Promoting cost-effective physician behavior.

The current demand for cost containment, improved quality of care, and increased efficiency requires the cooperation of hospital administrators and physicians. Too often, however, administrators are frustrated in their attempts to gain the cooperation of physicians in working toward improving a hospital's financial position. In many instances administration efforts are perceived by physicians as promoting economic efficiency at the expense of quality of care. This article offers specific suggestions, from the physician's perspective, regarding how hospitals can develop a successful program to promote cost-effective physician behavior.