(Business Wire) At a time when the competition between hospitals is at a fevered pitch, a new survey of 800 Massachusetts adults shows that consumers are questioning the longstanding practice of taking their doctor’s advice about where to go for medical care. They also are conducting their own research to determine where to receive their care.

The survey was conducted by Boston-based brand communications firm PARTNERS+simons in June. The firm conducted an online survey of 800 people throughout Massachusetts between the ages of 25-65. These people were asked about their healthcare decision-making, and how they search for information about hospitals and doctors.

Surprisingly, only 24% trust their doctor completely to make the right decisions in terms of where they should go to receive medical care. When faced with choosing a hospital, only 5% agreed that hospitals are doing an excellent job educating them about why that facility is better than any another. That’s a provocative finding since a whopping 98% of respondents feel that, regardless of what people might say, not all hospitals deliver the same quality of care.

The survey also notes that:

• 58% of the respondents feel patients and their families should be actively involved in selecting the right hospital.
• 50% feel they need more and better information about quality and safety being delivered by doctors and hospitals.
• Today’s healthcare consumer is much more active than their parents were – respondents said they are 78% more likely to research information on physicians, and 75% more likely to evaluate treatment approaches.

”The physician referral system has been in place for a long time, and this study does not suggest it has become obsolete. But consumers are clearly beginning to question authority,” said Tony Cotrupi, President and head of the Health practice at PARTNERS+simons. “There is a profound opportunity for hospitals to better articulate their clinical expertise and commitment to the patient experience. The ones that meet this need for information will make patients less skeptical and, more importantly, true advocates for the hospital.”