Marianne L. Weber, AIA, NCARB Project Manager E. Lynn App Architects Incorporated Englewood, Ohio Richard J. Schuster, MD, FACP Director of Primary Care Education Associate Program Director Department of Internal Medicine Sycamore Primary Care Group Miamisburg, Ohio

In order to succeed in today’s health-care market, organizations must not underestimate the consumer. Proactive consumers are demanding quality, convenience, and value. As a result, customer satisfaction has become the new focus of healthcare delivery.

Consumers no longer find acceptable the status quo patient-physician interaction. Traditionally, the patients felt demeaned and anxious, with no sense of control over their environment. By turning the visit to the physician’s office into a more positive experience where the customer has a sense of control, the clinical outcomes have a better chance of improving.

At the newly opened Sycamore Primary Care Center, in Miamisburg Ohio, customer service issues were central to the operational and architectural design decisions. The intent was to create an environment that would promote greater consumer involvement and interest in their own care through positive interactions.

The waiting experience, traditionally undesirable, is intended to be unique and interesting, thereby reducing anxiety. In lieu of a traditional waiting room, an activity area was created which has many amenities that provide positive distractions. There is shopping in the Apothecary, a Playroom for the children, outdoor seating, big screen TVs, and reading material. In addition, there are amenities geared toward consumer education. There are computer kiosks, desktop computers, lap top connection sites, and VCRs.

Consumers can take advantage of these amenities while waiting because they are notified by pager that the clinical staff is ready to see them.

With increased competition in the marketplace healthcare organizations must address customer demands or face losing market share. It is no longer sufficient to compete on price and quality alone.

Photos/Plans

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