Physicians at the CFO's door: what's your response to requests for new technology?

CFOs need to be aware of controversies surrounding some new technologies that are being aggressively marketed to physicians, including well-founded criticisms that justify denial of a physician's request for a technology. In responding to such requests, CFOs should consider intangibles such as potential revenue impacts, good will, internal and external service levels, and outcomes of services. To help in making such decisions, CFOs should identify a clinical confidant and form a materials use evaluation committee.