Perception Counts

I have always been fascinated with the power of perception in medicine. What our patients think of us impacts how compliant they may be with our examinations or interventions. Perceptions impact the trust of people we care for and play a critical role in how patients and their families remember their emergency care experiences.

I’m not telling you anything you don’t already know. Perceptions matter throughout life. Chances are you’ve chosen your car based on your perceptions of how it will perform or meet your budgetary needs, or (most likely) how you look in it and what others will think when they see you driving it. You choose Home Depot over Lowe’s (or vice versa) based on which one you perceive gives you the best overall product and service, or how the store “feels.”

Perception is a fascinating human trait. By definition, perception is:

1. The process, act or faculty of becoming aware directly through any of the senses, especially sight or hearing.

2. Recognition and interpretation of sensory stimuli based chiefly on memory.

Perception varies from person to person based (as above) on recognition and interpretation of sensory stimuli. What I find funny, you may see as offensive. We have such a tremendous opportunity to impact perception with not only our patients but our friends and colleagues. Even our facial expressions send a message.

The point is this: Our patients expect we will do everything we can to solve their problem and take care of them in a compassionate, caring, sincere way. Do we? Do you? Every time or almost always? If almost always, whom do you choose to not influence positively?

Which facial expression do you first meet a patient with? How’s your eye contact? How do they perceive you know what you’re doing? How complete is your work? How pristine is your documentation?

I would suggest that all of us need to pay close attention to how we are perceived and recognize each other when we see the powerful positives (or horrendous negatives). Remember, I may see the old lady while you see the young girl.

We have chosen a profession that requires us to be caring, and our patients want us to be compassionate. That means we have to be perceived as such, right? It doesn’t work to say, “He’s really a good provider, he’s just a little crusty.” People read perceptions better than they hear words.

There are several areas in our unique practice where perception is critical. Here are a few I think are really important.

• We should greet every patient with a sense of self-confidence.

• We should try to call everyone by their name—people like that. If you don’t know it, ask. It personalizes the encounter and sends a message that they aren’t just “the broken arm.”

• Dress cleanly. Dress professionally. Don’t let your attire distract your patient. I used to think only old fuddy-duddies talked about that, but it truly does make a huge difference.

• Wave to the public when you’re in your ambulance. They pay you, by the way. We work for them. Friendly is what they think we should be. Let’s do it.

• Thank people often. If they do something nice or well, let them know—just like you’d want to know.

• This last one comes from our colleagues at the Studer Group: When you are finishing with a patient, take a moment and ask them if they have any questions. Then follow that with, “because I have the time.” Change their perception from They’re is too busy to ask a question to They’re an open door whose expertise I can tap.

Managing how you are perceived is a powerful tool that can make a significant impact on your patients, professional life and, in very rare cases reported in the literature, your marriage or relationship.

Ed Racht, MD, is chief medical officer for American Medical Response. He has been an EMS physician for 25 years and served as medical director in private, fire-based, third-service, public utility and volunteer EMS systems.