Gp and patient relationship marketing

gp and patient relationship marketing

“It's about drawing the line between being a professional doctor and being Relationships with patients can pose a challenge to doctors at any. Applying relationship marketing principles to the healthcare industry reveals new and better ways to interact and improve the doctor-patient relationship. With an. There are ways to use relationship marketing to restore trust. Over the last 20 years, there has been a dramatic erosion of trust in the doctor-patient relationship .

Usage and Attitude survey DH; Mori; Technorati, April Another perspective is the type of information a patient may want when they have been newly diagnosed with a condition or on admission to hospital. Good patient information is important as it can: Help to ensure that patients are properly prepared Give patients confidence, improving their overall experience Remind patients of what they have already been told in case they have forgotten Involve patients and carers in their treatment and condition.

Individuals also have a right to apply for access to health information held about themselves and, in some cases, information held about other people. The NHS Institute for Innovation and Improvement supports the NHS to transform healthcare for patients and the public by rapidly developing and spreading new ways of working. This includes the relationship doctors can develop with their patients by developing supportive networks, working in partnership with patients, carers, service users and their representatives as well as taking an multi-agency approach and working collaboratively with colleagues to deliver and improve services.

They envisage that competent doctors will: Identify opportunities where working with patients and colleagues in the clinical setting can bring added benefits Create opportunities to bring individuals and groups together to achieve goals Promote the sharing of information and resources Actively seek the views of others Initiate meetings bringing together patients, carers and the wider healthcare team Able to involve patients and carers in discussions about long term care Creates links with patients, cares and key healthcare professionals to develop service jointly.

What is clear is that partnerships between doctors and other health professionals vary from place to place and person to person. Changing roles and a variety of contextual factors have necessitated change, but that change is uneven, and sometimes rests on a fragile and pragmatic consensus of how doctors should work with and alongside others.

Moving forward doctors, clinicians, public health and managers would benefit from joint participation at each stage of the decision-making process, this has the potential to lead to a shared understanding of each other's cultures, why decisions are made and the need to maximise our limited resources so that all our patients benefit. This article has been cited by other articles in PMC.

gp and patient relationship marketing

The rapid pace of medical advances coupled with specialization and super-specialization, is eroding the traditional doctor—patient relationship. A cross—sectional study design with both quantitative and qualitative methods was employed. One hundred and ninety-eight outdoor patients were interviewed as part of the quantitative study.

Interactions between managers, doctors and others

Three dimensions of the doctor—patient relationship, that is, physician patient concordance, trust in physician, and patient enablement were assessed using validated tools. Focus group interviews using an open-ended format among few physicians was carried out as part of the qualitative study.

In the quantitative analysis most of the sociocultural factors did not show any significant association with the doctor—patient relationship. However, gender was significantly and strongly associated with trust in the physician.

A qualitative study revealed language and culture, alternative medicines, commercialization of medicine, and crowding at specialist and super-specialist clinics as barriers to a good doctor—patient relationship.

Good doctor—patient concordance agreement leads to better trust in the physician, which in turn leads to better patient enablement, irrespective of the sociocultural determinants. Rapid advances in medical technology pose further challenges.

There has been a shift in recent years in how doctors collect information about underlying disease processes. Increasingly, however, modern medicine has come to rely on a battery of tests to come to a diagnosis. The underlying pathological processes are now firmly identified by blood tests, X rays, scans, and other investigations carried out in specialized laboratories or clinics.

As Kleinman et al. They also act as role models for medical students to emulate.

What Is Relationship Marketing in Healthcare? |

These developments are putting a further strain on the fragile doctor—patient relationship, as evidenced by the increasing trend in medical litigations. With rapid social changes on one hand and advances in medical technology on the other hand, studies on the changing doctor—patient relationship, particularly in developing countries, are indicated.

Most developing countries comprise of many social and cultural entities, with diverse languages, customs, religion, and so on, which provide ample opportunity to study how these sociocultural factors affect the doctor—patient relationship.

gp and patient relationship marketing

The findings of such studies will provide some inputs for improving the communication between the patient and doctor. This in turn will have a positive impact on patient care and management and hopefully reverse the rising trend of medical litigations. However, conceptualization of various dimensions of the doctor—patient relationship for an objective study poses certain difficulties. As the doctor—patient interaction does not take place in a vacuum, but in different social and cultural environment, it may be influenced by sociocultural factors.

Interactions between managers, doctors and others | Health Knowledge

Besides, there is no consensus about the importance of various dimensions of the doctor—patient relationship. These limitations preclude assuming that concordance leads to compliance or adherence. The backbone of the concordance model, according to Vermiere et al.

gp and patient relationship marketing

In a qualitative study among diabetics they have found that patients sought greater understanding and appreciation by health professionals of the subjective aspects of living with diabetics. Adler[ 11 ] goes a step further when he discusses the sociophysiology of caring in the doctor—patient relationship. He infers that besides the justification of a caring doctor patient—relationship on humane grounds, it can also be justified as a direct physiological investment.

He speculates that caring as a sociophysiological engagement may provide a unitary concept for understanding the health consequences of social support and the doctor—patient relationship for both doctor and patient.

In the present study our research question is, what are the sociocultural determinants of three dimensions concordance, trust, and patient enablement of the doctor—patient relationship and also what are the inter-relations between these three?

We defined doctor—patient concordance as an agreement measured by a set of questions suggested by Kerse et al. Due to rapid industrialization leading to rural—urban migration, the outpatients were comprised of a large number of migrant populations from rural areas. The timeframe to complete the data collection and entry was two months.

Forty days was set aside for data collection, and 20 days for data entry. The study was conducted during May — June, A cross-sectional study design was used.

Both quantitative and qualitative methods were employed. A pilot study was carried out, before the main study, to ascertain the number of patients who could be interviewed properly in a day.

What Is Relationship Marketing in Healthcare?

Based on the findings of the pilot study the final sample size and methods of sampling were decided. For example, it was found that in a day, five patients could be interviewed properly, so given the 40 days for data collection, a sample size of subjects was planned.

During the data collection period of 40 consecutive working days, five consecutive patients were approached daily in the waiting room of the Outpatient Department OPD of the medical college hospital.

gp and patient relationship marketing

They were explained the purpose of the study and then invited to give a written informed consent to participate in the study. The respondents were interviewed using the survey instruments immediately after their consultation with the doctor.

Quantitative methods Three dimensions of the doctor—patient relationship were examined, that is, physician—patient concordance agreementtrust, and patient enablement. Measurement techniques for these aspects are given below. Study instruments Part I of the survey instrument elicited health, demographic, and sociocultural information.

Part II of the survey instrument assessed various aspects of the doctor—patient relationship, such as: