The Integrated-Physician-Model: Business Model Innovation in Hospital Management

Abstract

This chapter describes the integrated-physician-model as an innovative hospital business model within the context of the Swiss health system. Its defining elements are (1) a specific model of organization and cooperation of medical doctors which allocates tasks and defines roles differently for basic medical services (Medical Service Units) and for specialized medical services (Medical Specialist Units) within the hospital; (2) a centralized Performance Management Unit executing the core functions of patient advocacy, quality management and productivity management; as well as (3) Medical Coordination Units which coordinate the delivery of specialized medical care along clinical pathways and perform administrative tasks for the Medical Service Units and Medical Specialist Units. Our business model aims to improve collaboration between competing medical teams within the same hospital (i.e. on firm-level) and between competing hospitals (i.e. on industry-level) by creating a framework for innovative “coopetition”. By achieving this, the integrated-physician-model does not only create value for doctors and hospitals, but also for patients. We are convinced that only those physicians and hospital providers who focus primarily on the patient will emerge strengthened from the increasing competition in the health care sector. Patient orientation will be key for success. Our innovative business model provides a framework for a successful alignment of the different care providers in our hospitals with each other and with the needs of our target customers, our patients.