Building a new doctors’ health program in South Australia

Dr R Sexton , Medical DirectorDr R Hetzel,Chair

Doctors Health SAHOHP Conference Auckland, Nov 2011

Home

from Adelaide……..

….to Outback

and home…

Flock management

Self- everything…

The Impairment Progression

well

unwell

impaired

The structure

A marketing approach

• The Value Proposition

• Primary research

• Secondary research

• Needs analysis

• The 7 Ps

Value proposition

Healthy doctors are good for society

and

doctors will be healthier if they have their own doctor!

Primary researchREGISTERED DOCTORS IN SA 7000

NO GP 40%

DEDICATED DR. HEALTH CLINIC 48-72 %

CHECK-UPS POSITIVE

BARRIERS MULTIPLE

SELF-Rx POPULAR

WEBSITE POPULAR

Secondary researchDR-DR CONSULT NOT PATIENT-CENTRED

MEDICAL CULTURE DETERS SELF-REPORTING

MANDATORY REPORTING FEAR OF DE-REGISTRATION

SELF-RX ACUTE AND CHRONIC ILLNESS

RECOGNITION OF ILLNESS POOR

OH&S RISKS DRUGS IN WORKPLACE

HEALTH CARE AS A PATIENT POORER OUTCOMES

Needs analysisUNIVERSAL SPECIFIC

•CHECK-UPS•GP s

DIT• AH ACCESS• STRESS ADVICE

•PRIVACY•WAYS TO ASSIST UNWELL COLLEAGUES

FEMALE• EMBARRASSMENT

•CONFIDENTIAL SERVICE•CHOICE OF WAYS TO SEEK HELP

•< 40• AH CLINIC

•PATIENT-CENTRED CONSULTS•EMPATHY

RURAL• ACCESS TO CHECK-UPS•PHONE ADVICE

The 7 Ps

The 7 Ps

• Product• Price• Place • Promotion• People• Premises• Processes

Start with the patient in mind…

Offer a choice of pathways….

..to connect to a GP and formal care networks

..who are trained in doctors’ health…

Actively target and recall..

..and promote service to profession.

The 7 Ps

• Product• Price• Place • Promotion• People• Premises• Processes

The right People..

Premises

Processes ( ‘P’ no 7)

• IT

• Appointments

• Billing

• Accreditation

Risk

Pathways and Partnerships ( ‘P’ no 8 and 9!!)

PATHWAYS towards formal heath care = Simple and clear

PARTNERSHIPS= key rural and urban stakeholders

Doctors Health SA

Corporate approach….flock management

In conclusion….