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How to Prepare Physicians for The Upcoming Hospital Rankings from U.S. News and World Report

U.S. News and World Report has been releasing an annual list of the best hospitals in the country since 1990. Their methodology includes a physician survey as well as an objective analysis of over 30 factors, such as patient discharge-to-home rates, the volume of nursing staff, quality of nursing staff, and more.

As with previous years, the survey timing will not be announced before it begins. So while we don’t know precisely when the survey for 2022 will open, we know that it is coming up soon. 

That’s why now is an excellent time to reach out to physicians and make sure they’re aware of upcoming changes. Start your outreach early to encourage as many physicians as possible to participate in the survey. Then, have a strategy in place to share the results once they are released. 

Preparing for the Physicians Survey

In 2022, physicians will no longer be able to submit survey responses via mail. Instead, U.S. News is going completely digital by solely relying on the digital physician networking platform Doximity. Therefore, any physician who wants to share their opinions will need to be a Doximity user. 

It’s best to sign up sooner rather than later, as physicians will only be allowed to participate in the survey if they have registered for Doximity before the end of the 2022 survey period. In addition, physicians should have current board certifications for their specialty listed on their profile.

U.S. News is also changing how physician opinion is weighted compared to other metrics. In prior years, physician opinion has held a weight of around 15 percent in pediatric specialties and as much as 24.5 percent in adult specialties. 

In 2022, U.S. News will adjust the weight of physician scores based on demographics to account for differences in physicians’ tendencies to respond to surveys. However, this is not expected to have a noticeable impact on the results, so physicians should still make every effort to participate and let their voices be heard.

Sharing Insights from U.S. News and World Report Rankings

Not every hospital can land in the coveted top 10 list. Here are a few ideas for using email to share ranking information with targeted physicians and encourage them to reconsider your hospital in the future. 

Redefine rankings

Email is an excellent medium for explaining the reason behind low rankings. If a low ranking is an accurate indication of a problem, list ways the hospital system will improve. If the ranking is due to other factors, email offers ample space to highlight your hospital’s strengths to demonstrate how a low score does not correlate with a low quality of care.

Segment strategically

Remember that U.S. News and World’s rankings don’t cover the complete scope of healthcare. Use segmented marketing to deliver targeted messages to specific audiences to highlight your hospital’s strengths.

Share gratitude

Always share your thanks with the physicians who took time out of their busy lives to share their opinions. Even if your hospital did not rank as high as you wanted it to, these physicians are your allies. Saying “thank you” can go a long way. 

HealthLink Dimensions Can Help You Prepare for the Next Survey

At HealthLink Dimensions, we focus on reaching healthcare professionals through omnichannel marketing with HealthLink Connect. We can help you develop an email, programmatic, and even SMS outreach strategy to let physicians know about the changes to the upcoming survey. 

Once the results are in, we can also help you deliver targeted messages regarding the results through programmatic marketing and email deployment.

Contact us today to get started.

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