My husband severely lacerated his thumb this week, including tendon involvement. What began with an urgent care visit quickly turned into a trip to the Emergency Department and treatment by a hand surgeon.

The clinical care was excellent.

But one part of the experience really stood out to us.

While the surgeon was actively suturing his thumb, administrative staff came into the treatment area to review his billing information and collect payment.

Was the hospital wrong to collect what was due? Absolutely not.

In fact, I routinely encourage practices to collect copays, deductibles, coinsurance and patient balances at the time of service whenever possible.

But there is another part of revenue-cycle management that shouldn’t be overlooked:

Tact.

There is a difference between having a strong financial policy and allowing that policy to overshadow the patient experience.

The lesson for your practice:

Have a system for collecting—but give your staff permission to read the room.

If a patient is frightened, in significant pain, receiving a procedure, hearing difficult news, or otherwise in a vulnerable moment, that may not be the appropriate time to stand beside the treatment chair discussing a credit card.

That doesn’t mean you don’t collect.

It may simply mean:

“Mr. Smith, before you leave today, we’ll need to take care of your patient responsibility. We’ll give you a few minutes to finish with the doctor and get settled, and then we’ll help you with that.”

Same financial policy.
Same expectation of payment.
Completely different patient experience.

Train your staff on both sides of the equation:

● Collect confidently. Don’t be embarrassed or apologetic about asking patients to pay what they owe.

● Collect consistently. A financial policy that isn’t consistently followed isn’t much of a policy.

● Protect the patient’s dignity and privacy. Avoid discussing balances or payment details unnecessarily in front of other patients or family members.

● Recognize vulnerable moments. Active procedures, severe pain, anxiety and difficult diagnoses may warrant waiting a few minutes.

● Don’t confuse compassion with avoidance. Being tactful doesn’t mean allowing the patient to leave without addressing their financial responsibility.

The Bottom Line

Your staff should be trained to understand that financial responsibility and excellent customer service are not competing goals.

You can—and should—collect what your practice is owed.

But how you collect can determine whether the patient walks away thinking:

“They only cared about getting paid.”

or

“They took great care of me—and they handled the business side professionally, too.”

Sometimes the difference is only five minutes and a little situational awareness.

Pinnacle Perspective:
A great financial policy tells your staff what to collect. Great training teaches them when and how to collect it.