Physician Acceptance of Gateway to Care at Irwin Army Community Hospital
Final rept. Jul 1991-Jul 1992
ACADEMY OF HEALTH SCIENCES (ARMY) FORT SAM HOUSTON TX HEALTH CARE STUDIES DIV
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Gateway to Care, the Department of the Army coordinated care program, was initiated at Irwin Army Community Hospital, Fort Riley, Kansas on January 8, 1992. In a coordinated care environment, even more than a traditional staff or free market health care environment, the physician guides the patients course of treatment. Without physician commitment, Gateway to Care cannot readily succeed. This study establishes a measure of acceptance of Gateway to Care among military physicians at Irwin Army Community Hospital. The project was conducted in three phases Phase I involved determining the attitudes, perceptions and resulting acceptance of the physicians through an analytical research process Phase II used those variables displaying statistical significance to develop and implement an internal marketing intervention plan and Phase III evaluated the success of the intervention. The results indicated that physician acceptance of Gateway to Care, or any other coordinated care program may be enhanced through internal marketing, effective continuous two-way communication, and a participatory management style.... Gateway to care, Marketing to physicians, Internal marketing.
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