Inside physician engagement: When “input” comes too late

Bill Heller, chief operating officer at CHG Healthcare, the company behind the 2025 Physician Sentiment Survey, explains where organizations most often go wrong when they try to involve physicians in decisions — and what meaningful engagement actually looks like.

Too often, leaders ask for physician input after decisions are already 80% or 90% finalized. Whether it’s selecting a new electronic medical record system, adopting new technology or revising compensation models, late-stage consultation signals that feedback won’t truly influence the outcome.

Heller argues that effective involvement has three core elements: timing, intent and follow-through. Physicians need to be brought in early enough to shape decisions, not react to them. Leaders also need to show genuine curiosity, not just check a box with a survey or listening session.

Equally important is closing the loop. Even when leaders can’t act on every recommendation, explaining what was heard, what changed and why builds credibility. Without that transparency, engagement efforts can backfire and deepen frustration.

The takeaway is straightforward: if organizations want better policies and stronger physician buy-in, they have to ask earlier, listen carefully and follow through consistently.