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Physicians - ICMCC

Virtual Euro-Mediterranean Hospital - V E M H

Acceptance as Prerequisite for

Success:

Recommendations for the

Virtual Euro-Mediterranean Hospital

(VEMH)

Bettina Zippel-Schultz, Carsten Schultz,

Hans Georg Gemünden

Berlin University of Technology

1


Empirical Basis

„Study - Acceptance of Integrated Health Care in Germany“,

N = 182, TU Berlin, 2004

„Study - IT Cooperation of Hospitals“, N = 106, TU Berlin, 2004

„Study - Acceptance of a Telemedical Platform / Service“,

117 Hospitals & Specialists, 416 Patients, 4 Insurances , TU Berlin 2004

B.Zippel-Schultz / C.Schultz / H.G.Gemünden

Acceptance as Prerequisit for Success

2


Requirements of Modern Health Care

Goals:

• reduced costs

• effective learning processes,

evidence based medicine

• best treatment without

moving the patient

How:


establish a global network of

hospitals to work as

a virtual hospital

knowledge sharing

knowledge based services

Virtual Euro-Mediterranean

Hospital

H V

H I

H IV

H III

H II

B.Zippel-Schultz / C.Schultz / H.G.Gemünden

Acceptance as Prerequisit for Success

3


Network Management -

Success Factor in the VEMH

• Membership

• Role Behavior

• Extra Role

Behavior

• Evidence based

medicine

• Effective and

efficient usage of

knowledge and

resources

Management

Self / General

Active

Acceptance

Network

Success

B.Zippel-Schultz / C.Schultz / H.G.Gemünden

Acceptance as Prerequisit for Success

4


Management and Acceptance

General

Management

Hospital

Acceptance

Network

Success

Self

Management

Physicians

Acceptance

B.Zippel-Schultz / C.Schultz / H.G.Gemünden

Acceptance as Prerequisit for Success

5


Behavior Types based on

Active Acceptance

Extra

Role

• Ambition to improve

infrastructure, organization and

relationships within the VEMH

Role

• Ambition to do a good job

• Effects on others are

considered

• Expansion of the actual tasks

Membership

• Simply execution of a task

• E.g. knowledge source publishes

knowledge without reflection about

the needs of the knowledge

recipients

B.Zippel-Schultz / C.Schultz / H.G.Gemünden

Acceptance as Prerequisit for Success

6


Components of the Active Acceptance

Ability

Active

Acceptance

Motivation

B.Zippel-Schultz / C.Schultz / H.G.Gemünden

Acceptance as Prerequisit for Success

7


Abilities

Physicians

Hospital

• Medical competence

• Technical competence

• Economical competence

• Network competence

• Aggregated competences:

• Medical

• Technical

• Economical

•Network

• Infrastructure:

• Technical

• Management

B.Zippel-Schultz / C.Schultz / H.G.Gemünden

Acceptance as Prerequisit for Success

8


Motivation

Physicians

Hospital

• External

• Hospital pressure

• Money

• Reputation

• Career

• Internal

• Satisfaction

• Enthusiasm

• Identification with the values of

the hospital and the network

• Technical affinity

• External

• Customer pressure

• Competitor pressure

• Reputation

• Political pressure

• Internal

• Quality

•Time

• Efficiency

• Strategy Fit

• Identification with the VEMH

B.Zippel-Schultz / C.Schultz / H.G.Gemünden

Acceptance as Prerequisit for Success

9


Management tools to enforce

the acceptance

Ability

Management tools

Self / General

Active

Acceptance

Motivation

B.Zippel-Schultz / C.Schultz / H.G.Gemünden

Acceptance as Prerequisit for Success

10


Tools of the Self Management

•Formal instruments

•Education programs

•Resources

•Informal instruments

•Environment orientation

•Feedback

Ability of the

physicians

Self

Management

•Formal instruments

•Compensation and Benefits

•Instruction; MbO

•Controlling & Evaluation

•Informal instruments

•Identification

•Behavior Control

Motivation of the

phyicians

B.Zippel-Schultz / C.Schultz / H.G.Gemünden

Acceptance as Prerequisit for Success

11


Tools of the General Management

General

Management

•Formal Instruments

•Defined processes

•Continuous improving system

•Knowledge map /

skill management system

•Informal Instruments

•Communication, Work Shops

•Information, Participation

•Formal Instruments

•Contracts

•Billing

•Controlling & Evaluation System

•Informal Instruments

•Trust and identity building

•Transperancy

Ability of the

hospital

Motivation of the

hospital

B.Zippel-Schultz / C.Schultz / H.G.Gemünden

Acceptance as Prerequisit for Success

12


Contact

Bettina Zippel-Schultz

Berlin University of Technology

Institute of Technology and Management

Prof. Dr. Hans Georg Gemünden

Strasse des 17. Juni 135, Sekr. H 71

10623 Berlin - Germany

Phone: +49 30 314 29538

Mail:

bettina.zippel-schultz@tim.tu-berlin.de

Web:

www.tim.tu-berlin.de

B.Zippel-Schultz / C.Schultz / H.G.Gemünden

Acceptance as Prerequisit for Success

13

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