When I take a step back from my current practice of medicine, I am struck by how much has changed in the 17 years I have been seeing patients after completing my residency. Much of this has been driven by technology- the electronic medical record and patient access to records and communication with the health care team through portals. I believe this has worked out both in favor of physicians and patients as we have better access to medical information during an encounter and another option to communicate with our patients.
What is more striking to me is how much the patient-physician interaction has changed over this time period. Let me elaborate on this further. I’m used to seeing patients for a second or even a third opinion for certain problems. In fact, I encourage patients to seek second opinions all the time telling them that “the doctor who does not want you to talk to another doctor is someone you should run away from”. This interaction has not changed. Instead, what I am seeing now more and more are patients referred to me for a problem who do not like the answer I am giving them. I recently saw an elderly patient who was referred to me by another urologist for consideration for surgery. Her medical condition placed her at high risk for post-operative complications and her cancer had not been adequately staged. Even though she got an appointment with me within a week of contacting my clinic, she had been dealing with this issue for several months and when she arrived in my clinic, she expected to be scheduled for surgery immediately. When I explained her overall medical circumstance and that I would need to perform additional testing prior to proceeding with surgery, she became irate and insisted on being scheduled for surgery without the recommended work-up. I appreciated her frustration and acknowledged the challenges that had been placed in front of her in navigating the health system but told her I would not proceed with any intervention without completing the appropriate work-up. When I offered her another opinion, she told me that I had to take care of this issue and that she would not see anyone else.
Several months before this, I was referred a young man who presented to me for a surgical consultation. He insisted on a video consultation which I was happy to oblige even though he lived and worked less than 10 minutes from my clinic. He also requested a 12:30 appointment which is when I try to call patients back and catch up on my “in basket” between my morning and afternoon clinic and I was able to accommodate that as well. When we connected on the video, he started off with his list of very detailed questions and requests. While I appreciate patients being prepared for their visit, I also am interested in educating them on the disease, their options and the risks and benefits of each option before drilling down on details like surgery scheduling, surgical approach, expected recovery, time off, and long-term outcomes. I have found that when I have 5-10 minutes to teach people about the disease process, I am able to answer 80-90% of their questions allowing them time to focus on concerns that I did not address. When I interrupted him and offered him this approach, he became upset. I get that people want to be in control of their health care but as I answered his questions, I became concerned that he was not really asking the right questions. When he demanded I give him a surgery date, I told him that I needed to review more information with him and asked him to come in and see me in person at the end of the day. When he refused, I told him that I would not feel comfortable proceeding and he became upset yet again. Ultimately, he agreed to come into clinic and we were able to have a much better interaction in person.
I have at least one of these challenging encounters every few months. I’m not a difficult person. I am also not the kind of surgeon who believes that surgery is the right answer for every problem I see. I also believe very strongly in patient-centered care. I try to get patients in to see me in as short a time as possible and will add patients on to clinic, arrange for phone or video visits on non-clinic days, and call patients back at the end of long clinical or administrative days or on weekends. I try to answer all questions and when I do not know the answer, I will do the research to get the right information to my patients.
Hospitals, health systems, and payers are increasingly focused on patient experience as a metric of quality. While there is a great deal of data on how better patient experience results in better outcomes for patients, I really struggle with how sometimes patient expectations contradict appropriateness of care. When the Institute of Medicine outlined goals for health care delivery- safe, timely, effective, efficient, equitable, and patient-centered, I am not sure that they realized that there could be conflicts between these different priorities and that there should be a hierarchy in terms of which of these are more or less important. Sometimes efforts to provide patient-centered care with high patient satisfaction contradict with safety and effectiveness especially when the care that is desired will not improve outcomes or is altogether inappropriate. So as health systems shift terminology from patients to customers or clients, physicians and other healthcare professionals have to ask whether this is appropriate and really in the best interest of high-value patient-centered care?
To answer this question, there are several dimensions that we have to explore. Unfortunately, I am exploring these issues while the shift is well underway so ultimately, the last part of my discussion will be focused on how we as physicians and healthcare professionals respond to the consumer culture taking over medicine.
The first challenge in the patient-consumer equation rests in choice, or often the lack of choice. As consumers, one of our powers is choice. We can choose where we want to go out to dinner, choose from a variety of products at a grocery store, where to live, which car we want to drive, and where we want to have our health care, most of the time. But there are many circumstances where neither the patient nor the physician has a choice about entering into a therapeutic relationship. By law and regulation, when a patient comes to an emergency room, if that hospital has the ability to treat that problem, they have to. That means the ER doctors have to see and care for that patient. It also means that if I am called in for an emergent or urgent consult, I have to see and evaluate the patient and care for them if I am able. While sometimes the patient chooses which ER to go to, they often do not if they are brought in by ambulance resulting in a care team of the physicians who are “on call”. In larger hospitals, a patient can request another physician in that specialty but many smaller hospitals only have a single doctor providing that care leaving patients without options.
There are other barriers to patient choice as well. As many of us know, the pandemic has caused closures of many smaller and rural hospitals. In many communities, there may be one hospital or clinic or no hospital for a great distance. Even in communities with multiple hospitals or health systems, the rise of narrow networks increasingly is limiting which hospitals, physicians and clinics patients can access. Yes, patients need to read the fine print on the health care insurance they choose but their choice is limited by their financial resources or sometimes by their employer who is offering the benefit. If you happen to be the only doctor providing a certain type of care in a narrow network, patients have no choice but to see you. I see this all too often when patients self-pay for a consultation but are not willing to pay for an intervention with me because their insurance will not cover an out of network provider. As we can see, regulation, payers, and sometimes geography limit both choices for patients as consumers and the physicians who care for them.
A second big item that challenges the notion of patient as consumer or customer is the cultural trend of skepticism of expertise. This has become increasingly apparent with the COVID pandemic where people have questioned many of the mitigating interventions that the medical community have developed. This includes the value of public safety measures such as masking, social distancing, and hand hygiene to strong anti-vaccine sentiment. I won’t belabor this point because others have covered this much better than me but the countertrend has been for non-experts to advocate for treatments that have been scientifically disproven. There are at least two randomized controlled trials of hydroxychloroquine that I am aware of that show no benefit to this medication in treating COVID. Similarly, ivermectin has shown no benefit but led to several court cases forcing hospitals to provide this as a form of treatment to hospitalized patients.
The common understanding is that when a customer seeks a service, they rely on the expertise of the service provider to help guide the decision. Part of what the customer pays for is the knowledge and skill of the person they are seeking services from. With a growing culture where people question expertise more and more, customers are attempting to dictate both what care they receive and the type of care they get. In a purely patient-centered approach, we would give the customer what they wanted. But in health care, this may strongly contradict safety, efficacy, efficiency, timeliness, equitability, and appropriateness. I have patients that come to me all the time with what I view as misinformed or inappropriate requests that will not treat their problem or benefit them in the long term. As physicians, we are expected to follow the highest level of medical evidence in our clinical recommendations and increasingly professional societies, payers, and health systems are holding us to guidelines and best practices. What master, then, is a physician supposed to follow? In other services, the customer is always right but in medicine, that cannot be the case because care is supposed to be based on standards and pathways rather than the desires of a patient. The added complexity here is that unlike other services, physicians cannot simply refuse to provide care as patients, in certain circumstances, can claim abandonment. It’s one thing for me to provide a consultation or a second opinion where the patient can walk away and consider what I have recommended and an entirely other situation when a primary care physician has a patient that is non-compliant or even combative.
Adding to this complexity is the growing lack of civility we are seeing across our society. It is no longer a given that patients will be respectful or use civil language during a visit. Workplace violence is a large and relatively unrecognized problem in healthcare by the public. The Joint Commission is now surveying hospitals on their mechanisms to mitigate workplace violence and keep our nurses, physicians, and other healthcare professionals safe, but we are at greater risk from violence from patients, families, and co-workers across the various sites that we interact with our patients. This ranges from verbal abuse to tragic gun violence. This ire is often directed towards non-physician staff. When I hear about this from my nurses, clerical staff, and medical staff in clinic, I will call or speak directly to patients who are often surprised that I am addressing poor behavior with them, but I have to advocate for the people I work with every day. I have had to fire patients from my clinic who inappropriately touched one of my staff or who were so verbally abusive that a therapeutic relationship became impossible. While I try to drill down to what is driving the behavior- fear, anxiety, external stressors- and try to provide my patients help, there is a line where lack of civility poses a safety risk to me and my team.
A third challenge in medicine is understanding who the actual customer is. This is somewhat similar to my last point, but the significant difference is that my last argument was more about the patient questioning and dictating care decisions. This point is about who actually makes the decision about the health care that is delivered. Simply put, there are multiple stakeholders that decide what care is provided to patients. Many times, the patient is not actually the customer. In some cases, employers are the customers of health systems. In other cases, insurers and especially Medicare make decisions around what healthcare patients have access to and can receive. They do this through intermediaries like pharmacy benefit managers, third party review, and several other mechanisms that both determine coverage or decide what medications and treatments are available and by whom. In addition, a majority of physicians are now employed and are accountable to the entity that pays their salary.
The last bucket is a large bucket that encompasses other challenges physicians face treating patients like customers. If I can sum it up in one statement, I would call it the generational problem. When I finished my residency, my mentors taught me the same principles of success that they had been told- a successful physician is affable, available, and able. To translate, to have a successful practice, a doctor needs to be nice to patients and referring doctors, readily available to take pages and phone calls when they are wanted or needed, and able to confidently deliver the care they are being asked to provide. The challenge with this recipe for success currently is that it is at risk both from newer generations of patients and changing expectations of new physicians and other health care professionals. Patients want health care when, where, and how they want it. In the past, this would mean a patient would call the answering service for their doctor or the hospital operator who would then connect with the doctor on call for the group who would respond. During the day, a patient could call clinic and be connected to a nurse or the doctor in the group seeing patients in clinic that day. That is not good enough for our “on demand” culture expectations. I routinely open the electronic medical record in the morning to find a patient who sent a portal message directly to me at 2 or 3 in the morning sometimes for an urgent issue that should have gone to the on-call physician. Our clinic team routinely gets requests to switch appointment times or dates, change from in person to virtual visits, have tests ordered and performed at a local hospital or clinics outside our health system, or cancellations with requests for me to call patients back with results. These changes place a high burden and cost on clinic staff who have to reschedule or help schedule and chase down results in different health systems taking them away from caring for the patients in front of us. There are simply not enough hours in the day to be “available” the way current patients expect us to be.
This is compounded by the fact that the new generation of physicians are not willing to sacrifice their time to be available in the way that their peers expect in this “on demand” culture. They are increasingly choosing work situations where they do not work full-time, job-share, perform shift work roles, negotiate less call, and create firewalls between their work and personal lives. I do not begrudge them of this since we have talked about work-life balance in many professions for years and this generation is doing something about it. The problem is that this leaves those of us who have grown up with the guilt of availability shouldering even more of the responsibility. I always bring my computer when I am out of town and my pages are forwarded to my phone that reach across the country. I will open up my electronic medical record at least a couple of times a day even when I am on vacation because I am never sure if someone is in clinic to answer patient questions. Can we actually meet the needs of patients who view themselves as customers when those expectations are unrealistic for any human being?
The answer is no and in addition to the pandemic, these consumer expectations are driving physicians and other healthcare professionals out of the work force because of burnout only making the problem worse. This has been especially apparent with our nursing colleagues who are leaving their profession in droves because we are asking them to do more with less for more patients with higher demands and greater complexity.
I know this feels like a diatribe on consumer culture in medicine. That is not the case. I believe in patient-centered care. I believe in empowering patients to make informed decisions about what is best for them and shared decision making that helps patients improve their health and well-being. I believe strongly in patient access and timeliness of care. We learned the hard way during the pandemic that not all “elective” care is equal and that outcomes did suffer when patients did not have access to services early in the pandemic and continue to suffer because of constrained staffing in clinics and hospitals. I also appreciate that there are social “influencers” outside of patients brief interactions with healthcare entities that we often do not understand as we try to care for patients.
As much as possible, we need to provide patients choices and allow them to seek the best care with the best providers possible based on transparent metrics and outcomes. But fundamentally, we must acknowledge that health care is a system that constrains certain choices and is delivered by people for other people. Doctors, nurses, healthcare professionals, and patients already function with certain constraints, rules, and regulations and the customer model has to take that into consideration. To support patients’ choices and voice in healthcare, I propose two options for how we may go about supporting an experience that will honor both patients and those who dedicate themselves to healing patients.
Option 1: Health Care Professional Bill of Rights
In response to work-place violence and burnout, many health systems and organizations have developed policies that articulate how their healthcare professionals should be treated by patients. However, I have not seen any of this made truly transparent to patients. Healthcare cannot be delivered without the nurses, physicians, and all other staff that have dedicated years or education and training to serve patients and we need to make sure that patients understand this as they access care. The airline industry has worked this out. Yes, passengers are customers but when a passenger is on a plane in a seat, there are expectations of that passenger to maintain safety during the flight for other passengers and the pilots and flight attendants. This starts when a passenger buys a ticket and is asked questions and reminded of rules about what can and cannot be in their bags during a flight. Before the flight begins, passengers are shown a video or instructed by the flight attendant on safety procedures that dictate the customers behavior on the flight. There are also now laws that protect flight attendants from unruly behavior resulting in ejection from the flight. I have created a list below and for those of you who have read this far, I would love to get your suggestions to refine this list. It would also be great to create a video to show patients before their first visit that articulates behaviors that will result in a productive visit and keep everyone safe:
- Healthcare Professionals Are People. Treat us with respect and kindness and expect the same from us. (if you are wondering if your behavior towards others is inappropriate, ask yourself what your Mother would think of it.)
- Healthcare Professionals Are Experts. You have come to us for advice and treatment. We will listen to you but please also listen to us. Patients have the ultimate decision about treatment, but healthcare professionals can’t be forced to deliver treatment that is ineffective or inappropriate based on best practices, guidelines, and established levels of evidence.
- Violence and Abuse to Anyone in Any Healthcare Environment Will Not be Tolerated. Mitigating Circumstances Must Be Understood and Addressed (mental health, distress, etc…) but persistent incivility and poor behavior will forfeit the medical relationship.
- Respect Healthcare Professionals Time and Expect the Same from Us. Use common sense about the right way to communicate with your healthcare team. Understand that you may not receive an answer immediately and that answer may come from a covering member of the team.
- External Entities Sometimes Dictate How and What Care We Can Deliver. We, as healthcare professionals, will try to obtain what we consider the right tests, medications, and treatments for your care but are sometimes limited by your healthcare insurance coverage and inability to get authorization.
Option 2: The Uber Model of Health Care Rating
Lists of rules and rights can be hard for anyone to remember. I was recently on a trip and ordered an Uber at the airport to take me to my hotel. As many of you know, Uber allows you to rate your driver. But the driver can also rate you as a customer. I recently looked at my Uber app and found my rating as a customer which was 4.69. Not bad but I am a type “A” person and strive to achieve the best score I can. In the app, there is a write-up to help customers understand their rating. These include not keeping the driver waiting when they arrive (time is money), courtesy, and safety. In many ways, this hits upon some of the “bill of rights” statements I have included above.
We have long been rating healthcare professionals and there are numerous websites that provide scores for us as individual physicians with comments in addition to more formal surveys that patients complete in both the ambulatory and inpatient setting (CG and H-CAHPS scores). These validated instruments are used to provide us feedback on our individual as well as clinic and hospital performance in terms of patient experience. The nice thing about these scores is that there is enough granularity to allow us to drill down to develop countermeasures for improvement. That’s not the circumstance with a 5-star rating system but given what we as providers know about patient experience, a lower score on a simple scale can give us the impetus to dive deeper to try and improve.
It would be a sea change to rate patients but coupled with clear expectations above, it could help patients understand better how their behavior and interactions with the healthcare system might impact their experience of care. The technology is already available to be able to provide patients with a way to check their star rating. After a visit, a doctor, nurse, or other provider could enter a score into the electronic medical record that would then post to the patient portal and be averaged with the ratings of other providers they have seen in the system. While this will not influence everyone’s behavior, will not be accessible to those who do not use the portal and will not likely cross health systems, for those who do use the portal, it has the potential to impact behavior. We all want to be viewed in a good light. Peer pressure and our social nature as humans could be a powerful influence to impact behaviors that will positively effect the clinical care experience. There are mitigating circumstances that would need to be taken into consideration and physicians and other healthcare professionals would need to be educated with clear guidelines on how they rate patients and what is in scope and out of scope of the rating. In addition, there likely needs to be a certain number of encounters before a patient can be rated and this would eliminate rating patients who are seen only once a handful of times in the system. I would also consider avoiding rating patients in certain encounters- the emergency room, prior to surgery/procedures, behavioral health, or labor and delivery.
This type of model would take some political will by a health system and probably would be best to start in a completely integrated health system where the insurer and provider of care are one and the same (Kaiser?). Alternatively, health systems could partner with large employers in a rating process of their employees. However, this could be a powerful tool for providers and patients to have discussions about how each of them feels about their interactions and discuss how to make these interactions more productive in optimizing health and wellbeing. I would limit this to adult patients. It could also be a way for health systems to understand how to serve patient populations via data analytics. Are star ratings poorer for some demographic or social group because the amount of time or way the clinical encounter is set up?
Ultimately, the consumer ship has sailed. Health systems and individuals view the patient experience through the lens of a customer. We as health care professionals are playing catch up and need to balance the physician (and nurse and other team members) interactions with patients in the interest of better patient care and our own wellbeing. I believe creating rules of engagement could be this opportunity and would love to hear your thoughts.