Hospitable Healthcare: Just What the Patient Ordered!

by Stowe Shoemaker Ph.D, Peter Yesawich Ph.D

Overview

“We thought we knew what patients needed..."– Dr. James Merlino, Cleveland Clinic

Most consumers agree their service experiences with hospitals, clinics, and physicians fall well short of their service experiences with hotels, resorts, and restaurants. So, what would their experiences be like if healthcare providers served them the same way hospitality providers do?

Given that both industries share many common service touchpoints, one wonders whether healthcare service providers could adopt principles of hospitality to enhance the patient experience. The insights shared in this book reveal the answer: yes!

Rich with original survey data, examples, and interviews with widely admired hospitality and healthcare service practitioners, Hospitable Healthcare is a valuable resource guaranteed to enhance the patient experience.

The first of its kind, Hospitable Healthcare introduces healthcare providers to an original service model based on principles the hospitality industry has used to create great guest experiences: PAEER (for Prepare, Anticipate, Engage, Evaluate, Reward). The model addresses four trends impacting healthcare: more patient-directed selection of healthcare service providers; greater transparency in the pricing of healthcare services to promote competition; more direct-to-consumer marketing to attract new patients; and the growing importance of patient satisfaction when payors determine reimbursement.

As Shoemaker’s and Yesawich’s work reveals, Hospitable Healthcare is indeed just what the patient ordered!

Product Details

ISBN-13:	9781954676510
Publisher:	Indigo River Publishing
Publication date:	09/05/2023
Pages:	244
Product dimensions:	6.00(w) x 9.00(h) x 1.00(d)

About the Author

Dr. Stowe Shoemaker (PhD, Cornell University) is Dean of the William F. Harrah College of Hospitality and holds the Andrew and Peggy Cherng Dean’s Chair at the University of Nevada, Las Vegas (UNLV). He began his deanship on July 1, 2013. The College of Hospitality is currently ranked the number one hospitality program in the US and number two in the world.

From 1996 to 2020, Dr. Shoemaker served as a member of the executive education faculty at the School of Hotel Administration at Cornell University where he taught courses in strategy, service operations, strategic pricing, revenue management, strategic marketing, customer loyalty and consumer behavior.

Dr. Shoemaker has published two marketing textbooks: Marketing Leadership in Hospitality and Tourism: Strategies and Tactics for a Competitive Advantage and Marketing Essentials in Hospitality and Tourism: Foundations and Practices. He has published numerous articles and his research has won multiple awards. His Harvard Business School case study on Hilton HHonors has been used by organizations and schools around the world.

Dr. Shoemaker has served as an advisor to numerous hospitality service providers over the course of his career including IGT, British Airways, Accor, Hilton, Landry’s, and Hyatt. He has helped game developers test market new casino games (both slots and table games), developed pricing strategies for airlines, hotels and restaurants, developed programs to measure customer satisfaction, modeled the successes and failures of marketing programs, and developed segmentation strategies based on consumer motivations in the gaming, lodging and restaurant industries.

Dr. Shoemaker has applied his knowledge of hospitality to help healthcare professionals improve patient satisfaction. He held a joint appointment at MD Anderson Cancer Center from 2010 to 2012 and also worked with Memorial Healthcare Systems, Houston. In Las Vegas, Dr Shoemaker has worked with Mountain View Hospital and is currently introducing hospitality principles to the curriculum of the new UNLV College of Medicine. His research in the healthcare field has appeared in the Journal of the American College of Radiology.

Peter C. Yesawich is Chairman of Hospitable Healthcare Partners, LLC, and Vice Chairman, Emeritus of MMGY Global. Hospitable Healthcare Partners, LLC, is a marketing consultancy serving hospitality and healthcare industry clients. MMGY Global is America’s leading marketing communications company serving hospitality and leisure industry clients, and renowned for its strategic thinking, breakthrough creativity, and innovation in marketing practice.

Yesawich has contributed to the development of marketing programs for some of the industry’s most popular brands and destinations including Fairmont Hotels & Resorts, Hilton International, The Leading Hotels of the World, Atlantis, Baha Mar, The Breakers, The Broadmoor, CanyonRanch, Sandals Resorts, Sensei, Wynn Las Vegas, Interval International, Marriott Vacation Club International, Bahamas Ministry of Tourism, Bermuda Tourist Board, Mexico Tourism Board, Disney Parks & Resorts, Universal Studios, the U.S. Olympic Committee, and .travel.

From 2010 to 2020, Yesawich served as Chief Growth Officer (CGO) of Cancer Treatment Centers of America® (CTCA), a national network of specialty hospitals and outpatient clinics treating adults diagnosed with complex or advanced-stage cancer. CTCA became the most recognized and admired national cancer care provider in the U.S. and third most positively perceived hospital system in the country during his tenure as CGO.

Yesawich has been a frequent commentator on marketing trends in The New York Times, Los Angeles Times, Wall Street Journal, USA TODAY, Time, Newsweek, on the CNN, CNBC, MSNBC, and BBC World television networks, and on National Public Radio (npr).

Yesawich received the World Travel Award from the American Association of Travel Editors, the Albert E. Koehl Award from the Hospitality Sales & Marketing Association International (HSMAI), the Silver Medal from the American Advertising Federation, and the Spirit of Hospitality Award from the Destination Marketing Association International (DMAI). He is a former Visiting Associate Professor at Cornell University and member of the board of directors of the Travel Industry Association of America. A frequent contributor to trade and professional journals, he is co-author of Marketing Leadership in Hospitality and Tourism, and Hospitable Healthcare: Just What the Patient Ordered!

Yesawich received B.S., M.S., and Ph.D. degrees from Cornell, with postgraduate studies at Yale and Stanford.

Editorial Reviews

"...an absolute game-changer that gives you the insight for taking the concepts of hospitality and applying them to your healthcare organization. Drs. Shoemaker and Yesawich are two of the industry’s preeminent thought leaders on how hospitality service theory can be successfully applied to the healthcare industry. Their practical and straightforward principles for constructing caring experiences for patients is nothing short of brilliant. That's why Hospitable Healthcare is so important. It steps in to fill this gap." — Lisa Young, PhD, Driehaus College of Business, DePaul University

“Hospitable Healthcare: Just What the Patient Ordered! can serve as a standard text for those involved in healthcare administration. By first describing the gaps in satisfaction between the hospitality industry and healthcare settings, the authors take the reader through several solutions to lessen the gap between the appreciated hospitality industry and the often disappointing healthcare sector. Shoemaker and Yesawich back their recommendations with research and expert advice from leaders in the provision of hospitality and those in care delivery. The teaching points are something that every leader in healthcare can employ in their administrative work. Developing patient loyalty by providing an excellent patient experience is described as a fundamental aspiration in healthcare with a lifetime of financial and reputational dividends.

This work will stand as a “go-to” reference for years to come and is highly recommended.” – Greg F. Burke, MD FACP, Chief Patient Experience Officer, Geisinger Health System

“I am thoroughly impressed. What stands out in this book is the depth of research and real-world examples that make the concepts relatable and easy to understand. The chapters on patient psychology and creating a welcoming environment are particularly enlightening. They offer insights into how small changes in approach and attitude can significantly impact patient satisfaction and outcomes. The authors’ emphasis on empathy, communication, and personalized care aligns perfectly with the evolving needs of patients in the modern healthcare landscape.

Moreover, the book is well-organized and engaging, making it accessible to readers with varying levels of expertise in healthcare. It's not just an academic read; it's a compelling narrative that resonates with anyone who cares about enhancing the patient experience.” – Anna Mattila, Penn State University

“This authoritative book, written by two renowned experts in the hospitality industry, proves empirically and beyond any doubt that the healthcare system in the USA suffers from a malady of low patient satisfaction, as compared to other major industries, and urgently needs to be modified and restructured. The authors make the case that by infusing the culture of hospitality into the healthcare system the healthcare industry will become more patient-oriented, and patients will be happier, healthier, and more satisfied. The book is a must-read for every clinician and administrator in the healthcare industry.” – Abraham Pizam, Ph.D., Endowed Professor and Founding Dean, Rosen College of Hospitality Management, University of Central Florida



“It is an interesting observation that despite the recognized relevance of the quality of interactions between healthcare providers and patients in the process of optimizing clinical outcomes, historically there has been limited attention paid to meaningful efforts to measure and ultimately continually improve those interactions. In their most provocative book, Hospitable Healthcare, Drs. Shoemaker and Yesawich suggest healthcare organizations potentially have much to learn from the hospitality industry in this arena. The authors are careful to acknowledge critically important differences between the two areas, including the regulatory environment and in most settings the models of payment. Considerable thought has been put into the specific arguments presented and examples provided. I highly recommend this excellent book for administrative leaders and individual providers interested in, and responsible for, creating a hospitable healthcare environment.” – Maurie Markman, MD., President, Medicine & Science, CTCA City of Hope

“The experience patients have when receiving healthcare, not just the clinical outcome, is an important determinant of their assessment of the quality of care they receive. People ask three things of their healthcare providers, in addition to a good clinical outcome: 1) ‘Listen to me,’ 2) ‘Communicate clearly in a manner I can understand,’ and 3) ‘Treat me with dignity and respect.’” – Dr. Jason Wolf, The Beryl Institute

“It seemed like the right thing to do for both our clinical and administrative teams. If there was a failure in communication, a delay in getting back to you with your results, a long wait in the emergency room and nobody checked to see how you were doing, your room was too cold, the food was late, the nurse was rude, the physician said something that was very hurtful or egregious, or any number of things that would diminish your trust in the experience, we would offer a refund.” – Dr. Greg Burke, Geisinger Health System

“Bringing hospitality principles into the Diagnostic Imaging Division at MD Anderson Cancer Center not only helped improve patient satisfaction in Imaging, it was the catalyst that helped launch our entire Service Excellence campaign.” – Dr. Marshall Hicks, MD Anderson Cancer Center

From the Publisher