Seven steps for surviving in the next decade
Changing with the times is critical
Here’s the advice from our experts on what you need to do to survive and prosper in the next decade:
1. Learn about the business side of health care.
Being able to make sound business decisions will be critical in the future, says Randy Killian, MS, MBA, executive vice president of the National Association of Managed Care Physicians in Glen Allen, VA.
With cuts in reimbursement and increasing pressures to improve efficiency, medical practices will have to base decisions on good business practices, he adds. For instance, instead of hiring another physician, a practice might hire a nurse educator to work with diabetic patients because it makes more sense for their bottom line.
Physicians must know who the customers are and how to market their practices. They will need to understand the claims process and how to get claims paid correctly. Before they sign up for a managed care contract, they need to understand exactly what the contract means, he adds.
2. Focus on patient satisfaction and customer service.
Patient satisfaction and quality care will be increasingly more important in the age of the empowered consumer.
"In the 21st century, physician practices have got to focus on customer service. During my 30 years in health care, they’ve never looked at patients as customers. But that’s got to change. Doctors have got to be the Ritz Carlton of health care to make it," Killian says.
In the future, expect your patients to want to know more about the treatments you institute, their effectiveness, and the track record of your medical team, says Sandy Lutz, health industry analyst for the U.S. health care practice of London-based PricewaterhouseCoopers (PwC) and author of the organization’s report "Healthcast2010: Smaller World, Bigger Expectations."
PricewaterhouseCoopers advises physicians to improve communications by using interactive customer feedback systems, such as personalized Web pages for patients and dialogue through e-mail and chat sessions.
3. Embrace new technology.
Physicians will have to become more data-driven and technology-oriented to survive in the next century.
"Physicians must take advantage of every technology that helps in diagnosis and treatment, as well as being equally cognizant that administrative technology is a major contributor to efficiency," says Ernest Berger, chief operating officer of Physicians Strategic Resources, an Atlanta firm that assists physicians with the non-legal issues of terminating their contracts with physician practice management firms.
4. Put the Internet to work for you.
The Internet is a tremendous opportunity for physicians and hospitals to work together on protocols, scheduling of operating time, submitting claims, and communicating with patients. There is a whole crop of new doctors who know the Internet and are prepared to use it. If you don’t keep up with the technology, you may lose patients to these Internet-savvy practitioners.
5. Use alternative and complementary medicine.
Whether it’s chiropractic care, herbal remedies, or mind-body techniques, patients are demanding alternative and complementary medicine, and many are paying for it out of their own pockets. Employers are asking for it in their negotiations for health care insurance.
"Patients are looking for more than just drug treatment. They are interested in nutritional counseling, mind-body treatments, and other forms of mind-body medicine. If physicians can’t help the patients who want this type of treatment, they need to be prepared to refer them to someone who can," says William J. DeMarco, MA, CMC, president of DeMarco & Associates, a Rockford, IL, health care consulting firm.
6. Continue learning.
Health professionals can no longer expect their initial medical education to be sufficient, the PwC report says. They must continue learning and adapt the latest technology in order to attract top-level staff.
The report cites Web-based and computer-based training tools as a way health care professionals can enhance their training. In addition to continuing their own education, physicians should give their staff incentives to become multi-skilled and base compensation on competency.
7. Evolve into a larger organization.
Physician practices must move away from being cottage industries that work alone and begin to operate in a larger, more efficient organization, Berger says.
"Physician practice management companies were one way to create economies and efficiencies, but it doesn’t always work. We believe physicians ought to be merging their practices to make bigger practices instead of selling out to other kinds of entities," he adds.
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