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Changing a Hospital's Culture: The Guest Relations Program at Medical College of Virginia Hospitals
A major teaching hospital in inner-city Richmond seeks to retain its tradition as a public research hospital serving all in need, at the same time it attracts new, fully-insured patients. As a first step, a new top administrator decides to institute a "guest relations" program designed to augment the hospital's culture with aspects of hotel methods. The relatively simple idea proves less than simple to implement, however. Staff members with a commitment to the existing hospital culture are skittish; some even fear that the new policy implies better-insured patients are to receive a better level of care. A complex administrative structure exempts doctors, who report to academic, not administrative overseers, from training programs. Nurses are wary. HKS Case Number 1017.0