McBride J
Kaiser Permanente Medical Care Program, San Diego, CA 92120, USA.
Health Mark Q. 1998;16(1):1-9. doi: 10.1300/J026v16n02_01.
It is a generally held belief that enrolled members of a health maintenance organization (HMO) will be more satisfied with their HMO and physicians if those members have a relationship with a personal physician. Public relations and marketing managers, therefore, in an attempt to encourage the establishment of such relationships, spend significant resources producing physician choice directories for their HMO members. But to what extent do these directories impact members? Do the HMO members read them? If so, do they take advantage of the opportunity to choose a personal physician? And if they do choose, what affect does that choice behavior have on satisfaction levels? The experience of one large, group model HMO suggests that physician choice directories enhance members' confidence in their physicians and their satisfaction with personalized care.
人们普遍认为，如果健康维护组织（HMO）的参保成员与私人医生建立了关系，他们会对该组织及其医生更满意。因此，公共关系和营销经理为鼓励建立这种关系，投入大量资源为其HMO成员制作医生选择名录。但这些名录对成员有多大影响呢？HMO成员会阅读它们吗？如果会，他们会利用这个机会选择私人医生吗？如果他们真的做出了选择，这种选择行为对满意度有什么影响？一家大型团体模式HMO的经验表明，医生选择名录增强了成员对其医生的信心以及他们对个性化护理的满意度。
