Others are cynical, but accepting.
Much of the challenge for us has been in communicating the reasons for its introduction. We invested a lot of time and energy in member communications, even offering personal meetings with a senior clinical director from our insurer for those who felt particularly aggrieved. Member perceptions have improved as a result, but a hard core of cynics remain.
I am rather divided on the matter. On the one hand, we are experiencing first-hand the cost benefits. On the other hand, however, I do sometimes struggle with the argument that open referral will lead to higher-quality care. I want to believe this, but it is too early to tell.
Jane Fenwick is associate director, total rewards at Shire Pharmaceuticals
