Hospitals can cut cost or advertise on as many billboards as they please, but when it comes to securing the bottom line they still must rely on the good will and loyalty of physicians. Measuring physician loyalty and satisfaction, once an issue of modest importance, is now of primary concern to virtually all healthcare providers. In an area that is considered a tough market for physicians, the CEO and management team at South Miami Hospital have worked diligently to remain sensitive to the needs of physicians and ensure their satisfaction with this facility. After speaking with the leadership at South Miami Hospital, which is part of Baptist Health South Florida, we can clearly see why they continue to be a top performing hospital.
Wayne Brackin, CEO, began his tenure with the hospital in 1985 and feels that his continuous presence has helped him tune into the issues and concerns physicians are facing in the Miami area. South Miami hospital was founded by physicians in conjunction with the community; therefore, it is “very physician oriented,” notes Wayne.
Physicians have always had good representation on the hospital board, which contributes to their feelings of ownership in the direction of the hospital. The management team at South Miami provides other activities to aid in the positive relationship between physicians and administration including training seminars, family-friendly social events, and bi-weekly administration/physician leadership meetings.
South Miami Hospital also has a person solely dedicated to physician relations. This individual travels to the different physician practices to inquire about what South Miami Hospital can do to make the hospital more user-friendly. According to Wayne, “our physician office liaison is a popular person with the doctors, and, almost as importantly, with their office managers.”
Although South Miami Hospital has enjoyed solid physician relations for several years, the administration is keen to the pressure the Miami area is placing on doctors. “Miami is a tough place to practice, with heavy managed care and high malpractice premiums,” describes Wayne. With more competitive ventures and investment options opening up for physicians, it is difficult to maintain their loyalty to South Miami Hospital. However, Wayne and the management team at South Miami take these issues in stride. “We understand that physicians’ incomes are going down while expenses are increasing, therefore making investments in facilities that would compete with ours is a tempting opportunity,” notes Wayne. Administration at South Miami is currently investigating other options that would provide alternatives which would not be in direct competition with the main hospital.
Although current healthcare issues can tug at the loyalty of physicians, one strong reason for physicians to remain loyal to South Miami Hospital is the long-term management staff, including the medical staff office professionals. “We have a good history with our physicians where they’ve witnessed us keep our promises and be honest with them,” describes Wayne. Obviously, this combination of history, trust, and communication has fared well for South Miami Hospital.