Imperative #2: Curate physician-centered content

from the Physician Communication Toolkit

We asked physicians what one change they would make to their organization’s current communication approach. Here’s what they said:

  • "Shorter, to-the-point emails with better subject lines."
  • "Make it more personal and less corporate. Human being to human being."
  • "We get so much junk email, it's hard to figure out what really applies to us."

Too many organizations send out hospital-centric messages that are full of jargon and information that's not relevant to physicians. These organizations end up contributing to the noise they're trying to cut through. Instead, consider the physician "WIFM" (What's in it for me?) and craft messages that explicitly lead with the implications for physician interests and motivators.

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Imperative #3: Deliver attention-grabbing messages