1. EUROP ASSISTANCE GLOBAL CORPORATE SOLUTIONS WEBINAR SERIES - PATIENT CENTRIC HEALTHCARE
APRIL 2015
Presented by Dr. Joseph M. Nicholson III, Corporate SVP & National
Medical Director of the Cancer Treatment Centers of America,
the webinar explored the importance and benefits of the new
paradigm in healthcare programs, Patient Centric Healthcare,
where the patient plays an active and engaged role in their
treatment.
While putting focus on a patient during a healthcare treatment
program seems natural enough, Dr. Nicholson explained that
true patient centric treatment goes beyond that. Patient Centric
Healthcare creates a program where the patient is at the center
of everything that happens during the entire treatment process.
It takes into account both medical and non-medical issues,
ensuring patients are engaged, informed, supported, and most
importantly, are part of the decision making process in every
aspect of their healthcare.
DEFINING PATIENT CENTRIC CARE
When it comes to defining what patient centric care is, Dr.
Nicholson likes to use the definition as supplied by the Institute of
Medicine, IOM, an independent, nonprofit organization that works
outside of government to provide unbiased and authoritative
advice to decision makers and the public.
In past studies, the IOM have identified patient centeredness
as an essential foundation for quality and patient safety in
the healthcare field, and they define patient-centered care as:
‘Providing care that is respectful of and responsive to individual
patient preferences, needs, and values, and ensuring that
patient’s values guide all clinical decisions.’
“I think that is about a clear definition as you can have,” he added.
EVOLUTION
According to Dr. Nicholson, the patient-centered paradigm is quite
a shift from the more historical, what some would call a physician-
centered paradigm, where the only job of the patient was to
listen to, and then do, whatever the doctor said. No questions,
no input, no opinions. Ideas or discussions about alternative
medicines were not welcome in this model.
“Thank god that paradigm is rapidly changing,” said Dr. Nicholson.
The doctor added that today patients want personal relationships
with their doctors. They like two-way communication, via
face-to-face, phone, email, text, and other avenues. Patients
want the doctor to respect and acknowledge their intelligence,
and empower them to make informed decisions about their
IT
MATTERED
TO THAT
ONE
EA Global Corporate Solutions’ new
healthcare focused webinar series started
this month, with the inaugural episode
focusing on Patient Centric Healthcare.
The following is a summary of some of the information presented
at the webinar, to see the entire presentation, please go to:
attendee.gotowebinar.com/recording/2347569841227706113

2. EUROP ASSISTANCE GLOBAL CORPORATE SOLUTIONS WEBINAR SERIES - PATIENT CENTRIC HEALTHCARE
APRIL 2015
treatment. Empathy is also highly valued by the patient.
“Patients would really like to have a clinician that cares about
what is happening to them. And clinicians that are able to
communicate in that regard are usually ahead of those who
cannot,” he said.
Meeting the needs and addressing the values of today’s patients
is what patient centric healthcare is all about. But how does a
provider deliver on it?
Dr. Nicholson provided some solutions for webinar attendees to
consider. It, of course, all starts with the patient.
“Think about what activities touch the patient and is there a way
to integrate the patient into that decision making moment?” he
asked.
Some of his other solutions include:
• Coordinating the care across functions and specialties.
• Create cross-functional care teams that meet face-to-face
to discuss patient treatment. Using cancer treatment as
an example, there can be radiation oncologist, a medical
oncologist, plastic surgeon, general surgeon, and physical
therapist, all at the table at once discussing a patient’s care.
“When you have that type of dynamic happening - I just don’t
think (it), the data clearly supports (it) - your outcomes are better
and patient satisfaction goes up,” said Dr. Nicholson.
ACCELERATING THE CARE PROCESS
A typical medical care process can take up to 20 to 30 days. A
properly coordinated, patient centered process can cut that time
down to 12 days, from diagnosis to treatment.
“Anything that can shorten that care process cycle not only helps
the patient emotionally and physically, but in a diagnosis like
cancer, time is your enemy for sure,” he said.
Benchmarking against nationally recognized best practices
This helps keep the patient centric program on track and
constantly improving. Measures can include everything from
patients’ experiences and waiting room times, to the time it takes
to receive laboratory results, and other treatment related issues.
As Dr. Nicholson points out, “You certainly cannot manage what
you don’t measure.”
EMPATHY
“Think about the power of empathy and patient empowerment,”
says the doctor.
Along with involving the patient in the decision making process,
empathy can include considerations such as cultural sensitivity,
providing end of life managers, and offering survivor programs
and even the occasional hug.
To illustrate the patient centric model at work, Doctor Nicholson
drew upon his own experience at the Cancer Treatment Centers
of America.
“We put the patient right in the middle and wrap tightly around
them a clinical nurse, a medical oncologist, and a naturopathic
oncology provider to help us manage those alternative
complimentary elements,” he said.
Also part of this tight inner circle is a registered dietitian to
ensure proper nutrition and a nurse care manger to help the
patient throughout the entire treatment process. The inner circle
is only the beginning, as specialists such as acupuncturists,
pain management experts, internal medicine practitioners and
many other healthcare professionals can all become part of the
patient’s bigger circle as treatment expands. A diagram of the
patient centered model is below.
"Think about the
power of empathy
and patient
empowerment
"

3. EUROP ASSISTANCE GLOBAL CORPORATE SOLUTIONS WEBINAR SERIES - PATIENT CENTRIC HEALTHCARE
APRIL 2015
Dr. Nicholson also added that as part of increasing patient
involvement in decision-making, The Cancer Treatment Centers
of America involve patients in board meetings and focus groups
where their feedback, good or bad, is sought. Even patient input
into building design and clinic flow is solicited.
“By staying tightly connected with the patient experience, I think
it does better inform what kind of an organization we become
tomorrow.”
THE NON-MEDICAL ASPECTS OF PATIENT FIRST
Non-medical issues can also be part of the patient first approach.
Helping patients with areas such as travel assistance, medical
records collection, nutritional support, physical rehab, language
barriers, cultural sensitivity and spiritual needs are all part
of a patient centric healthcare program. He also pointed out
that engaging the patient also includes involving the patient’s
caregiver in many of the treatment discussions.
“Engaging the caregiver matters,” he added.
Patient centric healthcare is having a large impact on how
treatment programs are designed and delivered today. As more
healthcare professionals embrace this growing paradigm, it is
important to understand the best practices and how they can
be applied to your own operations. The webinar goes into much
more detail than what is covered here, and you are invited to
watch a recording of it to get the full story. To view a recording of
the webinar, please go to:
attendee.gotowebinar.com/recording/2347569841227706113
"Engaging the
caregiver matters
"