.”
Me: “Uh, ok…”
I was busy. I did not call every morning or any morning to try to get in sooner.
Fast forward to the week of the appointment, I received a message in my portal with a reminder. I confirmed via the portal.
I received an email with a reminder. I confirmed via email.
I received a reminder text. I confirmed via text.
The day before, I received a reminder phone call. I confirmed.
The morning of, as I am walking my dog and preparing for the day ahead, I receive a call from the breast center.
Breast health center: “You have an imaging appointment scheduled for later today.”
Me: “Yes, I have confirmed multiple times.”
Breast health center: “You can’t come to this appointment.”
Me: “I’m sorry, what?”
Breast health center: “This is follow-up imaging from your initial mammogram. Your doctor has to order these images and when that happens, we call your to schedule. You called us and your doctor hasn’t placed any orders so we can’t see you.”
Me: “I am confused. I received a message from my doctor in my portal saying I had an abnormal mammogram and to call this number and schedule a follow-up. I did that. I waited three entire months for this visit. And you have contacted me four separate times to confirm and now it is the day of and you are saying I can’t come in?”
Breast health center: “I don’t know about all of that. I just know we have to have orders from the doctor to do this imaging and we don’t have them. We are canceling your appointment and you will need to call your doctor and have orders placed if you want additional imaging.”
Me: “I don’t want additional imaging. I was told I need it due to abnormal results.”
Breast health center: “Well, we can’t help you. Call your doctor.” CLICK.
Deep breaths. Deep breaths.
I called my best friend to vent for 10 minutes. I vent to coworkers on the first call of the day. More deep breaths.
Call a different medical group affiliated with my OBGYN. Explain the situation and ask what to do.
Other breast health center: “What an awful thing for you to have to go through. Right now, the first available appointment we have is in 3 weeks. I am going to get you on the schedule for that day. Then I am going to hang up and call your doctor and get the orders placed. Then I am going to put you at the top of the cancellation list and call you the minute I have an opening. And don’t worry. If a day and time comes open and you can’t make it, I will keep you on the list and we will keep trying.”
Me: “Wow, I can’t thank you enough.”
Other breast health center: “Not a problem, sweetie. We will get you sorted.”
Three days later, I was having the follow-up images. Thankfully, my story has a much happier ending than 260,000women in the U.S. per year. These statistics, along with so many women who share their own stories, are my inspiration to stay on top of breast health.
As a result of that experience, I have never (and will never) go back to that original medical group. After 25 YEARS as a patient, I switched primary care doctor, specialty doctors, and of course, breast health centers.
I was proactive in having my initial exam. I was persistent and determined to get a follow-up. I am educated and by all standards, privileged. I have time, means, and access to resources that help me take care of my health.
What if that experience happened to someone who has to take unpaid time off of work, use public transportation or find a ride to the facility to get care?
What if they didn’t have a portal to even get the results since the doctor didn’t bother to call?
What if they got through ALL of the initial hurdles and the additional barriers simply made it too hard to get the follow-up?
Would everything be OK? Would that person be as persistent despite the frustrating barriers?
Are we really willing to take that risk with our mothers, daughters, sisters, aunts, and besties?
Healthcare organizations: you can invest in technology, you can promote awareness, and you can even mean well.
If you don’t get the experience right, IT WILL NOT MATTER.
We are passionate about helping organizations better understand consumer experience and connect meaningfully across all touch points so that more stories have happy endings.