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Hoff makes the point in his book that the things patients value -- like trust and mutual respect -- are hard to measure and so don't get measured. But that doesn't mean they're not important.
Are there other ways to measure a patient's experience without resorting to those questionnaires you get at your car dealership when you get an oil change? Maybe a useful question would be, "Tell us about your visit and how you'd like the next one to be different."