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Subtitle:  “Dear John:  Find Another Doctor Who Cares.”

I was opening my mail on Friday when I noticed an envelope from my physician’s clinic.  I was surprised to read that my doctor is leaving the group.  I started to add the letter to my growing recycling pile when two things occured to me:

1. Although a patient of this physician for over 2 years (likely 8-10 visits), I’m rather ambivilent about her departure as my personal physician.  Other than the annoyance of having to get to know someone new and lose the perception of value that the continuity of care veil might have provided me, um, I’m feeling “not so much” about the change.  She was actually kind of cold anyway and lacked a strong handshake (gotta have a confident handshake, ladies!).
2. By contrast, I am shocked at the position the letter assumed and its mixed messages.  And maybe the insensitive tone.  While of course the envelope was addressed to me personally, the letter itself was not.  The letter’s saluation referenced me as “Dear Patient.”  And yet the first line of paragraph two is “It has been a pleasure and priviledge profiding care for you and your family.”

So I have to ask – did the office staff find it too challenging or merely unimportant to print personalized letters and match letter with envelope?  Last I knew, Microsoft had this handy trick called “mail merge” that sort of demystified that sort of thing.

I know a little bit about health care.  Of adult age, I’ve naturally had personal experiences – the births of my children certainly not withstanding.  I’ve also gathered some professional experience, having worked for agencies representing the payor and provider sides (United HealthCare and Blue Cross/Blue Shield of TN, also Columbia/HCA hospitals in KY), served at a 3rd party partner again on the payor side (Wellmark), and now as a partner on the provider side (hospital clients of my present employer).  I’m also trying to learn by reading trade magazines to continue to cultivate my knowledge of the clinical and organizational sides of providers.

For many people, physician choice – even with “in network” restrictions – is a very personal one.  Physicans  intersect with us predominantly when we’re at our lowest or weakest points.  When we’re vulnerable and feeling sensitive.  When we’re in need.  Alas, I think even part of their oath references the sanctity of the relationship and the level of care  – direct and indirect – patients are owed.  I know that for most of the hospitals our company represents, the physician finder component is a high priority.  It must be central, visible, usable, and in most cases tied to an appointment setting or request functionality to aid in converting prospects to patients.

So while in this instance I don’t personally take umbrage or feel concern over my doctor leaving, I realize that many other people would.  And I’ll bet “Dear Patient” left them feeling rather cold and unimportant.

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