Docs respond slowly to consumerism
Study points out opportunity for competitive edge
If you are analyzing and responding to patient satisfaction and outcomes data, you already have an edge over other medical groups around the country, suggests a study of consumerism in health care.
Consumer demands are playing an increasingly influential role in health care, but medical groups have been slow to respond to that change, according to a study conducted by the Health Care practice of KPMG Peat Marwick in Atlanta and Northwestern University's Institute for Health Services Research and Policy Studies in Evanston, IL, and Chicago.
Physician organizations rated low in innovation when compared with academic medical centers, health systems, long-term care organizations, suppliers, and payers. (The survey included only national practice management firms as an assessment of physician organizations.)
While the report reveals a weakness in physician organizations, it points up an opportunity, as well, says co-author Teresa M. Waters, PhD, assistant director of the Institute. By placing a greater focus on patients' needs - such as customer service, information, and greater involvement in medical decision making - medical groups can gain a competitive edge, she says.
"In a very crowded medical marketplace, providers are looking for many ways to distinguish themselves," she says. "This is certainly a very important one."
Waters noted that health care "report cards" are evolving around the country, with both patient satisfaction and some clinical outcomes information. Despite the difficulties involved in providing accurate clinical outcomes by physician group, Water predicts that such measurements will become prevalent as consumers increasingly demand information.
"The consumer is becoming more sophisticated and doesn't just want to know, 'Were people happy?'" she says. "They want clinical information."
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