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ER guarantee: 30 minutes or the movie tickets are free

Healthcare Strategist Trend Watch, March 24, 2006

A new marketing campaign promises emergency patients at the Chesterfield, VA-based St. Francis Medical Center (130 beds) that they will be seen by a physician or receive treatment in 30 minutes or less. The goal is to prove the hospital's commitment to quality and efficiency. If they have to wait longer, patients will get an apology and a free pair of movie tickets.

"It's a small token, but we want patients to know that they are a priority when they walk through the doors at St. Francis," says the hospital's Executive Vice President Terrie Edwards. "We want patients to know that we appreciate and value their time, particularly in an emergency situation."

The hospital, part of the Bon Secours Richmond (VA) Health Center, has been consistently serving emergency patients in fewer than 30 minutes since it opened in September 2005. In fact, the average wait time is 13 minutes.

"This commitment to efficiency and patient satisfaction has been a part of St. Francis' plan from the beginning," says Robert Weisenberger, MD, the hospital's emergency department medical director.

Hospital officials say the key to the success of the campaign is that it is supported hospital-wide and because of a cohesive relationship between the emergency and all other departments. Led by administrators and emergency medical staff, the effort requires the support of inpatient nursing units, case management, and the laboratory and radiology departments in particular. Also helpful: State-of-the-art equipment, including a computer documentation system that monitors wait times.

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