EMPIRICALLY SPEAKING: GEORGIA CANCER SPECIALISTS LISTENS TO STAFF AND PATIENTS. AND IT'S WORKING.

Atlanta has a big academic medical center and hundreds of oncology practices, all with similar names. So how does an individual practice differentiate itself?

The 35 physicians of Georgia Cancer Specialists decided to embark on a branding initiative. They chose "The Cancer Answer" as a tagline, and for them, it's much more than a motto. It underscores how they run the practice. According to Wendy Hawke, the practice's chief operating officer, "The messaging keeps us focused."

Investing in employees

Each staff member who joins Georgia Cancer Specialists receives a CD the practice created to teach new employees what it means to strive to be "The Cancer Answer." "It immediately gives one the feel of an innovative practice on the move," says Hawke. The CD is part of a standardized new-employee orientation program the practice offers every six weeks. Staff members also enjoy a wide variety of perks and programs, including the opportunity to join a 401(k) profit-sharing plan, the chance to register to vote on-site, and the option to join wellness programs. Georgia Cancer Specialists also trains staff in customer service, communication skills, and conflict management. By taking care of its employees, the practice aims to enable them to provide the best care for their patients, says Hawke. Of course, generous and thoughtful HR policies cannot prevent gossip and the occasional bad day. "We are people," says Hawke, "but I think we do provide an atmosphere where staff can say, 'I don't want to talk about that right now. Our patients have bigger problems.'"

The reward for all this effort? Staff turnover has dropped 50 percent.

Listening to patient feedback

Georgia Cancer Specialists also wanted to reduce patients' wait times. Patients with cancer already spend a lot of time managing their disease and dealing with the exhaustion that results from rigorous treatment therapies.

In its first time-motion study, staff members completed charts that noted how long it took patients to check in, get lab work completed, be set up in an exam room, etc. "Perhaps not surprisingly, it appeared our patients barely waited," says Hawke. "However, our reception areas and filled exam rooms seemed to indicate otherwise."

The practice then conducted another study, this time giving their patients forms, a watch, and a coupon for a fresh-baked cookie when they completed the survey. This time, the practice identified some common problems. For one thing, staff members were scanning patient insurance cards at check-in, which created five-minute delays as they waited for a free machine. To solve that problem, Hawke purchased individual insurance-card scanners, dropping that part of the intake process to 30 seconds. Overall, patient wait times dropped 20 percent thanks to simple interventions like that.

The patient surveys also revealed that those who needed simple injections or blood work were sometimes waiting much longer than necessary. Because such patients were scheduled at the same times as patients who needed chemotherapy or a physician visit, they were obliged to wait for staff to process more time-intensive appointments before being seen. Now, patients who visit the office for quick, single interventions are scheduled during low-volume times. Wait times for these patients have subsequently dropped 75 percent.

Ancillaries that enhance patient care and the bottom line

Georgia Cancer Specialists has also added new services to provide more comprehensive patient care. It now employs social workers and nutritionists to address the many needs of patients with cancer. The practice's four CT scanners perform approximately 800 scans a month, a PET/CT scan performs an additional 150 images a month, and new mobile echocardiograph units test for heart damage. The practice projects that its new equipment will generate added annual revenues of more than $4.6 million.

The practice has also established its own retail pharmacy. Georgia Cancer Specialists currently fills 60 prescriptions per day. The program enables better patient convenience and compliance and nets the practice an additional $10,000 per week.

At a time when many oncology practices are fighting to stay afloat, Georgia Cancer Specialists is swimming boldly upstream.