Luncheon Keynote Address: Dr. Bradford Berk, CEO of University of Rochester Medical Center

1. DR. BRAD BERK
CEO
University of Rochester
Medical Center

2. “Understanding the Patient
as the Patient and Clinician”
Bradford C. Berk, MD, PhD
September 25, 2012
MedTech 2012 Annual Conference

3. Back to work

4. Thanksgiving 2009

5. I’ve learned what’s important
• Treating patients and families with dignity and
respect
• Showing compassion and attentiveness
• Valuing the patient and family
as an integral part of the
health care team
• Listening to our patients
and their families

6. Mission Statement
Using Education, Science and Technology to Improve Health

7. The healing power of touch
 Compassion – We need to show we care
 Attentiveness – We need to pay attention to
show we care

8. My personal experiences:
• as a leader,
• a care provider and
• a patient

9. Patient and Family Centered Care (PFCC)
A set of principles and values
that when implemented
successfully
improve quality,
safety, and long-term
outcome. In addition, data
shows improvement in
patient, family, care provider,
and staff satisfaction.

10. Transforming a culture
Patients and families are repeatedly telling us we need
to do better in these areas:
• Response to your concerns/complaints
• Staff addressed your emotional needs
• Staff included you in decisions regarding treatment
• Nurses and Physicians kept you informed
• Staff worked together to care for you
• Time physician spent with you
Communication, Compassion and Attentiveness are Critical

11. URMC components of PFCC
Safety Courage
Patient and
Family-
Centered
Care
Quality Caring

12. Creating value enhances PFCC
 Create Value (Quality/Cost) by implementing
LEAN process improvement strategy
 Eliminate waste in our system without diminishing
the patient experience
• remove extra steps in patient flow
• simplify operational processes
• eradicate duplicate and unnecessary
paperwork
results in better patient and staff satisfaction
 Utilize LEAN approach to help create a patient and
family-centered care culture

13. Building a PFCC Culture
Areas of Focus:
• Facility
• Medical Advances
• Information Technology
• Delivery of Care
• People

14. Facility
PFCC requires a comfortable supportive environment
 private rooms with family
sleeping spaces
 atmosphere that promotes healing
• Cancer Center Expansion
• New Children’s Hospital
• Upgrade of Current Facilities

15. Information Technology
eRecord will promote PFCC
 provides immediate and more thorough understanding
 provides improved communication among providers
 can identify high-risk patients to ensure comprehensive care plan
and enhanced communication
 can encourage attentiveness and compassion
o i.e. electronic sticky notes can enhance patient and provider’s bond by
reminding care providers to engage in topics most important to patient
“I am very sorry to know that you recently lost a loved one”
“I understand you are anxious to return home to care for your cat”

16. Transforming the way we Deliver Care
 encourage patient/ family involvement
 promote practices to improve patient/family
and provider communication (i.e. rounding
and shift change at the bedside)
 breakdown silos – enhance communication
among providers and multidisciplinary care
teams
 develop specialized Hospitalists to promote
efficient, but compassionate care
 shift from episodic approach to care to full
continuum of care
 advanced medical homes

17. People are the most important part of PFCC
Train all medical staff and employees to be respectful
and offer compassion
• How we communicate determines
how effectively we convey
compassion and attentiveness
• We need to convey to our patients
compassion and attentiveness by
communicating about things that
matter to them
• The healing power of touch

18. Caring for the caregivers
Our employees need to feel cared for
to provide patient/family-
centered care
Staff need to be:
 treated with respect
 supported
 empowered
 recognized

19. PFCC across URMC delivery system
Patient and Family Members
URMC PFCC Steering Committee
SMH Highland VNS Highlands Highlands
at Brighton at Pittsford
GCHAS

20. Creating an ICARE Culture
Integrity - Compassion - Accountability - Respect - Excellence

21. Patient Satisfaction on the Rise
Strong Memorial Hospital

22. Our Patients are Seeing a Difference
Percentile Rank – as compared to UHC Academic Medical Centers

23. Scores Rising Across URMC
Press Ganey Patient Satisfaction Scores
Highland Hospital

24. Benefits of Higher Workforce
Commitment
Morehead defines Workforce Commitment as…
•Demonstrating energy and enthusiasm for one’s job
•Loyalty to the organization – greater likelihood to stay employed
•Pride in the organization and willingness to recommend the organization as a
place to work and to receive care
•Greater overall satisfaction
The Benefits are…
• More satisfied patients
• Improved productivity
• Increased cultural commitment
• Higher quality outcomes
• Stronger financial performance
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• More positive image in the community

25. Organizational Workforce Commitment
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26. “I’ve learned that people
will forget what you said,
people will forget what you did,
but people will never forget
how you made them feel.”
- Maya Angelou

27. Thank You