Healthcare can be a harsh mistress, especially on the revenue side for hospitals and health systems exacerbated by the SARS-CoV-2 pandemic. With revenues falling and many on the brink of closure, new ways must be found to boost revenues. The task will not get any easier as the pandemic rages, and in January, the new consumer price transparency regulations begin. The consumer will have the ability to search for prices on several hundred standard procedures among multiple providers. Price competition comes to hospitals. As difficult as this all is, patients still, for the most part, listen to and act on the recommendation of their physician when seeking hospital care. Image by Gerd Altmann from Pixabay And therein lies the physician experience improvement opportunity. After all the years on both sides of the healthcare marketing ledger and having worked closely with physicians, I fail to understand is why time and effort are not spent by hospitals improving the physician pra...