The Power of Alignment Is More than a Cliché
In-depth interviews with existing and potential clients revealed a huge mismatch between the nurse-owners and the company’s efficiency experts. The nurses simply didn’t think in the same terms as other businesses. Without the interviews, no one could have believed different perspectives put so much distance between buyer and seller.
Nursing is as much a calling as a vocation, and nurses-turned-business owners operated most of the agencies served. With patient care as their driving force, the nurse-owners were wary of the big, profit-driven healthcare companies they often saw shortchanging patient care in the name of profits. To them, it wasn’t a difference in priorities; they saw an offense against their values.
The focus on profits and efficiencies that worked so well in other industries came across as a lack of concern for patient care. Routing software that minimized travel time between home visits was perceived as a stealth way to increase each nurse’s workload.
The need for a new approach became obvious only with understanding of the nurses’ worldview. First, the company had to win the trust of nurses who spent their days fighting faceless bureaucracies on behalf of their patients.