Terms of Engagement: Gaining Physician Mindshare

As physicians, we have a profound influence on others who look to us for leadership. If clinical leaders are disengaged and misaligned with an organizational mission, change strategies can fail before they begin. Where physicians go, the rest of the organization will follow—and the most successful healthcare leaders in the nation have figured this out.

When healthcare leaders propose change strategies, physicians will embrace or reject proposals based on a number of factors. The first factor is the pre-existing relationship between physicians and leaders. If there is a scarred history and an absence of trust, physician support won’t happen. Second, proposed changes must benefit physicians in significant and meaningful ways. Third, there must be compelling evidence that proposed changes will provide superior care to patients. Most importantly, physicians are significantly more receptive to change when their input and expertise is sought early, consensus is created, and a shared agenda is developed prior to launching change strategies.

Physician partnership is never about mandating change; rather, it is about collaborating to create strategies with a sincere leader sentiment of win-win for patients, physicians, and the organization. 

A multi-step framework to effectively partnering with physicians can drive organizational performance. Below is a chart of the nine steps I believe are essential to ensuring physician mindshare to push for effective change.

When an alliance is created, physicians will be an organization’s greatest champions and will leverage their influence to change the culture. A collaborative vision and unified effort, with physicians at the lead, are key to an unstoppable organization.

Stephen C. Beeson, MD, is the author of Engaging Physicians: A Manual to Physician Partnership and a board-certified family medicine physician practicing with Sharp Rees-Stealy Medical Group in San Diego, Calif. He also serves as medical director of the group.