Quality and cost

Last week I wrote about the Mayo Clinic, and how their most recent Quality Initiative pushed them to the very first rank among the world's hospitals. When I looked for what principles undergirded or enabled this achievement, one of the ones I identified was this:

Mayo chose to focus on Quality first, not cost; and their metrics for Quality were tied directly to patient outcomes. This is the correct way to define metrics: start by defining what results you want to achieve, and then build metrics to support those results. In modern management, metrics drive so much other activity that it is critical to get this part right up front.

Now that's great, but it's fair to ask, How can Mayo afford to focus on Quality before cost? Don't they have bills to pay? For most companies—maybe all—neglecting cost is a quick way to go broke. What's special about Mayo's situation that apparently allowed them to defy this basic law of corporate gravity?  

Of course the answer is that Mayo didn't literally neglect cost. In fact, the article that I summarized last week (ASQ's "Journey To Perfect: Mayo Clinic And The Path To Quality") makes clear that an earlier quality initiative in the 1990's was in fact canceled for reasons of cost. What happened since that time (apparently) was that Mayo reëvaluated their approach, and began to address costs intentionally, and consistently with their mission. This intentionality shows up in several ways.

For example, Mayo has pushed to standardize practices across its multiple facilities. As my post last week pointed out, the criterion for selecting which practice to choose (among various alternative ways to do the same thing) was generally based on data about patient outcomes. But the mere fact of standardizing at all lowered costs. And cost is one factor tracked (among many others) in the massive data collection that Mayo hosts about all its surgical activities.

Mayo's approach to paying physicians is equally intentional. Physicians are compensated with salary only—no bonuses or special treats. The goal is "to remove financial incentives to do more than is necessary or less than desired for the patient." Of course the salaries are structured so that physicians with more experience earn commensurately more, and the various specialties are compensated competitively with peer institutions. And an additional benefit of this structured, salary-only compensation plan is that it makes it easier for Mayo to find and correct inequities, in order to avoid pay discrepancies based on non-relevant factors like race or sex. But the core motivation is to reduce the risk of corrupting the patient experience.

The key, though, seems to have been when Mayo realized "that patient-centered care is a win for financial outcomes. Quality was not simply continuous improvement; it was the vision and mission of the organization." In other words, while an awareness of costs matters internally (in order to keep the books balanced), cost is not a market-differentiator externally, at least not for the Mayo Clinic. Patients don't come to Mayo to get their x-rays done cheaper. They come to Mayo to get their care done better. Patients seek out the Mayo Clinic because they want its Quality.

Can other businesses do the same thing? Yes and no. To some extent, Mayo benefits from the economics of health care. The proliferation of so many different insurance models for health care means that almost nobody pays the "list price" for any given medical procedure, and so those prices mostly are not posted or even visible. Often enough, a patient won't even know the price for any but the most routine care until after the care has been provided. And health care is simply a different kind of good from candy bars or movie tickets. If movie tickets cost too much, people may try to stream the movies at home for less or simply forgo seeing them at all. But someone who needs an important medical procedure is much less likely to forgo it because of the cost. For all these reasons, cost is a weak market differentiator in the health care industry.

All the same, companies with a reputation for Quality can thrive in any industry even if their products cost more. I used to work for Bosch, which is a manufacturing company. And manufacturing is an industry where even minor differences in cost can make a huge difference. Bosch's products are never the cheapest ones available; but people buy them eagerly because they know the products are going to work. Every time.

A few months ago, we discussed that—Philip Crosby notwithstanding—Quality isn't really free. Building any kind of Quality System takes time, effort, and money. But in the long run, such a system pays for itself by reducing defects. And if you are good enough, it draws customers from around the world who want to work with you because you are the best.