ServiceFriday: Don’t Judge a Healthcare Professional by Their Cover

Used-car salespeople are more often than not depicted as being loud, aggressive, persistent, and male. This is what is known as a stereotype and it’s one aspect of the service industry that can hurt both the customer and service provider. Stereotyping exists when an individual is believed to have matching characteristics or behaviors to a particular group, regardless of the validity or truth of such assumptions. Occupational stereotypes in particular are plaguing the service industry and there are few fields impacted more than the human-centered service systems (HCSSs).

The healthcare industry is one example of HCSSs that is severely influenced by stereotyping. A recent study published in the Journal of Service Management examined the impact of occupational stereotyping in the healthcare industry. The researchers distributed questionnaires to 1,016 adult patients across two German hospitals with 213 adequate responses being returned.

After careful analysis using scientific research methods, the researchers found that the data displayed that a connection exists between stereotypes and patient orientation and patient co-creation. “Importantly, perceived patient orientation and co-creation are both negatively and significantly correlated with the extent to which patients hold negative stereotypes toward their healthcare professionals.” This indicates that patients with negative stereotypes of their physicians and caregivers reported that they did not feel they were treated as well or as involved in the healthcare process as those who did not have those stereotypes.    

The data also identifies the correlation between negative stereotypes and overall patient satisfaction. “H1, which stated that the more negative stereotypes are, the lower patients’ satisfaction will be, is thus supported,” the researchers concluded.

Managerial implications

Management, particularly in the healthcare industry, as well as physicians and caregivers would be wise to take note of this study because it illustrates another avenue to potentially improve customer satisfaction and customer loyalty. Being self-conscious of the stereotypes that consumers may apply to healthcare professionals can help lead to a better understanding of how to counteract such stereotypes.

The researchers recommend overcoming these occupational stereotypes by:

• Increasing the time spent with patients and attempting to learn more about one another.
• Reducing the complex nature of HCSSs. “For example, hospitals could reduce the number of different physicians and nurses involved in the treatment of the same patient or ensure that diagnostic and treatment information is provided in an understandable manner.”
• Acting contrary to stereotypes to help develop trusting relationships and boost customer perceptions of the occupation.

 To read the full article go to the Journal of Service Management. (A fee may apply.)