Doug Wojcieszak, Founder & Spokesperson
30 May 2009
Contact phone/e-mail address: 618-559-8168; doug@sorryworks.net
When you think of disclosure and apology - what we call Sorry Works! - the first thing that typically comes to mind is "the doctor." Will the doctor say "sorry," will he/she empathize or show concern after an adverse event, etc, etc? For sure, physicians must often take a lead role in the disclosure and apology process. And some doctors have even said to us, "I don't want some nurse apologizing for me!" However, staff members - nurses, physician assistants, nurse mid-wives, nurse practitioners, and also receptionists and clerical support - play a large supporting role in disclosure and apology. In fact, they can make or break the disclosure process!
Over Memorial Day weekend while most Americans were grilling hot dogs and diving into the pool, Sorry Works! Founder Doug Wojcieszak was hoofing through airports to speak at the American Academy of Physician Assistants Meeting in San Diego on Sunday, and the American College of Nurse-Midwives on Monday (Memorial Day) in Seattle. Both presentations were well received - it was a great trip!
In both presentations Doug focused heavily on our new theme:
4 Facts About Disclosure.
The four facts are tools we have been providing to doctors but are now also sharing with staff members - and the PAs and Nurse-Midwives loved it. They felt empowered to know they have a role to play in disclosure with customer service, showing respect among colleagues, setting reasonable expectations with patients/families, showing empathy after something goes wrong, and working hard with good customer service skills to preserve a relationship with a patient/family after an adverse event. This message especially struck home with the nurse mid-wives...several of them during Q&A and after the presentation told stories of wanting to show empathy and concern (including hugging and cry with a mother/parents) after an adverse event only to be told "no" by a defense attorney. The Sorry Works! presentation was a breath of fresh air and many of them said they would never clam up again.
Most staff members are naturally empathetic people - they enjoy helping and soothing patients and families. It's why they got in the business! Sorry Works! empowers staff members to use their natural talents to help all sides in an adverse event. As you develop your Sorry Works! program, yes, train the doctors, but don't forget to train and empower the staff too!
And here's an idea to help: Last fall we reported about an Oklahoma hospital that started putting vases of artificial flowers in rooms where adverse events or major service lapses occurred. The vase is discretely placed in the room by a nursing or staff leader and the patient/family has no idea why the flowers are there - but all doctors and staff members know what the flowers mean: To take the service to a new, higher level with this patient, this family. The flowers are also a signal to, for example, that nurse who had an awful fight with her boyfriend the night before and is sulking around the hospital all day to put a smile on her face in this room lest the already oversensitive patient/family thinks she is being cold to them.
Final note: Just like doctors, we encourage staff members to only empathize immediately after an adverse event (I'm sorry this happened) and let an investigation determine if a true apology is warranted. We also train staff members not to speculate or assign blame in front of patients or families - disclosure is NOT a green light to throw colleagues under the bus!
To learn more about Sorry Works, be sure to purchase a copy of the best selling Sorry Works! Book: Click here The book is just $24.99 per copy, and we offer bulk discounts too. For bulk orders, please call 618-559-8168 or e-mail doug@sorryworks.net.
For information on Sorry Works! presentations or disclosure training, call 618-559-8168 or e-mail doug@sorryworks.net.
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