Given the time-intensiveness of medicine, it’s no surprise that overworked physicians focus more on patient care than organizational goals. But without the attention and support of the physicians—whether they are employees or part of your organization’s network—many organizational initiatives are likely to fail. Most healthcare organizations report that one of the biggest challenges their organization faces when adopting new programs is the resistance of doctors to these changes.

Reaching Reluctant Physicians: Forging Organizational Trust and Collaboration provides physician engagement strategies ranging from democratic and open forums to workshops, new technology, pay for performance (PFP) and incentive programs. This 31-page special report explores means to accomplish change and offers insider tips for achieving the ultimate goal: physician buy-in for program success.

In this report, two physician facilitators provide an inside look at the physician culture and suggest ways to create trust and alignment between management and physicians.

These strategies are provided by Dr. Joseph Bujak, vice president of medical affairs at Kootenai Medical Center, and Dr. Scott J. Cullen, consultant for Accenture Health and Life Sciences.

Table of Contents

• Deconstructing Physician Culture and Decision-Making
  • Reaching Reluctant Physicians
  • Physician Resistance Often Runs Deep
  • The Problem of Polarity
  • Positive Deviancy
  • Learning from Experience
  • Putting the Pieces Together
  • The Pathway to Success
• Creating Trust and Alignment Between Management and Physicians
  • Identifying Physician Leaders
  • The Accenture Approach
  • Scorecards, Synergy and Solutions
  • The FastTrack Model
  • Organizational Structure
  • Keeping Physicians Focused
  • The Core of Physician Engagement
  • The Ladder of Learning
• Q&A: Ask the Experts
  • Identifying Physician Leaders
  • Differentiating Residents’ Perspectives from Physicians’ Views
  • Disease Management Buy-in
  • Outreach for Outliers
  • Changing Along with the Times
• Glossary
• For More Information
• About the Authors

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