Aha Media Group writer Teri Cettina switched roles, from health copywriter to patient, when she was diagnosed with stage IV pancreatic cancer in 2018.
When I was first diagnosed with cancer, the doctor in the ER gently handed me a piece of paper with a surgeon’s name on it. “This is the best pancreatic surgeon in our hospital system,” she told me. “If it were me, this is who I’d see.”
I was relieved and grateful for that referral. I was in such a state of shock that I couldn’t have reliably researched a surgeon for myself.
That surgeon was one part of my care team. Over the coming months, my husband and I had to find and research many other health specialists. Here are some of my “find a doctor” guidelines, as well as data on how your patients may choose their doctors.
I often needed to go outside of my health system to seek out second opinions and specialists, so I relied heavily on online physician biographies and web articles. I was picky about what I read and saw, because I had written many physician profiles myself.
Aha Media even conducted a physician profile study in 2019 to determine what patients want in a doctor bio. You’ll see that the details that were important to me were also valued by our survey respondents.
The profile details that most caught my attention were:
Other details that will help you write an amazing physician bio:
In physician profiles, it's helpful to see upfront whether a particular doctor is on an insurance plan.CLICK TO TWEET
Our research shows that many people (27%) choose a doctor because of a recommendation from friends or family members. So you’ll also want to:
Research shows that many people (27%) choose a doctor because of a recommendation from friends or family members.CLICK TO TWEET
Our 2019 physician profile survey respondents tended to feel the same way I did:
Experience is the MOST important factor to potential patients when choosing a doctor, followed by insurance information.CLICK TO TWEET
Sometimes, though, it’s not about showcasing your doctors so potential patients can find them. (And be impressed!) It’s about your providers talking with their current patients and making solid referrals for them.
As a patient, I felt most comfortable getting referrals from other doctors. My ER doctor’s suggestion of which surgeon to see was ideal. By saying “If it were me, this is who I’d see,” it was clear she knew and trusted this surgeon.
When a patient turns to your team for a referral to a specialist, they are placing their health and trust into the hands of your team. Help the patient — who is likely scared and overwhelmed — find the best care for their needs. You’ll build confidence and loyalty in your patients, because they’ll see that you are doing everything you can for their long-term health and well-being.
Help ensure that your team members are confident, trusted referrers. They should:
These strategies can help guide you, both when your team is doing the referring and when new patients are seeking out your providers. The goal is to ensure that your health system does its best work when folks need you most.
The original version of this page was published at: https://ahamediagroup.com/blog/2020/05/how-patients-choose-doctors-3-reasons/
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