Successful hospital-physician alignment must be considered a core element of any successful response to mounting demands for higher quality, lower-cost patient care.
ALIGNING AND ENGAGING PHYSICIAN REQUIRES MORE THAN FINANCIAL INCENTIVES
- Health systems are attempting to align the performance of their newly acquired physicians with their organization wide objectives – a formidable task considering differences in culture, clinical priorities, quality targets and treatment protocols.
- Physician personal goals, attitudes, needs and beliefs vary significantly. As quintessential knowledge workers, the challenge is to incentivize them as individuals to deliver as a team – a goal where creative tension is endemic.
- It involves setting shared team goals but motivating each member according to his or her beliefs, needs and preferences.
USING SEGMENTATION AND PHYSICIAN PROFILING TO ACHIEVE ALIGNMENT
To achieve alignment, hospitals must initiate a sustained process of acculturation across its combined enterprise – a shared vision, common operational goals and unified objectives.
- It will require developing a consistent message to their physician community to foster common ‘organizational DNA’ and increase the likelihood of more enduring partnerships.
- Creating consistent messaging for a shared vision will mean an immersive understanding of the physician community and segmenting these physicians by a broad set of attributes.
- By identifying the segments and combination of message, medium and frequency for each segment, we can set the tone for more cohesion.
- Culture is built and permeated a step at a time and segmentation gives the management a framework to choose the most effective path to physician engagement.
- Only then can hospitals understand the differences among their physician community, allowing them to tailor the levers they can use to engage with each segment to increase the probability of alignment.
ALIGNING PHYSICIAN BEHAVIORS: THE CARECENTRA APPROACH