April 6, 2023
It’s common for patients to look to their healthcare specialist with a genuine sense of admiration. It’s reassuring and comforting to know that there is a known expert whom you respect and who will care for you in your time of need. However, when you feel let down by your physician, these feelings of trust and respect may be replaced with frustration and dejection.
The moment patients feel let down
Have you or someone you know ever left a doctor’s appointment with more questions than answers? Maybe the doctor had difficulty diagnosing a condition; maybe there was a diagnosis but there wasn’t much the doctor could do about it. Or, perhaps, they simply had no idea what to do. These scenarios all share something in common: the phenomenon known as disenchantment.
Disenchantment refers to the feeling of disappointment or disillusionment that develops when a patient realizes that their physician is not the all-knowing expert they originally assumed them to be. For many patients, this realization is quite unsettling and they may feel as though they’ve lost trust in their physician. As a result, patients feel helpless and unsure of what to do next.
Combating disenchantment and strengthening relationships
While it’s important to recognize that physicians don’t always have the answers, this can be hard to do. However, it is possible to reduce disenchantment and help both patients and physicians feel supported and empowered. One way to reduce patient disenchantment is to ensure physicians are equipped with the confidence and education needed to reassure patients of the care that they can deliver.
Although the method of delivery varies, we help our clients navigate optimal patient-physician relationships, such as by combating disenchantment. At Throughline, we help to unearth the “why” behind certain behaviours through a variety of human-centric research methods. Our team of social, psychological & behavioral scientists matched with our business strategists may be able to help identify actionable insights and craft strategically relevant solutions for your brand, products, and ultimately, your HCP & patient stakeholders.
Robinson, C. A. (2016). Trust, health care relationships, and chronic illness. Global Qualitative Nursing Research, 3, 233339361666482. https://doi.org/10.1177/2333393616664823