Physician bonding: one hospital's experience

In year one, hospital management has concluded that the objective of establishing a cost-effective physician bonding program has been realized. Early indications suggest that fundamental demand for services have increased. Additional data are being accumulated to assess the impact of the program on shifting referral patterns. Phase II expansion will continue in year two by continued recruitment efforts to include physicians, clinics and hospitals in an expanded geographic area of interest to the hospital. A Phase III community healthcare network is under consideration with proposals to the other two local hospitals. Two additional hospitals in the state are establishing compatible networks with the invitation to join the public utility in the future. As a reaction to environmental changes and increasing competition, hospitals are exploring several options to strategically position and strengthen their institutions. One of these options, the hospital-physician information network, appears to have an impact on bonding with physicians and thereby helping a hospital to maintain or increase market share. However, hospitals soon realize that the presence of a communications network alone does not achieve expected results -- stronger bonding and a positive effect on utilization. To be effective, a more comprehensive program is needed to help referral sources with their pressing needs and concerns. Based upon the findings at Saint Elizabeth Community Health Center, the impact on market share can be dramatic when the needs of the medical staff and primary-care referral sources are addressed in the design and implementation of the hospital-physician bonding program.