AI Helps Yuma Regional Medical Center Understand What Matters Most to Patients

June 7, 2022

// By Marlene Kurban //

Kurban-Marlene-squaredUsing AI gives Yuma Regional Medical Center a better understanding of what its customers are saying about the medical center. It’s often very different from information collected on a paper survey.

Artificial intelligence (AI) gives healthcare organizations the ability to gain a better understanding of customer behavior, needs, and concerns, analyze data in real time, and strengthen customer engagement. AI enables collection of more patient feedback at a much bigger scale, and this means a more robust, statistically significant data set that supports strategic decisions and allows leadership to prioritize the issues that are of most concern to their customers.

For example, a hospital system may know that scheduling is a challenge for customers, but they also need to know how this issue compares to other issues in terms of priority. If hospital leaders can see that the highest percentage of negative customer reviews they receive are related to a specific challenge, they can focus first on this area of improvement.

Responding in Real Time


Annie Hafner Haarmann, head of strategy and consulting, Healthcare and Life Sciences, Reputation

“Automation makes it possible to respond and resolve service recovery issues in real time instead of waiting weeks to find out about a complaint from a paper survey,” says Annie Hafner Haarmann at Reputation.

Machele Headington is vice president, marketing & communications at Yuma Regional Medical Center. “We’re the only hospital in our community and where everyone seems to know everyone, it’s important for us to understand what people are sharing about us,” she says.

“The irony of using AI … is that it enables you to be more empathetic and more human-centered,” says Haarmann.

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