Joe Austin, CEO

     The relationship between a hospital and its medical staff is one to be protected and to be given much attention.  As many facilities rely on physician referrals to drive business, it is important for these hospitals to maintain a healthy union with their doctors.

     Joe Austin, CEO of North Fulton Regional Hospital, recognizes the importance of this linkage.  “The future of our hospital, any hospital, is based on its relationship with physicians.”  Austin provides a fresh perspective on how this relationship might develop and become stronger.  Since joining the administrative team in November of 2006, he has spent time with various hospital staff members and medical staff physicians, seeking out areas for improvement and growth. 

     With more than 25 years of health care experience, Austin has developed a three-point plan to ensure that the relationship between a hospital and its physicians remains secure.

1.  Be available.  “Physicians should always feel and know they have the ear of the administrative team.  This can be accomplished through personal policy and by returning calls to physicians on the same day they are received.”

2.  Be open.  Because Austin views physicians as customers, he strongly believes in soliciting their input. “I have found when we open ourselves to the medical staff and seek their input, the vast majority will work with us to find solutions that benefit all involved.”

3.  Be direct.  “Physicians are trained to analyze a set of facts and make decisions quickly.”  When asked by a medical staff member to make a decision, Austin believes in being direct.  “If we are in a position to agree on the issue before us, we should do so quickly.  If, however, the hospital does not have the staff or other resources needed to approve the request, we must also respond.  Physicians would much prefer we answer a question directly with a simple ‘yes’ or ‘no’ rather than with an ‘I’ll get back to you.’”  

     Communication is a key point in Austin’s plan for improving hospital-physician relations.

     “I want to talk to as many physicians as possible to get their thoughts,” Austin said, “and to understand what the issues are so we can address them.”  Part of this communication is a letter that Austin will deliver to each physician associated with North Fulton Regional Hospital that will include all of his contact information, including both his home phone number and cell phone number.  With this gesture, he hopes to open the lines of communication so that physicians feel they have ample opportunities to be heard.