Role of Communication, Influence, and Satisfaction in Patient Recommendations of a Physician

Abstract

As per the India Brand Equity Foundation, by 2022, India’s healthcare market is expected to reach US$372 billion. While exponential growth in the availability of private hospitals has been recorded in the past few years, many hospitals are not able to attract enough patients due to poor quality of services, unavailability of skilled healthcare workers, and unethical medical practices. These issues were painfully exposed during the COVID-19 pandemic. Patients rely on recommendations from friends and relatives to select a physician or hospital. This study undertakes a customer-oriented view of patients to explore patients’ perceptions of physicians’ communication and how it influences the recommendation of a physician. For the study, data are collected from 626 patients spread across three cities of North India. We find that physician communication leads to favourable recommendations, and the patient’s perceived influence and satisfaction play an important role in this process. The physician should display empathy and compassion while communicating to patients, which helps build a favourable perception of the physician. This leads to a higher level of satisfaction with the healthcare provider. Furthermore, the study also examines the effects of socio-demographic variables, such as patient’s income, patient’s gender, and physician’s gender. People with high (vs low) income are more satisfied with physician communication, whereas people with low (vs high) income are more likely to recommend a physician. Interestingly, female patients are more satisfied with a physician’s communication skills than males. Aligned with the patriarchal society, patients show more acceptance of male (vs female) doctors, but in contrast, patients are more likely to recommend a female (vs male) doctor. So, we recommend that healthcare providers ensure that patients get sufficient time to spend with their physicians to discuss problems and not ‘rush’ the patients to improve revenues.