How to improve your image with physicians. Differentiating your laboratory for a competitive advantage.

A collaborative partnership between physicians and the laboratory is more important than ever. This requires addressing the five major complaints that physicians have regarding the laboratory within the context of six key characteristics of doctors. The complaints concern: timeliness of information, completeness, accessibility, providing information in a suitable form, and making it understandable to time-pressed physicians. Working effectively with physicians to achieve an immaculate image means understanding why they tend toward control, have difficulty with conceptual presentations, and are quick to stereotype. It also means understanding how to capitalize on their tendency to respect expertise and reward it with loyalty. Establishing a favorable image requires creating a perception of cooperative proactivity based on sensitive performance.