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The Patient-Centered Payoff: Driving Practice Growth Through Image, Culture and Patient Experience

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Book Shares Critical Steps in Building A Patient-Centered Organization and a Professional Practice Image

For the first time medical practices and organizations are about to see their income either increase or decline based on regulations that directly measure patient care and satisfaction. CMS has now made the patient experience its business. The patient experience is critical to the future of healthcare and the cost of care. Practices that have paid little attention to this in the past can learn how to improve the patient visit through the environment, culture and the actions of physicians and staff.

Also available in these eBook formats.


Judy Capko and Cheryl Bisera

Learn the steps your practice can take to reap the many payoffs of achieving high patient-centered standards without having to make a big financial investment. In The Patient-Centered Payoff: Driving Practice Growth Through Image, Culture and Patient Experience, authors Cheryl Bisera and Judy Capko explain how healthcare professionals and organizations can thrive in the new patient-centered environment.

In their book, Judy Capko and Cheryl Bisera describe how the patient-centered movement has changed medical practice and offer insights into the opportunities this new environment provides to practices.

As in Judy Capko’s bestselling books, (Secrets of the Best-Run Practices, 2nd Edition and Take Back Time - Bringing Time Management to Medicine) The Patient-Centered Payoff: Driving Practice Growth Through Image, Culture and Patient Experience is clearly written, engaging, and packed with easy-to-implement ideas.

What the book covers:

  • How to create an impressive image
  • Identity: Knowing who you are and expressing it with conviction
  • Defining your online presence and protecting your online reputation
  • Developing a patient-centric office culture
  • How to live and measure your adherence to your mission
  • How to speak the language of patients
  • Evaluating your patient's experience (a look in the mirror!)
  • Making patients feel at home when they visit your facility


  • Discover how to succeed in the rapidly growing patient-centered care movement.
  • Includes carefully chosen case studies that highlight successes in building a patient-centric medical practice.
  • Learn how to deliver customer service that delights patients.

  • Gain valuable insight into how practices should claim and take control of their online presence.
  • Take advantage of a list of twenty one things you can do now without breaking the bank.
  • Leverage tools to evaluate your existing office culture and transform it into one that creates an exceptional environment for patients and staff.
Fortunately, there are many steps a practice can take to develop an attractive, engaging presence without making a big financial investment. In this book, doctors and medical practice administrators get a practical guide to creating a positive practice image which grows a loyal, referring patient base. It includes advice on how to measure performance and maintain accountability; how to define your practice image and express it with conviction; and how to manage your online and social media presence. It also offers a list of twenty-one steps practices can take right away without breaking the bank. This book provides all the tools practices need to begin reaping the many benefits to running a profitable patient-centered practice.

By following these recommendations by Capko and Bisera, medical practices will improve their competitive position, gain financial incentives with payer reimbursement, and grow a loyal patient base.

Table of Contents

Chapter 1 Being Best
  • Performance Benchmarks
  • Facing Reality: Patient Satisfaction Is a Big Deal
  • Patient-Centered, Not Patient-Led, Healthcare
  • Make the Commitment
  • The Payoff

Chapter 2 Unhappy Patients are Costly

  • Pay for Performance
  • The Real Cost of Attrition
  • Your Reputation Is at Stake
  • Noncompliant Patients Hurt the Practice
  • The Unhappiness Epidemic
  • The Payoff

Chapter 3 From Identity Crisis to Brand Recognition

  • Create a Mission Statement
  • Express It with Conviction
  • Branding
  • Logo
  • Getting it Right
  • Consistency
  • The Payoff

Chapter 4 The 24x7 Patient Relationship

  • Patients Search for Information
  • Directories Rule Physician Searches
  • Start with Health Plan Directories
  • Grab Your Google Places Listing
  • Don’t Run from Ratings and Reviews
  • Claiming Your Listings on Ratings Sites
  • Automated Eavesdropping
  • Yes, You Need a Web Site
  • Adding More Value to Your Site
  • Going Social
  • Embracing Community
  • Last but Not Least: Professional Social Media
  • The Payoff

Chapter 5 What’s Wrong With This Picture?

  • Living the Mission
  • It’s Time for a Reality Check
  • Common Thread
  • Getting There
  • The Payoff

Chapter 6 Cultural Differences: When Hospitals Own Practices

  • Consultant’s Overview
  • Lessons Learned
  • The Payoff

Chapter 7 Conflicts on the Patient-Centered Journey

  • The Changing Physician Landscape
  • Physicians’ Attitudes Toward Healthcare Reform
  • Physicians Deserve More
  • What Drives a Patient-Centered Culture?
  • Respect and Trust: Central to a Cultural Shift
  • The Psychology of the Consumer
  • Once Upon a Time
  • The Impact of Managed Care
  • The Physician-Patient Relationship Suffers
  • Patients Finally Speak Out
  • The Journey Continues
  • The Payoff

Chapter 8 Mirror, Mirror: An Honest Look Within

  • Stand Above the Rest
  • Understanding Patients
  • The Power of Listening
  • Research Spotlights Communication
  • Navigating a Fine Line
  • It Really Is All About Them
  • What You Can Do Now
  • Consider Your Patient Demographics
  • Books Are Judged by Their Cover: Staff Appearance
  • Getting It Right
  • The Payoff

Chapter 9 How Facility Design Impacts the Patient Experience

  • The Importance of Your Physical Plant
  • First Steps First
  • It’s a Package Deal
  • Function Following Form
  • Maximize Profitability: Feeding Providers Efficiently
  • Straightening Out Priorities
  • Efficiency: It’s About People, Space, and Systems
  • Why Existing Workflow and Space Must be Evaluated
  • Characteristics of Good Facility Design
  • Patient Services and Satisfaction: Critical Factors
  • Improving the Patient Experience
  • The Wow Factor
  • What Wows Your Patients?
  • The Three Components of the Wow Factor
  • Your Facility, Your Future
  • The Payoff

Chapter 10 Voices from the Field

  • I Once Was Lost, but Now I’m Found
  • Validation, at Long Last
  • Sweet Roses Among Thorns
  • Respect: Med School Not Required
  • World-Class Not Enough
  • Can You Hear Me Now?
  • No Small Thing
  • Personal and Professional Rewards
  • Taking the Plunge, with Confidence
  • Hurry Up and Trust Me
  • The Payoff

Chapter 11 Twenty-One Things You Can Do Now (Without Breaking the Bank)

  • Practice Image
  • Office Culture
  • Patient Experience
  • Position Yourself for the Payoff
  • The Payoff

Chapter 12 The Patient-Centered Practice Now and in the Future

  • Patient-Centered Care Takes Center Stage
  • Government Takes a Position
  • Hospitals Transform
  • Patient Experience of Care Domain
  • Physicians’ Quality Measurements
  • Leadership’s Role in the Patient Experience
  • Managed Care’s Shift
  • Patients as Partners
  • Silent Partners: Two Very Different Case Studies
  • The Big Difference
  • Evolution of the Patient-Centered Medical Home
  • NCQA Patient-Centered Medical Home Program
  • NCQA Recognizes Specialty Practices
  • Our Patient-Centered Future
  • The Payoff
Judy Capko

Judy Capko is the founder of Capko & Company, a national healthcare management and marketing consulting firm. She specializes in medical practice operations and practice building techniques and focuses on maximizing resources, building patient-centered strategies and valuing staff contribution. Judy believes we achieve our greatest results by raising others up. Thousands of physicians and administrators have benefited from her advice and innovative, energetic approach to organizational management and strategic planning for more than 30 years.

Judy is the author of the 2nd edition of “Secrets of the Best-Run Practices,” and “Take Back Time—Bringing Time Management to Medicine.” She is featured and published in more than 50 prestigious national medical journals. She has also written by-line articles for the Journal of Medical Practice Management, Urology Times, Eye World, Repertoire, Physicians Practice.

Cheryl Bisera

Cheryl Bisera is an author, speaker, and the founder and leader of Cheryl Bisera Consulting, an image development and marketing firm focused on the healthcare industry. Her firm’s key differentiators are attention to internal marketing, practice branding, and patient experience training. Cheryl firmly believes marketing is not only an external activity - it’s also the influence every staff member has on each patient’s experience and perception of the practice or healthcare organization. A passion for excellence in developing the patient experience and practice image has earned Cheryl impressive testimonials from clients. She speaks for regional medical management organizations and conducts customer-service workshops and training sessions for her clients. She is published in leading industry journals, including Podiatry Management, Physician Magazine, and the Journal of Medical Practice Management, and has also been featured on the popular KevinMD blog.

5.0 out of 5 stars A gem of a tool.

By Jan Basinger

With the pending changes to our health care system, The Patient-Centered Payoff by Capko and Bisera is a welcome and necessary tool. It is concise, on-point and intelligible.. Thanks to Capko and Bisera for helping make this transition manageable. J. Basinger

5.0 out of 5 stars This book is a MUST-READ!

By Dr. Mitchell E. Kusy "Consultant and Co-Autho... (San Francisco)

As a seasoned culture change consultant, I found myself nodding, smiling, and cheering when I read this book! Seriously, Capko and Bisera have nailed the essential components of patient-centered work with evidence-based research, case studies that hit home, and corroborating the many "lessons learned" in my own consulting practice. Their research statistics are truly robust but presented in user-friendly ways. Their case studies and "payoff" sections hit the mark. I could not put this book down! I am using it already and will share with others who are concerned as to how to create patient-centered cultures that work and pay off! BRAVA, Capko and Bisera! Dr. Mitchell Kusy, ZIA Healthcare Consultants and co-author with Dr. Elizabeth Holloway: "Toxic Workplace! Managing Toxic Personalities and Their Systems of Power."

5.0 out of 5 stars Travis Dowell, Vice President-Memorial Physician Services

By Andrea

I was very impressed with "The Patient-Centered Payoff". Capko and Bisera were able to illustrate key elements of a successful practice and literally "connect the dots" in an easy to read practice manual. Besides presenting relevant examples for any manager to follow, the book is laced with numerous yet wonderful recommendations to be the best. My favorite, " The Payoff" keeps the readers focused throughout the book on medical practice success. The bottom line ..... This book is a must read and if followed, will bring the patient front and center in a very successful practice. Great work Judy and Cheryl!!!

5.0 out of 5 stars A Must Read: The Patient-Centered Payoff

By Donna Weinstock "President of Office Manageme... (IL)

The Patient-Centered Payoff is a well written, timely book which accurately depicts the current trends in the patient/physician experience. Judy Capko and Cheryl Bisera "nailed it" when they offered suggestions from improving patient satisfaction to growing a practice. Every aspect of the book identified with the struggles to succeed as a physician practice and how to overcome these trials.

This book is insightful, informative and a must-read to anyone who is involved in a healthcare practice. I have found it to be a wealth of information in a concise and focused manner.

5.0 out of 5 stars The Patient-Centered Payoff

By SF 

Judy Capko & Cheryl Bisera's easy-to-read, and even easier to adopt, approach to patient centered healthcare is a must read for doctors and groups who are focused on growing their practices while ensuring excellence in healthcare and a positive patient experience. Patients are making decisions about whether they will return for their next visit from the moment they make their appointment, walk through your front door, enter the examining room, and finally receive their bill. If you want patients who not only return for their next visit, but recommend you to friends and family alike - "The Patient-Centered Payoff" should be required reading for everyone on your team - it is literally the "secret to success" in today's and tomorrow's medical practices.

5.0 out of 5 stars CEO, Owner of Complete Women Care Medical Practice, Surgical Center and Gyn Emergency Center

By M. Basic (Rancho Palos Verdes, CA)

This book is a great reminder what medicine is all about - taking care of patients.

Besides that, it also point to the great truth about the business of medicine: if you want to survive and thrive, you have to keep your primary customer (patient)happy. You have to make them your raving fans. Only raving fans will overcome insurance barriers, ACOs limitations and physical distance to come to the practice they love and care about. At these days when, tremendous health-care changes are going on, keeping patients' interests in focus is more important than ever.

So, go and get and read this book - it is worth every dollar and time spent on it.

5.0 out of 5 stars Ever Changing Health Care

By Marie 

In an era of government involvement, independent physicians don't need to lose more patients to their system. This book has encouraged me, as a Practice Manager, to continue to strive for excellence in patient care. Thank you Judy and Cheryl for giving us essential tools for the continued success as a solo practice.

“The new era of healthcare reform ushers in new demands and higher expectations by patients – pressures pushing medical practices, large and small, to invoke a higher set of service standards to order to survive and thrive. Capko and Bisera deliver a precise roadmap for practices striving for success amidst an ever-changing landscape of rules, requests and requirements.

Learn how to analyze and respond to market forces. The Patient-Centered Payoff shows you how to manage stresses, avoid hazards and take control of your practice’s destiny in the coming age of 24/7 patient relationships. Capko and Bisera’s field-tested techniques are the ultimate guide for the medical practice that wants to stake its claim as its community’s top choice for health care services.

From taking an honest look at your practice – providers, staff, culture, even the facility – to creating a positive culture for success, there’s a wealth of knowledge here waiting for you to put into action. If you are a practice leader who is not content to just wait and see what happens next, The Patient-Centered Payoff is for you.”

Elizabeth W. Woodcock, MBA, FACMPE, CPC
Speaker, Author, Consultant
Woodcock & Associates
Atlanta, Georgia

"Health reform has the potential to fundamentally alter the patient-physician relationship. The Patient-Centered Payoff: Driving Practice Growth through Image, Culture, and Patient Experience guides physicians on how to maintain and strengthen their relationships with their patients as their practice environment changes around them. Through case studies and extensive consulting experience, Judy Capko and Cheryl Bisera's straightforward and practical style provides common sense ways for both primary care doctors and specialists to successfully navigate the turbulent health care times ahead."

Kevin Pho, MD
Founder and Editor,
Co-author of Establishing, Managing, and Protecting Your Online Reputation: A Social Media Guide for Physicians and Medical Practices
Nashua, NH

“Judy Capko has done it again. This book, with co-author Cheryl Bisera, offers practical, helpful strategies for successful patient retention. The use of case studies and real life experiences highlight what you can do, starting today, to improve your patient satisfaction scores.”

Owen Dahl, MBA
Owen Dahl Consulting and MGMA Consultant
Author, Think Business! Medical Practice Quality, Efficiency, Profits
The Woodlands, TX

“The new book, by Judy Capko and Cheryl Bisera, The Patient-Centered Payoff: Driving Practice Growth Through Image, Culture, and Patient Experience is an insightful, yet accurate look at today’s medical practice environment. Each chapter builds upon itself with many examples that can help any practice, large or small, achieve better patient satisfaction and consequently more patients. The chapter entitled “Twenty-One Things You Can Do Now (Without Breaking the Bank)” has helped our practice complete an assessment and make some minor changes that have resulted in marked differences in patient satisfaction. It has been eye-opening to the physicians in the practice how a few small gestures to a patient have made such a positive impact without increasing overhead at all.”

Kimberly Weis Avery, MBA, JD
Administrator and General Counsel
Mid-South Pulmonary Specialists, PC
Memphis, TN

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