Leaning-In During A Crisis

Stacy Sprouse

Vice President of Sales

 

Stacy Sprouse, Vice President of Sales

The continued risks and uncertainty of COVID-19 are wreaking havoc on many organizations. The decisions we make today, next week and even next month will have far-reaching impact. In my view, the highest priority is the health and safety of everyone. Clinics and hospitals are temporarily shut down or requiring employees to work from home, experimenting with new communication techniques, or taking whatever actions are available in order to operate.

Our customers, clinics with doctors, nurses, techs, therapists, and administrative staff, are struggling to continue seeing patients and in some cases keep their doors open.  Our sales team is  reaching out wherever possible. Now, more than ever, they are leaning in and treating our customers as part of our extended family.

We have all had to cancel or postpone appointments and meetings in recent weeks, with a hazy view of how future safety guidelines may impact how we engage and serve. While appointments and meetings may have gone away, patients experiencing life-threatening cardiovascular conditions have not. Bringing at-risk patients into a clinic and risking possible exposure is daunting both for the patient and healthcare provider. In some cases, canceling a meeting, especially large group in-services, is absolutely the right thing to do. But I also applaud the clinics that are innovating ways to continue providing quality patient care. Many clinics are looking at hybrid methods of communicating with patients, including telehealth for the very first time.

Before a clinic considers cutting costs and people, consider the long-term impact of the decision. If what you cut in expenses impacts quality and patient experience, you’re making cuts in the wrong place and it will be noticed by your patients. It won’t be easy, but good leaders will find ways to innovate and provide the same quality care from a different point of service.

The medical device industry is contemplating the same issues.  Instead of cutting our way to profitability, Cardiac Insight is ramping up our customer service and the product experience. Since its launch in 2017, the Cardea SOLO ECG System was designed to be a complete in-office arrhythmia detection and diagnostic system. While that is the main use model, we realize patient visits to a clinic during the COVID-19 pandemic are not feasible. Thus, the Cardea SOLO Heart@Home ECG Test Kit was created to make a Cardea SOLO wearable ECG Sensor available for patient in-home application. For existing and future customers, it’s about listening well and taking care of people wherever they are in their needs stage. With this approach, both Cardiac Insight and the providers we serve will be in a better position for future success together.

Cardiac Insight is increasing our customer service capacity and using virtual tools to support our customers on a daily basis.  Our entire organization is outfitted with common tools like FaceTime, Zoom, Google Hangouts Meet, etc. We are leaning into our customers’ organization to ensure they have the training, resources, and confidence to provide the highest quality patient care and experience in the new world of virtual healthcare.  We’re in this together, through thick and thin.

With great implementation, our customers and patients shouldn’t notice an interruption in care.  The difference will be where and how service is provided. We all need to intensify our efforts to ensure we deliver the best customer and patient experience. Unfortunately, some other organizations will make the mistake of cutting in the wrong places, and as a result, customers (and patients) will feel the metaphorical pain.

With great implementation, the patient will notice and start to compare you to others in your industry. You’ll have the advantage. The relationship you carefully built will carry past this pandemic. The new, different, and virtual healthcare experience option will strengthen your relationship with your patient/customer. When things return to the “new normal,” together we will have created a stronger, happier, and more productive healthcare environment for all.