What People Value in a Doctor

Optometric Management, Aug 2005 by Levoy, Bob

THEIR PRIORITIES MAY SURPRISE YOU

* A recent survey of what people value in choosing a doctor identifies some of the factors that ultimately affect patient retention and practice growth. A cross-section of 2,267 adults surveyed by Harris Interactive Poll for The Wall Street Journal, said it's extremely important for doctors to have strong interpersonal skills such as being respectful (85%) and listening carefully to health concerns and questions (84%). In addition, respondents feel it is important for their doctor to: be easy to talk to (84%); take their concerns seriously (83%); and be willing to spend enough time with them (81%).

What's startling is that these interpersonal skills are all valued more than good medical judgment (80%).

The survey also revealed that the biggest "gap" in what people want from their doctors vs. what they actually get, is related to how up-to-date their doctors are on the latest medical research and treatment. Seventy-eight percent feel this knowledge is extremely important for their doctors to have, but only 54% actually described their doctors as being up-to-date.

With interpersonal skills being of such importance to patients, it's no surprise that some have changed doctors due to failures in this regard. Fourteen percent changed because they didn't feel their doctors listened to them carefully, 12% felt as though their doctors didn't spend enough time with them, and 11 % felt they weren't treated with respect.

Action steps: Recognize that you have to do business with people on their terms - not your version of their terms. Schedule a staff meeting to brainstorm for ways to communicate to clients that your practice is up-todate on the latest research, treatment protocols and equipment. Close any gaps that may exist between what people want from your practice and what they get.

References available on request.

By Bob Levoy, O.D.