Doctoral Dissertations

Date of Award

6-1987

Degree Type

Dissertation

Degree Name

Doctor of Philosophy

Major Professor

Robert H. Kirk

Committee Members

June Gorski, Jim Neutens, Bill Wallace, Max Wortman

Abstract

The primary purpose of this study was to develop a model of an internal assessment system to identify market opportunities for medical group practices. In addition, the study sought to answer the following;

1. What theoretical model contains the most valid components necessary for internal identification of market opportunities within medical group practices?

2. How can that theoretical model be applied in a medical group practice setting?

3. What specific market opportunities can be identified as a result of the application of the model in a medical group practice setting?

4. What revisions of the theoretical model were suggested by its application?

The basis of the theoretical model and the methodology for application of the model was determined through an extensive literature review.

The model specified methodological steps, that included the collection of internal primary data and external secondary data, in addition to the literature review.

The model indicated an extensive literature review as the first method step. A study population was then selected--a large multi-specialty group practice. Collection of both internal primary data and external secondary data followed.

Internal primary data collection included both the use of patient and provider questionnaires. The Ware Patient Satisfaction Questionnaire and The Patient Demographic Profile were used to obtain both demographic and psychographic data from the provider sample.

External secondary data, consisting of national, state, district, and local information was obtained from public sources.

Simple enumeration, discussion, appropriate descriptive and statistical tests, were used to analyze the accumulated data. The results of the data analysis plus the creative input and/or expert opinion of the researcher completed the steps needed to identify market opportunities.

Application of the model resulted in the identification of numerous opportunities. Categories of opportunities were (in order of significance):

1. Reduction of waiting time/improved time management

2. Increased/enhanced provider education

3. Physical plant or equipment improvement

4. Improvement communication

5. Addition of specific specialists and services

6. Changes in personnel management

7. Promotional opportunities/increased promotional efforts

Based on the findings of the study, the following conclusions were drawn:

1. The theoretical model described in Figure 1 (page 117 of this study), contains the most valid components necessary for internal identification of market opportunities within medical group practices.

2. The theoretical model can best be applied in a medical group practice setting by the following steps described in the methodological portion of Figure 1 (page 117 of this study).

3. Seven categories of market opportunities were identified as a result of the application of the model in a medical group practice setting.

4. No major revisions of the model were needed to achieve the stated purpose of the study, but specificity might be increased with methodological refinements.

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