New hospital job: Patient satisfaction officer

Two years ago, Inova Health System recruited a top executive who was not a physician, had never worked in hospital administration and barely knew the difference between Medicare and Medicaid. What Paul Westbrook specialized in was customer service. His background is in the hotel business — Marriott and the Ritz-Carlton, to be precise. He is one of dozens of hospital executives around the country with a new charge. Called chief patient experience officers, their focus is on the service side of hospital care: improving communication with patients and making sure staff are attentive to their needs, whether that's more face time with nurses or quieter hallways so they can sleep.