What a Legendary Story Can Transform in Your Practice

The Power of Outstanding Patient Care

Every organization, whether it's a business, a medical practice, or a nonprofit, has a story that highlights exceptional care, empathy, and service. These stories not only reflect the values of the practice but also serve as powerful examples of how to treat patients with respect and compassion. They can inspire word-of-mouth promotion and become a guiding principle for how the practice should operate.

These narratives are more than just anecdotes; they act as a "north star" for maintaining high standards of patient care. While the media attention that may follow is a welcome bonus, the true value lies in setting an example that others can emulate. In both the business and medical worlds, there are countless stories that illustrate this point.

Legendary Stories from the Business World

One of the most well-known stories comes from Nordstrom, a retail giant known for its customer-centric approach. In 1975, a man brought a pair of tires into a Nordstrom store in Fairbanks, Alaska, and asked for a refund. He insisted he had purchased them at that location. Although Nordstrom does not sell tires, the store had recently acquired three retail locations from Northern Commercial Company, which did. When Nordstrom took over, it restocked the stores with its own inventory, which didn’t include tires. Despite this, the employee honored the request and gave the customer a refund. This story is still remembered today, highlighting the importance of putting customers first.

Another notable example comes from the Ritz-Carlton, a luxury hotel chain that empowers its employees to go above and beyond for their guests. One famous story involves a stuffed giraffe named Joshie. A child left the toy behind after her parents checked out, and the hotel staff returned it to her. Another story features a housekeeper who found a guest’s laptop left in a room and flew to Hawaii to return it. She used her own money to book a flight and deliver the laptop. Instead of being reprimanded, she was praised for her initiative. The Ritz-Carlton allows employees to spend up to $2,000 to resolve guest issues without manager approval, reinforcing a culture of empowerment and personalized service.

Legendary Stories from Medicine

In the medical field, similar stories of compassion and dedication abound. One example involves an elderly patient who developed an allergy to an antibiotic prescribed for a urinary tract infection. The pharmacy refused to accept the medication back, and bad weather made it difficult for the patient to visit. A nurse in the practice, with permission, obtained samples and delivered the new medication to the patient’s home. The patient was grateful and wrote a letter to the hospital, even donating to a program of the hospital’s choice.

Another story highlights the importance of punctuality. As a physician, I always ensured that if I was more than 20 minutes late for a patient’s appointment, there would be no charge. Once, at a social event, a woman recognized me and said, “You’re the doctor who doesn’t charge a patient if you’re late.” That moment reinforced the value of keeping promises and treating patients with respect.

My practice also empowers employees to make decisions on behalf of patients, provided the cost is under $100. This approach mirrors the Ritz-Carlton’s philosophy but is adapted to fit our budget and needs.

The Longevity of Legendary Stories

Stories of excellence have a lasting impact. They become part of the culture of an organization and can generate public interest. While not every practice will have a $2,000 empowerment policy or a story like the Nordstrom tire incident, the key is to create meaningful experiences that reflect your values.

The real value of these stories is not in the publicity they bring, but in the example they set. By sharing these stories with staff, posting them on your website, and including them in newsletters, you can build a strong patient service culture. Over time, these stories become an integral part of your practice’s identity.

Fifty years from now, someone might still be telling your legendary story. It all starts with the commitment to provide outstanding care and the willingness to go the extra mile for patients.