OR Manager - June 2020 - 4

Pandemic has altered perceptions of healthcare industry
OR Manager Conference
lthough COVID-19 cases are still
emerging in many parts of the
country, some businesses have
reopened and some elective procedures
are once again being performed.
Many events that did not take place
in the spring will be held in the fall,
including the annual OR Manager Conference,
September 30 to October 2 in
Las Vegas. Now that the pandemic has
turned the industry on its head, Ryan
Donohue's keynote address is particularly
apt. He will discuss " Healthcare vs
The World: The Future of Healthcare in a
Consumerism World, " on October 1.
Donohue is the corporate director
of program development with National
Research Corporation (NRC), the largest
surveyor of healthcare consumers in the
US. For the past 15 years, he has led
a monthly syndicated survey of populations
from across the nation.
A
Changing perspectives
Ryan
Donohue
OR Manager spoke to
Donohue in early April,
when NRC had just conducted
a survey of
2,000 US consumers to
assess their perspectives
on COVID-19. Preliminary
results were
somewhat surprising,
he said-but also promising.
In response to the question, " Are
you likely or very likely to contract
COVID-19? " only 15% of Americans said
" yes, " he notes.
A total of 42% of respondents said
they felt the US healthcare system
is equipped to handle the outbreak.
Yet 31% said they feel more positively
about healthcare than before the pandemic,
and they believe healthcare organizations
are doing their best to keep
patients safe.
Donohue sees this as a boon for the
industry: " My recent research has indicated
people have a very negative view
of healthcare-it's expensive, insurance
is lacking, and they don't want to seek
medical treatment. Now we see this
4
OR Manager | June 2020
positive aura around healthcare workers
who in many cases are risking their
lives to treat COVID-19 patients, " he
says. " I think people will no longer take
healthcare for granted and will see the
heroism of healthcare workers. "
Donohue's projections were borne
out in mid-April, when an Advisory Board
web conference explored the impact of
COVID-19 on the healthcare industry. Included
in the presentation was a survey
question asking whether the US healthcare
system is in a state of crisis, has
major problems, has minor problems, or
does not have any problems.
A total of 63% of
respondents
(n = 1,015 adults in all 50 states) said
they perceive it as being in a state of
crisis vs just 37% who believe it has
only minor problems or no problems.
However, 65% of respondents said they
have a more positive view of hospitals
and health systems because of their
response to the crisis, and 88% said
they approve of how health systems are
responding to the crisis. Similarly, 68%
said they have a more positive view of
healthcare providers.
In addition to a more positive perception
of healthcare workers, Donohue projects
some potentially other beneficial
outcomes from the COVID-19 experience.
" I believe consumers will focus more
on their health than ever before. People
will take the flu more seriously and consider
their health more of a precious
resource, " he says. He expects healthcare
consumers to become better informed
and more proactive, which will
make it easier to manage expectations.
" Healthcare providers may emerge
stronger, and those receiving care will
pay more attention to receiving care and
be better patients, " he adds.
Building bonds
Other healthcare industry leaders share
Donohue's optimism.
" Systems that demonstrate the impact
of recognition, where patients and
families can leave real-time recognition
and feedback for their care team, are
showing very real increases in staff morale, "
David Shulkin, MD, FACP, Ninth
Secretary, US Department of Veteran
Affairs, told Beckers Hospital Report. " It
is important for staff to be recognized
for their valiant efforts during times
of crisis, such as responding to this
current pandemic. How our staff are
treated and supported during a pandemic
can have a big impact on our
workforce and ultimately on patients. "
Donohue reaches a similar conclusion:
" I think the 'halo effect' will help
hospitals build a new bond with the community, "
he says. " People are looking to
local hospitals as the experts. If healthcare
workers are lauded as heroes, I
think consumers will consider them more
valuable than in the past. Trust and
respect will increase because of what
healthcare workers have done in this
crisis. People will always remember physicians
and nurses who worked 20-hour
shifts, ran out of masks, and risked their
own safety to care for others. "
Forging a new path
COVID-19 is shaping the future of
healthcare in a multitude of ways, and
much will change between now and
September. Donohue will continue to
conduct research and will share his latest
findings at the conference.
Don't miss this opportunity to see
where the industry is headed and learn
what you can do to lead successfully in
this ever-changing environment.
For more information or to register,
visit www.ormanagerconference.com. ✥
-Elizabeth Wood
References
https://www.advisory.com/-/
media/Advisory-com/Research/
HCAB/Events/Webconference/2020/041620_HCAB.pdf.
Shulkin
D. How healthcare workers will
respond to Coronavirus depends on
us. Beckers Hospital Review. April
2, 2020. https://www.beckershospitalreview.com/how-healthcareworkers-will-respond-to-coronavirusdepends-on-us.html.
www.ormanager.com

http://www.ormanagerconference.com https://www.advisory.com/-/ https://www.beckershos http://www.pitalreview.com/how-healthcare http://www.ormanager.com

OR Manager - June 2020

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