J U N E 2 0 1 5 O U T P A T I E N TS U R G E R Y. N E T
tions. Perhaps the most surprising finding of
their research in more than 40 countries is
that human behavior, relationships and suc-
cess are more driven by warmth than com-
petence. Despite all we've been taught and
trained about the importance of our compe-
tencies, genuine warmth and goodwill
toward others has far more impact on our
performance. Of course, we can't get by
without at least adequate competence in any
field, especially health care, but competence
will only get us so far. Without warmth and
trusting relationships, competence alone
yields only grudging cooperation and resent-
ment.
• The dangers of competing on price. The last 50
years of bottom line-driven commerce have
created a highly transactional business envi-
ronment where trust and relationships are
weak. As a result, many customers and buy-
ers default to price as the basis of choice. So
even though we've got more data and more
ways to communicate than ever before, loy-
alty in nearly every industry is actually
lower than ever before. With price trans-
parency and consumer choice coming to
health care, it's really imperative that outpa-
tient surgical facilities understand and focus
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