Perceptions of an outdated video system and how to circumvent them with updated technology

Industries place a premium on brand perception, from retail to professional services. Healthcare is almost there; however, the industry still has room to make significant improvements. There may be elements of your facility that are going unnoticed that could cause patients and their loved ones to leave with a negative opinion of your organization.

Consider the negative perceptions patients may form based on an obsolete entertainment system.

1: Other Equipment Is Also Archaic

Matthew Chitwood, president of PIVIUM, Inc., cites the story of a survey that was done by a Scandinavian airline in which customers were presented with either a clean and pristine tray table, or one with a coffee stain on it. Customers who saw the coffee stain had a much lower opinion of the airline and its attention to detail in all facets – maintenance, timeliness, and service – in comparison with those who saw a clean tray table.

In short, an outdated television system or monitor sends a message that other equipment may also be similarly antiquated.

2: The Facility Will Cut Corners

In the same Scandinavian airline example, the customers’ perceptions didn’t just stop at doubting the quality of the maintenance of the plane, but it also extended to other factors. Outdated systems can suggest that a facility will look to cut costs in other areas, such as in hiring less desirable candidates, maintaining equipment, or not adhering to standard procedures.

3: The Facility Doesn’t Care About The Patient Experience

Matthew points out that many healthcare facilities have recently spent a lot of time and resources to reduce wait times, particularly for emergency rooms. However, the reality is patients are going to have to wait for at least a short period of time, and in the vast majority of circumstances, they are not happy about being there.

“You’re scared, you’re cold, you’re in pain, and oftentimes, you get into that room, and it’s just you and that TV,” Matthew explains. “If that TV is dirty, grimy and old, and if a patient turns it on and the audio doesn’t work, if it cuts in and out, or if the signal is bad, it sends a negative message to them.”

If you’re practicing the theory of supportive design, you have the opportunity to immediately engage the patient in the waiting room. If they have been provided a device that’s outdated and doesn’t have a lot of channels, it may only enhance the negative feelings they have, and it certainly will influence unfavorable perceptions about the organization and the quality of care they’ll receive. “We hear comments all the time about how important the waiting experience is,” adds Matthew.

Viable Replacements And Things To Consider

The good news is that it can be an easy fix. “It’s as simple as updating your systems to some recent technology, such as flat screen technology,” recommends Matt.

He also suggests paying attention to signal quality. Many healthcare facilities are still distributing content in standard definition, not in a high definition. When a patient is used to high definition in their living room, seeing standard definition in a medical facility can send a bad message. Matt adds, “It brings you back to the 80s with rabbit ears”.

Essentially, what we suggest is considering the first impression your facility wants to make, and then align the appropriate technology with those goals.