The Importance of Physician Engagement in Value-Based Initiatives

By Stewart Gandolf
Chief Executive Officer

[SHSMD16 Speaker Podcast Series] Stewart Gandolf, CEO of Healthcare Success talks with Dr. Jeff Cole, Vice President of Ancillary Services at Athens Regional Health System about Dr. Cole’s upcoming presentation at the 2106 SHSMD Connections Conference on the topic: Successfully Engaging Physicians in Value-Based Initiatives: Strategy and Best Practices from the Frontlines of Physician-Hospital Collaboration.

Dr. ColeIn the medical field, where hospital CEOs are often businessmen and not doctors, physicians can get left behind during the implementation of key hospital programs – which is the topic Stewart Gandolf and guest Dr. Jeff Cole discuss in today’s podcast.

A few years ago, Athens Regional Health System rolled out a new electronic medical record (EMR) program, during which Dr. Cole and many others learned a hard lesson about the importance of physician involvement.

Administrators vs. Doctors

Athens Regional is likely no exception to the problem of administrators vs. doctors. New systems tend to favor the heavily technical side at the expense of clinical workflow – more paperwork, tougher tracking systems, and other new, additional tasks all jeopardize a physician’s ability to efficiently treat patients.

Often times, new initiatives are framed by how they will affect the bottom line, but it’s not always easy to do the same for their operational impact, which is why a physician’s input is – and should be – a valuable asset to the success of the program.

In his case study, Dr. Cole discusses Athens Regional’s “canaries in the mineshaft.” Doctors and nurses spoke up about their concerns with the new EMR system, but it fell on deaf ears. Instead they were labeled as “resistant to change,” “malcontent,” or even “troublemakers.”

In the end, the implementation of the new EMR system was unsuccessful for the reasons that the doctors and nurses had warned about. This example highlights why it’s vitally important to involve physicians during the implementation process. Doctors and nurses provide important insight to the operational effects of a new program, and if they resist a new initiative, that doesn’t mean they don’t support it.

Best Practices to Engage Physicians

How do you get a doctor to support a new initiative? Dr. Cole has a number of helpful tips, which he supports with relevant, real-life examples:

  • Set the stage. Clearly explain why you need the physicians to be a part of the process.
  • Give them the tools they need to help you implement change.
  • Be an expert in your process.
  • Get them involved early.
  • Present facts and figures.
  • Give them substantive goals to work toward.

By including physicians in the process, Dr. Cole and his team at Athens Regional were able to work through the EMR crisis and bring the hospital to a higher level of clinical and operational efficiency.

For listeners attending the 2016 SHSMD conference, Dr. Cole and his partner, Chris Beckham, will be presenting on Tuesday, September 13 at 11 a.m. in the east tower, Plaza B.

Also, conference attendees can meet with our Business Development Manager, Christine Rizza at the Healthcare Success booth, #612 in the exhibit hall.

This article and podcast are part of Healthcare Success’ continuing education series featuring speakers at the Society of Healthcare Strategy and Market Development, 2016 SHSMD CONNECTIONS in Chicago, September 11-14.

Stewart Gandolf
Chief Executive Officer at Healthcare Success
Stewart Gandolf, MBA, is Chief Executive Officer of Healthcare Success, one of the nation's leading healthcare and digital marketing agencies. Over the past 20 years, Stewart has marketed and consulted for over 1,000 healthcare clients, ranging from practices and hospitals to multi-billion dollar corporations. A frequent speaker, Stewart has shared his expertise at over 200 venues nationwide. As an author and expert resource, Stewart has also written for many leading industry publications, including the 21,000 subscriber Healthcare Success Insight blog. Stewart also co-authored, "Cash-Pay Healthcare: Start, Grow & Perfect Your Cash-Pay Healthcare Business." Stewart began his career with leading advertising agencies, including J. Walter Thompson, where he marketed Fortune 500 clients such as Wells Fargo and Bally's Total Fitness.



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