Building Trust, Compassion and Patient Loyalty

By Beth Besecker, MD, MBA, chief medical officer, Atrium Medical Center

Earlier this month, I attended the NRC Health Conference and came away with several insights that reinforced the strong connection between patient experience, caregiver engagement and clinical outcomes.

Many health care organizations continue to invest significant resources in customer service training and service recovery efforts. While these initiatives remain important, the most successful organizations are increasingly focused on creating meaningful human connections before service recovery is ever needed.

The Power of Purposeful Rounding

One of the conference's recurring themes was that effective rounding remains among the most powerful tools for improving both the patient and caregiver experience. Speakers emphasized that success is not determined by the number of rounds completed. Rounding should never become a task performed simply to check a box.

Instead, the value lies in the quality and purpose of the interaction.

Patient rounding should be an intentional opportunity to listen, connect and ensure patients understand both the "plan for the day" and the "plan for the stay." Consistent communication helps reduce anxiety, build trust and foster a greater sense of partnership in care.

Staff rounding should focus on connecting, recognizing accomplishments, coaching team members and removing barriers to success. Leaders who regularly engage with their teams help create psychological safety and strengthen trust, allowing caregivers to feel heard, valued and supported.

Leadership rounding with patients should be a protected part of each day. It also provides an opportunity to identify trends, gather insights on key organizational priorities and share that information with multidisciplinary teams to drive continuous improvement.

One health system reported that when providers consistently rounded with the patient's bedside nurse each day, provider Secure Chat messages decreased by nearly 50%. The example demonstrated how proactive communication can improve efficiency while enhancing the patient experience.

Another practical takeaway involved asking more specific questions when seeking feedback. Patients who are reluctant to voice concerns may provide more meaningful responses when asked "How often?" rather than a simple yes-or-no question.

For example:

"How often did you receive help getting washed up for the day?"

This approach often uncovers valuable feedback that might otherwise remain hidden.

Experience Builds Trust. Trust Builds Loyalty.

Patients remember far more than clinical interventions. While outcomes matter, the way patients feel throughout their care journey ultimately shapes their perception of the organization.

As Maya Angelou famously said, "People will forget what you said, people will forget what you did, but people will never forget how you made them feel."

Organizations that consistently deliver a reliable, positive experience build stronger brand trust and patient loyalty. In today's health care environment, retaining patients and earning their trust is often more valuable than continuously trying to recruit new ones.

One speaker described a shift taking place across industries. Consumers are moving from valuing service, or what an organization does, to valuing experience, or how their time is spent. Ultimately, they seek transformation and lasting impact on their lives. Health care organizations that recognize this evolution will be better positioned to meet patient expectations.

Compassion Matters More Than Ever

Another message that resonated was a simple definition of compassion:

Compassion = Recognize and Respond

As technology, artificial intelligence and innovation continue to transform health care, compassionate human connection becomes even more valuable. Technology can enhance care, but it cannot replace the human need to be seen, understood and supported.

Most of us entered health care because we wanted to care for people. Organizations that successfully blend innovation with authentic compassion will continue to distinguish themselves in the years ahead.

What Providers and Leaders Can Do Today

For Providers

• Round with the bedside nurse whenever possible to improve communication and alignment.
• Ensure every patient understands the plan for the day and the broader plan for the stay.
• Take a few extra moments to recognize emotional needs in addition to clinical needs.
• End every interaction by asking, "What questions do you have?"

For Leaders

• Protect dedicated time for purposeful patient and staff rounding.
• Use staff-rounding conversations to connect, recognize accomplishments, coach and remove barriers.
• Foster psychological safety so team members feel comfortable speaking up.
• Measure the quality and impact of rounding, not just the number of rounds completed.
• Celebrate examples of compassionate care and service excellence to reinforce desired behaviors.

Final Reflection

Patient experience is not separate from quality, safety or outcomes. Better experiences lead to more engaged patients. Engaged patients become stronger partners in their care. Stronger partnerships ultimately contribute to better clinical outcomes.

The conference served as a valuable reminder that while innovation and technology continue to advance health care, trust, compassion and human connection remain at the heart of exceptional patient care.

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