How to do Research with Doctors
Research with physicians is challenging. They’re busy. They don’t like to play games. And they think they know it all. So how do you conduct a focus group that will keep doctors under control and also get them to open up and share? Actually, it’s easy if you follow these simple principles.
Rule 1. Treat them with respect.
A common mistake is to make doctors turn off their pagers and cell phones when they’re in focus groups. I ask them instead to please put their pagers and phones on vibrate. It’s a simple tactic, but it says that I value the work they do. They appreciate the respect and they give me more insight in return.
Rule 2. Pay them well.
It is often assumed that doctors don’t need the money or that they will be insulted. But the medical profession is not as lucrative as it used to be in the age of managed care. So I offer doctors higher incentives than other respondents. It says they’re worth more and in turn they give me more.
Rule 3. Don’t fight to control them.
It is a common mistake to get into a power struggle. The better tactic is for the moderator to defer to the physicians. I tell them I’m a little intimidated talking to them and ask for their help in getting the answers to my questions. It makes them feel valued and important and they try hard to help me do my job.
Rule 4: Try using a psychologist as a moderator.
It’s easier to get doctors to loosen up when the moderator is a psychologist. The doctors feel comfortable with a professional in charge of the focus group. They feel safe participating in different research exercises and talking about their feelings. A psychologist is already trained in confidentiality and privacy issues