Cataract Surgery Experience at Vasan Eye Care

Blurred vision had become a way of life for Mrs. Chitra Mehra for the past few years. Having a medical history of high blood pressure and diabetes none of the doctors in her city ever agreed to operate on her. Recently she came to stay with her daughter and son-in-law. Seeing her suffer they decided to consult an eye specialist.
They took her to the city’s leading eye specialist. The doctor informed them that she had cataract which was in advance stage and any delay in surgery may lead to permanent blindness.
The doctor’s words came as a shock for all of them. They decided to go for a second opinion. Panic-struck they started looking for eye care centers in their city. Finally they decided to approach Vasan Eye Care. The hospital had a brand image and had recently opened its branch very near to their place of residence.
As soon as they entered, the front desk staff welcomed them with a warm smile. Mrs. Chitra was registered by the staff and was escorted by another staff for consulting the doctor. Meanwhile her daughter talked to a few patients who were recently operated at the center. Most of them were happy and satisfied with the services of the hospital. The doctors and other medical staff were very caring as portrayed in their advertisement.
Mrs. Chitra had to undergo a couple of tests to find out the actual status. After the test the doctor advised her to go for the surgery. He assured the family members that it was a very simple procedure and the patient’s medical history would not come in the way of the surgery. After this he referred them to the counselor.
The counselor explained them the entire procedure and also reassured them that it would be a very simple and painless procedure. And that Mrs. Chitra would be able to carry on with her normal routine soon after the procedure. She also very patiently answered all their queries regarding the procedure’s safety and cost involved.
Once they were satisfied with the information, they decided to go ahead with the surgery. The doctor gave her next week’s appointment giving clear instructions about the changed medicine schedule.
On the day of the surgery, she along with her family were escorted to the waiting room. On their previous visit they were given a time slot of one pm so they reached the hospital at about twelve noon. There were other patients waiting for their turn. On enquiring they found out that there were eight surgeries lined up for the day. Mrs. Chitra’s turn was sixth. They waited for three hours for her turn during which they were served coffee and snacks a couple of times. Just when they started to become restless the escort took Mrs. Chitra to prepare her for the surgery.
The surgery took no more than half an hour. Mrs. Chitra came out smiling with a plastic cap over the operated eye. She was made to rest for a while during which the family filled the feedback form. After this she was taken to the doctor for post-operative checkup and instructions. The doctor gave clear instructions on post-operative care and medications. He also gave his number where they could contact him in case of any problem. The helping staff demonstrated each step and re-explained the instructions. Mrs. Chitra was discharged and was advised to come back two days later for another checkup.
On all subsequent visits they experienced the same courtesy and care from the staff. Now Mrs. Chitra can see clearly. She never thought that she could see this clearly again, today she can not only carry out her daily routine comfortably but she also reads and knits.
Her experience with Vasan Eye Care was an unforgettable one. In a society where doctors thrive on family and friends’ referrals Vasan has been able to gain the confidence of its customers by providing skilled service and superior infrastructure with the right marketing. It is an excellent example of hospitality and communication that each hospital should strive to achieve.

Questions:
1. After reading the case do you think that Vasan Eye Care is going in the right direction as far as patient satisfaction and services are considered? Give instances in support of your answer.
2. What in your opinion are the areas of improvement that should be taken care of?
3. Do you think fear is the right way of motivating patients to go for a particular treatment?