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A PHO Primer
By Dr. David Edward Marcinko MBA, CMP™
[Publisher-in-Chief]
Contrary to popular belief, physician-hospital relationships are not always driven by formal economics partnerships such as joint ventures, employment or medical director stipends. A concerted physician outreach program demonstrates a hospital’s commitment to working together more effectively.
Example
For example, Bon Secours Hampton Roads Health System in Virginia uses a systematic outreach program in which senior leadership, supplemented by physicians sales staff, meet regularly with physicians to identify critical operational issues that are disrupting their practice. The program is so important to building referral relationships with physicians who have other options for alignment that the system CEO reviews the issues list daily.
Link: www.BusinessofMedicalPractice.com
Key Areas
Regardless of the partnership model, consultant Carolyn Merriman believes effective physician-hospital relationships call for alignment in four key areas:
- Leadership – physicians are included in developing the strategic direction of the hospital and its programs and services.
- Input – physician input is sought from people and areas beyond the traditional medical executive committee, often using younger, informal leaders who are the future leaders of the medical staff.
- Communication – physicians feel heard and responded to as they identify issues and challenges they encounter as they practice medicine, and they feel that processes are in place for effectively resolving the issues.
- Relationship Management – executives understand what motivates physicians professionally and personally and use that information to build a solid foundation of trust and mutual respect as they build and foster relationships.
Assessment
In a 2007 survey, the American College of Healthcare Executives (ACHE) found that physician-hospital relations was the third most pressing issue for hospital CEOs, topped only by financial challenges and care for the uninsured. Within the physician-hospital category, specific concerns included creating win-win collaboration, physician requests for payment for service to the hospital, competition with physician-owned facilities/equipment, medical staff structures/leadership and niche providers.
Certainly from the physician’s perspective, a better relationship with hospital leaders and hospital staff makes life infinitely easier. We do, after all, share a common denominator—the patient. Like the physician, the hospital is equally interested in providing patients with the very best quality and service possible.
Conclusion
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Our Other Print Books and Related Information Sources:
Health Dictionary Series: http://www.springerpub.com/Search/marcinko
Practice Management: http://www.springerpub.com/product/9780826105752
Physician Financial Planning: http://www.jbpub.com/catalog/0763745790
Medical Risk Management: http://www.jbpub.com/catalog/9780763733421
Healthcare Organizations: www.HealthcareFinancials.com
Physician Advisors: www.CertifiedMedicalPlanner.com
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Filed under: "Doctors Only", Practice Management | Tagged: ACHE, American College of Healthcare Executives, Bon Secours Hampton Roads Health System, Carolyn Merriman, david marcinko, pho, Physician Hospital Organization | 1 Comment »
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