The copmpany has panel physicians. They know that they are on the panel. They know that they will receive referrals from the insurer (and/or those from the employer). They do not have to sell themselves to the patient, and most often they do not even try.
They may treat the injured worker differently from the way they treat their private patients (whom they do not dare offend).
Often they are very busy, and this push for time is clearly and repeatedly emphasize this in the presence of the patient. The patients see them as rude and uncaring, often highly critical. The patients feel unimportant and disparaged.
Surgeons may be chosen for their “conservative” approach, meaning that they are less likely to recommend surgery. However, other surgeons entice the patients by being warm, kind and reassuring. They emphasize the services which they sell (surgery). They make strong statements regarding the efficacy of their service. In essence, they give some degree of promise and verbal guarantee.
Patients are more likely to believe that they need surgery especially if it is sold to them as a guaranteed cure for what ails them. This is no different than selling a home or a car. It is salesmanship. Or, if you prefer, these are simply good social skills.
If you are guaranteed that everyone will come to your store regardless of how you behave, then you are free to be “the soup Nazi.” The power belongs to you. But if you are trying to new recruit patients, then you learn to be kind and giving, and the patients see this as acceptance and caring.
But unless your surgeon is invested in making the patient emotionally comfortable, I can guarantee you that the patient would prefer to see someone else. This is an easy gap filled by those with less skill and sometimes more questionable motives.”