HSM E-briefing Series
on Customer Retention and Loyalty

"HOLDING ONTO YOUR CUSTOMERS"

The HSM Group, Ltd. provides the following information in the hopes that it will help you, our valued clients and friends, in your efforts to build better relationships with your customers.

September 2003

"WHAT AMERICA'S DOCTORS ARE SAYING"

The HSM Group recently developed and conducted the national study "What America's Doctors are Saying," in which some of America's busiest physicians shared their thoughts on a variety of critical health care issues affecting the United States health care system.

Topics included hospital safety, specialized hospitals, hospitalists, prescription drug costs, smallpox vaccinations, their practice incomes, electronic appointments, and the Internet. In fact, the study data was collected via an Internet survey. More than 400 physicians participated in the study, in which they also provided candid remarks about how often they follow their own advice on diet, exercise, and regular medical check-ups.

Docs Get Wired:
"Take Two Aspirin and E-Mail Me in the Morning"

Physicians are, apparently, getting wired. Over half the physicians have a PDA, and half of the physicians who have one use it for both personal and professional purposes. Another 21% use it for professional support alone. Female physicians are less likely to have a PDA than male physicians.

One-quarter of physicians provide Internet access to their staff. Nearly 30% of all respondents accept e-mails from their patients, but less than 23% send e-mails to their patients. While less than 4% of those who send patients e-mail currently charge for their responses, nearly one-fifth of those using e-mail are considering it.

Half of all physicians either already have a Web site or are working on creating one. Physicians in the Midwest are least likely to have a Web site in place.

Survey Reveals Doctors' Inner Thoughts

Ever put off going to the doctor because you know you haven't followed instructions to lose weight, get more exercise, and take better care of yourself?

Guess what? Doctors do the same thing.

Almost 40% of physicians recently surveyed said the most common piece of medical advice they give patients but, in fact, ignore themselves is to lose weight, exercise, and eat a healthy diet. Another 10% admitted to not getting regular medical exams.

And what do America's doctors do when their OWN mothers suddenly are ill and hospitalized?

They do exactly what the rest of us do.

They worry. And female physicians worry more than their counterparts.

Less than 25% of physicians recently surveyed by The HSM Group, Ltd. would be "very confident" of hospital care for their moms if they couldn't be there to oversee the care. Approximately 9% of those surveyed would be comfortable only if they knew the hospital physician personally. And, of the female physicians surveyed, 14% reported they would be comfortable only if they knew the physician.

Since the Institute of Medicine's report, "To Err is Human," was published in 1999, only 41% of doctors believe patient safety has improved. While one-quarter report no change, only 3% believe patient safety has worsened.

Hospitalists and Their Impact on PCP Relationships

The role of the hospitalist is not yet firmly established in U.S. health care. Approximately 20% of PCPs surveyed do not have hospitalists available in their area. For those who do, almost half (45%) said that hospitalists have not changed hospital care of their patients. Just over one-third (37%) noted that hospitalists have enhanced their practice, and about one in seven (16%) feel that hospitalists have negatively impacted their practice.

Of those PCPs who felt that hospitalists have had an effect on their patient relationships, more than twice as many physicians believe hospitalists have negatively affected patient relationships than those who believe hospitalists have positively affected patient relationships.

About one-quarter of PCPs surveyed report that they don't visit patients who are in the hospital and under the care of a specialist or hospitalist. Nearly one-third of all primary care doctors still visit patients on a daily basis, even if the patient is under the care of a specialist or hospitalist. Male physicians are more likely to visit patients daily, while female physicians are more apt to visit selected patients only. Western physicians are more likely to visit selected patients and less likely to see patients daily than the doctors in the East and Midwest.

The entire "What America's Doctors are Saying" study can be found on The HSM Group's Web site at www.hsmgroup.com/info/ipni.html.

"HOLDING ONTO YOUR CUSTOMERS" is an ongoing series of e-briefings developed by The HSM Group, Ltd., a longtime leader in health care marketing, to provide you with tips to help in your customer retention and loyalty efforts.

For more information on customer retention and loyalty, visit http://www.hsmgroup.com. If you would like for us to address a specific customer loyalty challenge in "Holding Onto Your Customers," please send an email to ebriefing@hsmgroup.com with your suggestion. If you would prefer not to continue receiving the e-briefing, please email us at ebriefing@hsmgroup.com.

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