Physicians often experience value-based care as one-off changes in their clinical practice: another measure to code, a new care team member to work with, a different tool in the EHR. Truthfully, this is the same way that physicians see other strategic priorities manifest in their day-to-day. They encounter the operational changes first, disconnected from the larger strategy and “why.”
To guard against change fatigue, executives have waited to fully bring in physicians until after transforming financial and clinical models. And it’s easy for physician buy-in to become an afterthought when doing the heavy lifting to get your organization ready for risk.
But one of your most important steps as an executive (and also one of the hardest) is to communicate, overcommunicate, and communicate again until every physician can tell you why your organization is taking on risk—and their role in helping move that strategy forward.