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Akron Hospital

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Submitted By alikiakazemi29
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علی کیاکاظمی

431093125
2- Akron Children’s Hospital
10 آبان 1394

1- چکیده ردیف | اجزاء پژوهش | شرح | 1 | معضل مدیریتی | بیمارستان کودکان آکرون در منطقه اوهایو در یک شرایط رقابتی قرار دارد و علیرغم ظرفیت بیشتر و پیشرو بودن در نوآوری به مرور در حال عقب افتادن از رقیبان خود است. | 2 | سوال مدیریتی | والدین کودکان بیمار به هنگام انتخاب بیمارستان –به خصوص برای بیماری هایی که نیاز به زمان بستری بالایی دارند- با یک چالش جدی رو به رو هستند و دوست دارند بهترین انتخاب را انجام دهند. چه طور می توان در این کار به آنها کمک کرد؟ چه طور می توان با آن ها ارتباط برقرار و پیام تعهد و کیفیت بیمارستان را به آنها منتقل کرد؟ | 3 | سوال پژوهش | والدین کودکان بیمار چه شاخص هایی را برای انتخاب بیمارستان مد نظر قرار می دهند؟ به طور کلی چه فرآیندی در ذهن آن ها برای انتخاب بیمارستان شکل میگیرد؟ چه طور می توان در انتخاب بیمارستان به آن ها کمک کرد؟ احساسات به عنوان عامل اصلی تاثیر گذار در انتخاب والدین چه طور این نقش را ایفا می کند؟ چه روش های ارتباطی ای می توان برای رساندن پیام مناسب به مخاطب استفاده کرد؟ | 4 | هدف پژوهش | شناسایی فرآیند انتخاب بیمارستان توسط والدین و عوامل مهم تاثیر گذار بر آن | 5 | روش پژوهش | پیمایشی - مقطعی | 6 | روش جمعآوری دادهها | مشاهده | 7 | جامعه آماری | بیماران، والدین بیماران، پزشکان و پرستاران بیمارستان | 8 | حجم نمونه و روش نمونه گیری | در کیس به این مساله اشاره ای نشده است. | 9 | روش تجزیه و تحلیل دادهها | |

2- مقدمه

بیمارستان کودکان آکرون از بزرگترین بیمارستان های آمریکا واقع در منطقه شمال شرق این کشور در ایالت اوهایو است. این بیمارستان 253 تخت خوابی در سال 1890 تاسیس شده و از بزرگترین بیمارستان های ایالات و بزرگ ترین بیمارستان منطقه می باشد. این مرکز درمانی که سالانه 8000 بیمار را پذیرش می کند برای نوآور بودن شناخته شده است. از جمله این نو آوری ها می توان به کشت و تولید پوست بدن انسان برای بیماران سوانح سوختگی و MRI حین جراحی برای از بین بردن تومور های سرطانی اشاره کرد.
علیرغم این موفقیت ها در شرایط فوق رقابتی منطقه شمال شرق در حالی که دو بیمارستان رنگین کمان و کلینیک کلولند به عنوان رقیب جدی بیمارستان در منطقه حضور داشتند. مدیران بیمارستان کودکان آکرون حس می کردند که رفته رفته در حال واگذاری بازار به رقیبان هستند. لذا بر آن شدند تا راهی برای ارتباط موثر با مخاطب و رساندن پیام تعهد و کیفیت بیمارستان به آن ها پیدا کرده و آن ها در انتخاب بهترین بیمارستان برای عزیزان شان یاری کنند.
آکرون برای این کار به سراغ موسسه مارکوس توماس رفت. این موسسه ابتدا برای تحلیل دقیق فرآیند انتخاب بیمارستان به بررسی عوامل تاثیر گذار بر تصمیم والدین پرداخت. تحقیقات اولیه حاکی از آن بود که اگرچه در ظاهر ظرفیت های درمانی بیمارستان و خدمات درمانی دریافت شده از اهمیت بالایی برخوردارند ولی عامل احساسات مهم ترین عنصر در این تصمیم گیری است. برای دقیق تر شدن در این عنصر مارکوس توماس یک پژوهش مشاهده ای را طراحی کرد. در این پژوهش پژوهشگران لحظه به لحظه روابط مابین بیمار، پزشک و والیدن را مشاهده و ثبت می کردند. 3- تجزیه و تحلیل
فضای رقابتی موجود در این صنعت در منطقه شمال شرقی آمریکا مهم ترین عامل برای ایجاد این مساله است. این باور که لزوما بزرگ تری بیمارستان بهترین بیمارستان نیست از دیگر عوامل بالقوه روی آوردن بیماران به بیمارستان های رقیب می تواند باشد. همچنین مشکلات عملیاتی ناشی از بزرگ بودن بیمارستان ممکن است به نارضایتی بیماران سابق منجر شده باشد. دیگر دلیل بالقوه موجود بیمارانی هستند که ترجیح می دهند در منطقه نزدیک محل سکونت خود بستری شوند. از پیامد های این روند رو به کاهش می توان به افزایش سهم هزینه های ثابت عملیاتی بیمارستان برای هر بیمار اشاره کرد. این کاهش سود دهی می تواند در ادامه به خدمات ضعیف تر و از دادن بیشتر مشتری منجر شود.
در این پژوهش همراهی لحظه به لحظه با بیماران، همراهان آن ها و پزشکان و بررسی عواطف و احساسات در طی فرآیند درمان نقطه قوت تحقیق است. زیرا در شرایط احساسی بیماری تاثیر عواطف بسیار بیشتر از عقل و تدبیر است. همچنین در این شرایط افراد تاثیر پذیر تر خواهند بود. پس می توان با مشاهده و ثبت عواطف بهترین استراتژی تاثیر گذاری بر انتخاب والدین را اتخاذ کرد. البته شاید بتوان از منظر اخلاقی به این مشاهده و ثبت لحظه به لحظه زندگی افراد در آن شرایط ایراد گرفت. همچنین استفاده از این شرایط آسیب پذیری برای جذب بعدی آنها. نکته منفی دیگر تحقیق این است که ممکن است وقتی فردا بداند که تحت نظر است عواطف خود را مخفی کند. و یا پزشکان و پرستاران رفتاری بهتر از شرایط عادی از خود بروز دهند.
استفاده دقیق تر از علوم شناختی و روان شناسی در این پژوهش می توانست نتایج دقیق تر و توصیه های عملی تری به سازمان ارائه دهد. به خصوص اینکه هر ساله تعداد زیادی از خانواده ها بچه دار می شوند و مشتریان جدیدی به حساب می آیند. از این رو استفاده از احساسات پیش از بروز بیماری و هنگامی که والدین با تبلیغات بیمارستان مواجه هستند مهم است. 4- پاسخگویی به سولات
1-
الف) معضل مدیریتی: بیمارستان کودکان آکرون در منطقه اوهایو در یک شرایط رقابتی قرار دارد و علیرغم ظرفیت بیشتر و پیشرو بودن در نوآوری به مرور در حال عقب افتادن از رقیبان خود است.
ب) سوال مدیریتی: والدین کودکان بیمار به هنگام انتخاب بیمارستان –به خصوص برای بیماری هایی که نیاز به زمان بستری بالایی دارند- با یک چالش جدی رو به رو هستند و دوست دارند بهترین انتخاب را انجام دهند. چه طور می توان در این کار به آنها کمک کرد؟ چه طور می توان با آن ها ارتباط برقرار و پیام تعهد و کیفیت بیمارستان را به آنها منتقل کرد؟
ج)سوال پژوهشی: والدین کودکان بیمار چه شاخص هایی را برای انتخاب بیمارستان مد نظر قرار می دهند؟ به طور کلی چه فرآیندی در ذهن آن ها برای انتخاب بیمارستان شکل میگیرد؟ چه طور می توان در انتخاب بیمارستان به آن ها کمک کرد؟ احساسات به عنوان عامل اصلی تاثیر گذار در انتخاب والدین چه طور این نقش را ایفا می کند؟ چه روش های ارتباطی ای می توان برای رساندن پیام مناسب به مخاطب استفاده کرد؟
د) در حال حاضر احساس مردم منطقه بی این بیمارستان چیست؟
2-
در این پژوهش همراهی لحظه به لحظه با بیماران، همراهان آن ها و پزشکان و بررسی عواطف و احساسات در طی فرآیند درمان نقطه قوت تحقیق است. زیرا در شرایط احساسی بیماری تاثیر عواطف بسیار بیشتر از عقل و تدبیر است. همچنین در این شرایط افراد تاثیر پذیر تر خواهند بود. پس می توان با مشاهده و ثبت عواطف بهترین استراتژی تاثیر گذاری بر انتخاب والدین را اتخاذ کرد. البته شاید بتوان از منظر اخلاقی به این مشاهده و ثبت لحظه به لحظه زندگی افراد در آن شرایط ایراد گرفت. همچنین استفاده از این شرایط آسیب پذیری برای جذب بعدی آنها. نکته منفی دیگر تحقیق این است که ممکن است وقتی فردا بداند که تحت نظر است عواطف خود را مخفی کند. و یا پزشکان و پرستاران رفتاری بهتر از شرایط عادی از خود بروز دهند.
3-
از این بیانیه برند می توان نتیجه گرفت که طبق نتایج تحقیق اگر خانواده ها حس کنند که "تمامی" بخش های مختلف، منابع و توان بیمارستان در حال تلاش برای درمان فرزند آن ها است بهترین احساس را به بیمارستان پیدا می کنند. در واقع در هنگام تصمیم گیری برای انتخاب بیمارستان این مساله که یک بیمارستان با تمام توان در حال خدمت رسانی به بیماران است مهم ترین عامل در تاثیرگذاری بر احساسات اند.
4-
نگاه های والدین بیمار در درجه اول و خود بیمار در درجه بعد هنگام مشاهده کارکنان و پزشکان و تجهیزات بیمارستان (برای آگاهی از اولویت های تصمیم آنها).
نحوه صحبت کردن آن ها با این افراد( بررسی لحن خواهشمند بودن، طلبکار بودن، گیج بودن، شکرگزار بودن و......).
صحبت های رد و بدل شده بین والدین در مورد بیمارستان(به خصوص صحبت های مرد برای آرام کردن زن).
5-
همان طور که پیشتر اشاره شد در این شرایط خانواده بیمار بسیار آسیب پذیر و قابلیت تاثیر پذیری بالایی دارند. لذا ممکن است به راحتی حاضر به شرکت در تحقیقاتی شوند که در حالت عادی آن را نمی پذیرند. همچنین مشاهده و ثبت عمیق ترین عواطف مادر فرزندی و پدر فرزندی می تواند غیر اخلاقی تلقی شود. 5- بحث و نتیجه گیری
در این پژوهش بیمارستان کودکان آکرون با معضل از دست دادن بازار در رقابت با رقبای منطقه شمال شرقی ایالات متحده رو به رو شده است. مسئولان این بیمارستان به دنبال راهی هستند تا با شناسایی عوامل موثر بر تصمیم گیری بتوانند به بهترین نحو تمایز خود در خدمات را به مخاطب منتقل کنند. آنها برای نیل به این مقصود با کمک موسسه مارکوس توماس پژوهشی برای شناسایی عوامل کلیدی در مرحله اول و سپس دقیق تر شدن بر روی عامل احساس با مشاهده لحظه به لحظه بیمار و خانواده اش در طی فرآیند درمان طراحی و اجرا کردند.
در نهایت این تحقیق به تغییراتی در بیانیه برند این بیمارستان منجر شد. طبق بیانیه جدید:
بیمارستان کودکان آکرون تمام منابع خود اعم از انرژی خلاقیت، تکنولوژی، شفقت، توانایی های فنی و صلاحیت به کار خواهد گرفت در راستای هدف ساده خود یعنی کمک به تمام کودکان برای دستیابی به تمامی ظرفیت هایشان را به کار خواهد گرفت. 6- منابع https://en.wikipedia.org/wiki/Akron_Children%27s_Hospital http://inside.akronchildrens.org/category/uniquely-akron-childrens/
https://www.akronchildrens.org/cms/home/index.html

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