——————————————-

Physicians leaving practices for health system employmentBy kcheungCreated Jun 13 2011 – 2:03pmBy 2013, less than a third of physicians will be in private practice, electing instead for employment with larger health systems, according to a new report released today by management consulting company Accenture Health. The rate of independent physicians employed by health systems will grow by an annual rate of 5 percent over three years, according to the report.Burdened by administrative responsibilities of their private practices, physicians are increasingly attracted to the resources that health systems offer, as well as manageable work weeks and job stability, notes the report.

The employment trend is spreading nationwide. For example, Texas last month lifted a statewide ban that now permits rural hospitals to employ physicians. For supporters of the legislation, SB 894 will attract physicians to underserved communities.”We see an increasing number of physicians leaving private practice to join hospital systems, which will force all stakeholders to revise and refine their business models, product offerings and service strategies,” said Accenture Health Senior Executive Kristin Ficery.

The trend of physician employment will require that hospitals adjust their recruitment and retention methods, especially in growing service lines, such as cardiovascular care, orthopedics, cancer care, and radiology, according to the consulting firm. In addition, Accenture anticipates that patients will increasingly shift their care from private practices to large health system settings.

Social media platforms have played an extensive role to integrate the specialized domain of medical practices with mass communication channels. These platforms certainly open up new avenues for greater awareness towards health and allied domains; the credibility of such platforms is under scrutiny.

Social Networking: Associated Risks

Many medical professionals are employing social media opportunities for brand promotion. However, a passive approach to social media can cause more harm, than good. Some of the risks associated with the use of social media are:

• Legal and privacy issues: Information about health is an extremely sensitive matter. In fact, the use or disclosure of health-related information is stringently regulated in most countries. Several hospitals and pharmaceuticals have expressed concern over using social networking websites due to privacy and confidentiality concerns. To avoid trouble, some social networking sites have added customizable privacy settings which facilitate users to regulate information access from their profile pages.
• Reputation concerns: For healthcare organizations and pharmaceutical companies, a logical concern is user-generated content which may include criticisms regarding unfavorable events. Such complaints can damage corporate and brand reputation. It is essential for healthcare organizations to monitor public perception about their brand in social media and employ social image control measures in case of reputation crisis

Social Networking: Identify the Silver Line Behind the Black Cloud

Looking at the positive side of social networking, medical professionals and healthcare organizations are able to connect to their large customer base and understand their requirements. This interactive approach can help them overcome loopholes and provide better services. Other major advantages of using social networking opportunities in healthcare communication are:

• Cost effectiveness
• Offers greater impact
• Facilitates direct communication and interaction
• Ensures transparency
• Provides free access to information

For those healthcare professionals who want to engage and interact with their community, enhance business scope and build their reputation, it is imperative to opt for social media platforms. Additionally, they can supplement traditional media efforts with social media tools that fit their goals.

Like most other healthcare organizations, United Medical Partners, too, has an online presence. However, this firm does a slightly different job – it is a healthcare recruiting organization that connects deserving candidates with potential employers. The firm has been operating in the US for the past 10 years with the aim of alleviating the problem of physician shortage.
Links:

• http://www.blogger.com/profile/10509744232171901962
• http://conversationalcorporation.wordpress.com/2010/04/08/social-media-a-strategic-tool-for-healthcare-communication/

Physicians Shortage Statistics
The following are some statistics offered by some known medical agencies in the US:

• According to the data provided by the Health Resources and Services Administration (HRSA), demand for doctors will exceed supply across specialties by 2020. The non-primary care specialties are predicted to face shortage of 62,400 doctors. General surgery is projected to be among the worst hit in the category, with an approximate dearth of 21,400 surgeons. The number of general surgeons will supposedly fall from 39,100 in 2000 to a little more than 30,000 by 2020
• A research conducted by the AAMC Center for Workforce Studies in 2007 exhibited that the demand for oncology services will rise 48% between 2005 and 2020. At the same time, the supply of oncologist services will rise by only 14%, thus translating into a shortage of 2,550 to 4,080 oncologists
• According to another current study which comprehensively analyzed statistics provided by the American Medical Association (AMA) Physician Masterfile, there are only 3.5 dermatologists for every 100,000 Americans.

The shortage of physicians is sometimes attributed to the population demographics. While the population increases in size, it also grows older. Statistics claim that while there will be an 18% increase in the population in the next 10 years, the number of retirees will expand by 54%. Older people require more health care, therefore, the need for larger number of doctors.

AAMC Chief Advocacy Officer, Atul Grover, M.D., Ph.D. also said, “one of the big diseases that stand out is cancer. Older adults are much more likely to get cancer than younger people, increasing demand for oncologists, surgeons, and postoperative cancer care.” The lack, if it continues, can create a huge problem for the society in general.

The physician shortage in the US has led to the rise in the number of doctor recruiting websites. However, it is crucial for all potential candidates to be involved with a powerful industry name in order to be recruited by the best medical institution in the country.