Check this out. What you will see is the report of a study of 10,000 clinicians in 40 countries. The major finding? About one out of five, 20%, of those responding indicated that they are “uncomfortable” in treating members of the LGBTQ community. They look at them differently. They treat them differently. Interesting, but not surprising, that religious beliefs about homosexuality are a significant driver here.
Stereotypes and prejudices are interesting things. They often are adaptive. At the height of the AIDS/HIV epidemic, for example, the fact that clinicians learned to treat gay patients differently was, in part, a matter of self-preservation. Clinicians needed to know if a patient was HIV+, for example, so that extra care could be taken in managing bodily fluids.
But in “this day and age,” the lead researcher summarized, this prejudice is “unacceptable.”
Bottom Line. Is this the only clinician prejudice that matters? Hell no! An important part of our work at ThinkGen in doing Mindset Marketing ResearchTM is to uncover the litany of prejudices that exist among clinicians, and to determine the impact they have on treatment decisions.
Unacceptable or inevitable, such prejudices are an important part of our customers’ realities. We need to understand them if we are going to lay claim to truly being “customer-centered.”