Addressing "Hot Topics" in Healthcare Feedback

The term “hot topics” refers to sensitive, timely, or controversial issues that resonate strongly with patients. These can range from emerging challenges like telemedicine to broader systemic issues like access to care or equity. 

Patients can have varying opinions on how well a facility adapted to virtual consultations during the pandemic or how care quality changes with different insurance coverage. Such questions can elicit strong opinions, depending on patients’ experiences with technology or perceived quality of care.

Including such topics in your surveys can yield valuable insights, but it also requires careful handling to avoid pitfalls like biased responses or alienating participants. 

This article explores whether or not — and how — to include hot topics in feedback surveys. 

Should you address hot topics?

Hot topics should be addressed when they are directly relevant to patient care or organizational goals. 

If you’d like to get a better understanding of patient perspectives on a new policy (such as increased virtual consultations), these can provide actionable data to improve service delivery. Similarly, addressing recurring patient concerns (e.g., long wait times) may demonstrate your commitment to resolving issues, which builds trust.

Sometimes, it’s best to sidestep hot topics — especially if they don’t directly impact your core services or might spark unintended controversy. 

For instance, asking for sensitive sociopolitical information, unless they are intrinsic to healthcare delivery, can skew data and alienate respondents. It’s also wise to avoid these if your organization isn’t prepared to act on the feedback effectively.

Designing questions about hot topics

Hot-topic questions should be phrased neutrally, avoiding leading language. 

For instance, instead of asking, “Do you find our new policy frustrating?” opt for “How would you describe your experience with our new policy?” — responses must reflect genuine patient sentiment, and not stem from reactionary biases.

Sensitive questions should always be optional. Patients may not feel comfortable addressing certain issues, and forcing them to do so might lead to incomplete surveys or disengagement.

If you do decide to include some potentially sensitive questions, provide context: a brief introduction explaining why the question is being asked (e.g., “We are seeking your input on our telemedicine program to better meet your needs”) can encourage more thoughtful and honest responses.

Impact on survey outcomes

Hot topics often elicit strong emotional reactions, which can lead to polarized feedback. Vaccine policies are usually a highly debated topic; a question about them might attract extreme opinions, making it challenging to extract balanced insights.

Poorly handled hot-topic questions can cause survey fatigue or drop-offs. Just like lengthy or overly complex questions, sensitive questions might frustrate respondents, leading to incomplete data sets.

All this is not to discourage you — when managed correctly, these questions can illuminate critical areas of concern. They can highlight trends or issues that may otherwise go unnoticed, such as dissatisfaction with a recently implemented policy.

Insider tips for navigating hot topics

Here are some tips to help you address the debatable questions:

• Start small: Test hot-topic questions with focus groups or smaller segments before including them in larger surveys.
• Collaborate internally: Align with stakeholders to ensure these questions align with organizational priorities.
• Balance with neutral questions: Offset sensitive items with universally applicable questions to maintain survey engagement.
• Act on the feedback: Show patients that their input on sensitive issues leads to tangible changes.
• Be transparent: Clearly explain why certain questions are included and how the responses will be used. 

The takeaway

Addressing hot topics in healthcare feedback surveys is a delicate balancing act. Done well, it provides essential insights into pressing patient concerns, allowing organizations to adapt and grow. However, it requires careful design, clear communication, and a readiness to act on the feedback — making surveys a valuable tool for improving patient experiences.