Tribridge Connections

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The Future of Physician Relationship Management

Damon Auer, Vice President, Health and Life Sciences for Tribridge Read More

The modern healthcare landscape is complex, leading organizations to struggle managing the webs of physician and provider relationships that comprise their operations. I have seen far too many institutions watch their attrition rates rise as they mismanage key partnerships and stumble with communications. As hospitals and private practices strive to retain compassionate, well-respected professionals, they need to dedicate CRM solutions to the management of these connections.

"Hospitals and private practices strive to retain compassionate, well-respected professionals."

A Tangled State of Affairs

I'm not the only one who believes that healthcare providers need to establish a more transparent, communicative method of physician management - ask any executive leader in the sector and they will express their frustration with the current managerial model. Not only is it difficult to attract and recruit top talent, but the retention of these professionals is a challenge in itself, especially if physicians are predisposed to take a self-employed route.

For this reason, executives need to reconsider the way they engage with healthcare professionals, moving away from traditional hierarchical relationships and toward a team-based atmosphere that promotes group decision-making. Of course, this requires the use of deeper, more accessible data resources that can be incorporated in real-time, allowing for more dynamic and informed partnership activity. Uwe Reinhardt, a professor of political economy at Princeton University, argued in a piece for Modern Healthcare that this shift in mindset is critical to improving physician management.

"Do not treat physicians as regular employees," explained Reinhardt. "Instead, as much as possible, make physicians feel part of the management team that jointly makes or breaks your enterprise. That includes regularly sharing managerial and financial data on your enterprise."

Build and maintain fruitful connections with professionals who deliver the best possible care.

Software Strengthens Connections

While any executive board can vow to take a more collaborative approach to physician management, I believe that an organization can only get so far in its efforts before it is limited by the shortcomings of outdated technology. That's why partnerships with doctors and other care providers need to be improved with updated software solutions, purpose-built for the management of these sensitive relationships. Thankfully, specialized CRM platforms have saturated the market, and healthcare institutions have a wide range of dedicated options to choose from.

An article from Enterprise Apps Today even pointed out that CRM has taken on a reputation for being vertically-oriented, servicing specific sectors and use cases as opposed to conventional, horizontal systems. Organizations that dig deep enough into the market will find the solution they're looking for and finally revolutionize their approach to physician management.

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