Promoting loyalty and goodwill with physicians will help your organization gain a competitive edge in the market place.  In a study performed by the Washington, D.C. based HealthCare Advisory Board, physicians are the source of the decision regarding which hospital patients will use 59% of the time.  A significant component of building goodwill and loyalty with your physicians is measuring their perceptions of your organization through survey research.  To assist hospitals with encouraging physicians to participate in the survey process, HealthStream Research has created recommendations based on “Best Practices” from facilities that have achieved a high response rate with their physician satisfaction survey process.

1)   Utilize Hand-Out Events for Initial Survey Distribution

A 2006 HealthStream Research study showed that hand delivering surveys to physicians statistically significantly improves the response rate when compared to mailing the first survey.

2)   Personal Pre-Announcement Letter from CEO

Approximately one (1) week before the survey process begins, send a letter that:

• Thanks physicians for past participation and encourages future participation
• Reminds physicians of previous findings
• Celebrates and reemphasizes successes 

3)   Discuss Survey in All Physician Meetings

Specifically talk about increasing response rate from the previous year, highlight improvements that had been made based upon the prior year’s results, etc. 

4)   Involve Physician Office Managers

Make phone calls, send a memo or email to office managers to alert them of the survey prior to starting.  Send a reminder during the process. 

5)   Involve Nurse Managers

Keep nurse managers up to date with status of the fielding so they can discuss the survey process with physicians and remind physicians when on the floor. 

6)   Post Sample Copies of the Envelope

Make and post copies of the HealthStream Research envelopes in which the surveys would be arriving so physicians will recognize them when they receive the second mailing. 

7)   Track your Response Rate Throughout the Survey Process

Using the On-Demand Analysis link of HealthStream Research’s Insights Online reporting website, hospitals can review response rates by specialties and target low-responding specialty groups. 

8)   Share the Results

Share the survey results with the physicians.  Always point out how the results from past surveys have been used and discuss the timing of the next survey.

Bringing It All Together

Studies show that the key to a successful physician survey project is when physicians understand the following items: 

• The purpose of the satisfaction survey
• The survey’s importance to the hospital in providing better health care
• That their opinion is important, and by sharing it they will benefit 

Securing physician satisfaction and loyalty not only reaps financial benefits, but also creates a cohesive work environment for healthcare employees and a more positive climate for patients.  High response rates are a powerful indicator of your physicians’ engagement level, and HealthStream Research is committed to helping hospitals achieve the highest possible participation levels in the survey process.  Through comprehensive promotion, multi-departmental involvement, education, and monitoring of the survey process, hospitals can enjoy improved response rates for your physician survey research.