Count On Coffey

A growing body of research and commentary points to a vital truth: Supporting clinicians is essential to delivering better patient care. While healthcare marketing has traditionally focused on optimizing the patient journey, many organizations are also finding value in focusing on the provider experience.

The U.S. is projected to experience a shortage of more than 120,000 physicians over the next decade. Nearly half of current physicians report symptoms of burnout. And because clinicians are the lifeblood of care delivery, their experience has a direct and measurable effect on the quality of patient care.

Where you come in

To meet this challenge, healthcare leaders are being called to apply the same energy, investment and innovation that’s currently applied to external systems to provider-focused systems as well, starting prior to the point of care.

Consider the current norm: It can take three to four weeks to collect and verify clinician data, like work history and credentials. That’s time, capital and care capacity lost. Replacing a single physician can cost a health system anywhere from $88,000 to $1 million.

Modern digital systems can offer a better way. A “clinician digital front door” leverages data, automation and smart technology to improve every step of the provider journey—from recruitment and onboarding to credentialing and career development.

Small changes, big benefits

AI-powered recruitment can mine robust provider datasets to identify strong candidates and anticipate workforce needs. Automated credentialing and onboarding tools can save clinicians time by pre-populating licensure forms and minimizing redundant paperwork. While these updates won’t solve every challenge, they reduce friction—and that matters.

Another good tool is a well-managed, user-friendly online provider directory. These directories can do more than help patients find care—they can position physicians and advanced practice providers for success.

When a provider’s profile reflects their unique training, specialties and care philosophy in clear, accurate and human language, it reinforces their credibility, drives the right patients to their door and supports their professional reputation.

And when providers spend less time on administrative tasks and feel supported by thoughtful systems and communications, they have more capacity to connect with patients.

That connection is fundamental to the patient experience. Studies show that strong patient-physician relationships—built through shared experiences and continuity—are closely tied to satisfaction and better health outcomes.

The takeaway is clear: Investing in the provider experience—through technology, streamlined processes, smart content and supportive culture—creates a stronger foundation for excellent patient care and enduring patient-physician relationships.

At Coffey, we help health systems develop provider directories that serve both patient and provider needs. We craft content that builds trust, improves search visibility and supports referral growth. That clarity and care in presentation reflects an organization’s investment in its clinicians.

Categories: Team-building