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Show M(p Off iocteirs Compared to the "Marcus Welby" ideal, doctors are perceived by the public as generally rate for appointments, appoint-ments, overpaid, overworked, inaccessible, disinterested, lacking a sense of humor, slow and frumpy. THIS SERIOUS "image problem "--caused by the doctors' doc-tors' ignorance of free market principles-is contributing to the growing malpractice insurance in-surance crisis in this country, according to a study by two University of Utah researchers. Dr. Kent L. Granzin. associate as-sociate professor marketing, and graduate assistant ' Erhard K. Valentin, conducted conduct-ed a survey of 597 adults in the Salt Lake City area to de-' termme differences between a person's perception of the "ideal physician" and the "average physician in practice prac-tice today." THEY published their find ings in a 13-page report which will be presented at the annual an-nual meeting of the Southwestern Marketing Association As-sociation in San Antonio, Texas next month. Patients are bothered by the long wait for service and the absence of house calls." the researchers note. The public also perceives the physician as "expensive, overpaid and rich." THE SURVEY showed people are concerned about the doctor's "physical condi-tion"--notably the fact that he or she appears "tired and overworked. Patients want the i r doctor to be more available, easy to talk to, interested and sympathetic than he actually appears," the researchers point out. Commenting on the survey, Dr. Granzin and Mr. Valentin emphasized the general public still accords the physician "the highest pres tige granted to nongovernment nongovern-ment officials. BUT IT appears the public now expects a great deal more of the courtesy and accountability ac-countability demanded of other professionals operating in the market place," they note. The Utah researchers believe much of the problem is rooted in the doctors failure to understand the fundamental fun-damental marketing concept of "meeting the needs of the public. The physician as a purveyor of medical services is in every sense a marketer." they note. DOCTORS could explore the logistics of reducing their patient load to allow themselves them-selves more time with patients pa-tients as well as needed rest periods, the researchers say. AN authoritative word to dispel fears, a smile from office of-fice personnel, more cheerful 1 literature in th? : room, and psvcho! j brighter facilities i-,. , j enhance the doctor's .-. ' they note. j The researchers a 1 gest doctors couid frr,:v j a massive education p- . to communicate the dt facing a short-handed ; ; sion, the need fnr nv: j specialities, and the tn -; i disadvantage of sucn j- j ties as hous calls j "CHANGING ronr-l expectations may he rrv -1 fective than drastir j ! . i-: mg the current ir - presenting medital vices." the U resfdrt.r- serve. p- However. they adrr.;: j j image is "at best a 1 " I T interim solution to the 1 1 care crisis, w hat is " needed is more din'i sure free operation market." |