Couple relationships are tricky—but not impossible. From little things like not watching Netflix episodes without one another, to big events such as navigating the logistics of buying a house together, there’s one standing foundation that keeps partners happy: clear communication.
Why wouldn’t you want to apply that same attitude to your relationships with physicians?
Overcoming Muddled Communication
No one likes to be barked at or ordered around, physicians included. The same aversion comes with feeling ignored or talked over. Yet, many times the types of communications physicians receive from health system marketers, executives, and administrators resonate as just that.
A better approach? Taking a more personal, productive course of action.
When Things Go Wrong
Why wouldn’t you apply that same attitude to your relationships with physicians?
Inevitably, things will go wrong. However, the way undesirable scenarios are handled internally says a lot about a health system’s potential for growth and success. For example, an error occurs within the emergency department. Which strategy do you take?
Worst Case: Immediately, a wave of panic rolls through, followed by finger-pointing and assigning of blame. The “You did this—now I have to fix it!” mentality is rampant. A department memo is dispatched, but because administration is relying on an outdated internal database, a significant portion of the deployment either lands in the wrong hands or ends up sitting in a stagnant inbox. As a result, personnel has missed crucial instruction and the error is likely to occur again. Work culture suffers, physicians become dissatisfied with their environment, and eventually you’re tasked with replacing docs who’ve walked.
Best Case: No one enjoys learning an error occurred, but the understanding is that no emergency department is without flaws. Instead of harping on staff, you take this opportunity to not only address the issue at hand, but also gently remind physicians of other critical safety protocols. Administration grasps email’s effectiveness and efficiency, but also the importance of using an email list that ensures all physician personnel receive notice. Such a list:
- Contains 100% opted in physician email addresses, provided by physicians themselves.
- Identifies a physician’s preferred email address, should multiple addresses be included.
- Updates every 24 hours.
- Allows for 99.5 percent deliverability.
- Provides additional data points that can be used to segment and target physicians appropriately.
Implementing a list that adheres to this level of quality refines deployment. Segmentation avoids flooding physician inboxes with irrelevant updates. Instead, email communications hold value. Physicians engage because conversations are worth their time. Everyone is happier, even when unfortunate events occur. Burnout lightens, retention steadies.
When Things Go Right
Physicians engage because conversations are worth their time.
Opportunities for improved connections aren’t limited to adverse events. Should your health system earn high praise for internal accomplishments, you can (and should) go beyond a general announcement in a system-wide newsletter. A campaign designed to express gratitude to individual physicians who excel also fosters hospital—physician relationships and ultimately strengthens the communication foundation that is so essential for success.
Regardless of the moment’s circumstances, targeted email is the most powerful communication means to either better the situation or build upon positive momentum.