It is not easy to change people’s opinions simply by conducting survey research. However, if you must try to do this, you would have to do surveys that try to push people towards valuing other aspects of health care. Two possible examples:
First, you might ask them about their health rather than about how they perceived the service they got. By doing this, you would be emphasizing the outcomes of the services rather than the services themselves.
Second, you might do surveys asking about quality of life in general. You could ask what things affect their quality of life. You would be hoping to find that actual health, rather than quality of service, is more important. You could then publicize these findings to argue that the quality of service is not the same as the quality of health care.