I have been writing about the importance of physicians thinking about service experience before, but now there is a survey that shows patients actually put this ahead of medical competence.

Patients describe the qualities of an "ideal" doctor along the lines of how Dr. Lamberts defines the real doctor's job:

Researchers found that patients at two large U.S. medical centers agreed on a number of qualities that define an "ideal" doctor — including honesty, compassion and respectfulness.

...

"A physician who pays personal attention to the patient, who is respectful, compassionate and competent, that's what every patient wants," editorialist Dr. James T. C. Li of the Mayo Clinic College of Medicine in Rochester, Minnesota, said in a statement.

Of course it is as important to quote the words patients used to describe the other end of the spectrum:

In describing their worst experiences with a doctor, patients often cited providers' arrogance, dismissive attitude and "callousness" in discussing their condition. Technical expertise, on the other hand, was rarely mentioned in patients' assessments.

...

"Can health care really ever be high quality if patient-physician interaction is hurried, disrespectful, cold, callous, and uncaring?" Li writes in the editorial.

Ever come across anyone like that?

These findings should not come as a surprise, since making an "objective" assessment is hard for patients who are not medically trained. There is a strong argument that it is not easy for a peer-review panel either.

Takeway? One more reason for docs to think of the impression they leave and how they can take control of their reputations.