We all know how key physicians are to a hospitals’ volume. And every hospital I know spends money on annual physician satisfaction studies. But what do they really tell you? This article does a great job of reminding us of the key things to do to stay on top of what’s happening with your physician relationships so you can respond appropriately. It reminds us that most of the survey tools are limited in what they tell us, they don’t go deep enough. Ultimately, if your volume trends are downward in any specific area, chances are there is something off with your physician experience. You can figure it out through in-depth interviews or other qualitative forms of research. Check out the article entitled, “Reinventing the Physician Experience.” With competition stiff for patients and revenue, doing the same old thing is no longer good enough.