The CHC Perception Vacuum: Part 4

Insight 4: CHC providers are not viewed as being “more committed”

A drinkcaffeine study of 300+ consumer healthcare decision-makers reveals what people are prepared to believe about CHCs, and how CHCs can unlock market potential as they pursue the goal of population health. Access the full study.

42% disagree that CHC healthcare providers are “more committed” than other providers.

The statement we tested: “Community Health Centers are staffed by providers who are more committed to patient health than other providers.”

2.6% Strongly Agree
19.9% Agree
37.4% Disagree

4.6% Strongly Disagree
35.4% “Don’t Know”

Action: Start recruiting a mission-driven staff

With more than one-third of consumer perceptions about the commitment level of CHC providers hanging in the balance, CHCs should revisit recruiting, hiring, and onboarding practices. The pandemic has caused a labor shortage. Getting the best candidates will require good targeting and content.


Tell Your CHC Story. Explain the relevance and successes of CHCs: Prevention. Ambulatory care. Cost containment. Population health. Use this content in video and online recruitment messaging.

Highlight facilities. Many CHCs have new infrastructure and new capabilities. Showcase them for job candidates.

Profile staff and doctors. Showcase your staff’s faces and voices. Use short, Zoom video staff interviews to allow candidates to get comfortable with your people. Yes, employee turnover can jeopardize the long-term value of this content. But do it anyway – and monitor its effect on recruitment and morale.

Package Benefits. Emphasize quality of life-related benefits to counteract perceptions regarding the challenges of working in a pandemic-ready, frontline environment.

Publish Research. Survey patients relentlessly and report on KPIs to existing and prospective staff.

Remember: The recurring theme regarding CHCs is in the Don’t Know category

More than a third of respondents – 35.4% – have no sense of the level of commitment at work in CHCs. That’s a perception vacuum that can be filled with the right content.

True, there’s no evidence that CHCs attract a staff that is especially devoted to the health and well-being of its patients. And maybe that’s the point. Why shouldn’t CHCs change the script by featuring their providers and explaining why these men and women make a difference?

Contact us when you’re ready to use healthcare communications to solve problems.