ABSTRACT
Physicians must now take steps, through voluntary commitment, to improve the quality of service they provide their customers. Because of the physician-oriented nature of the health care marketplace, it is up to physicians to take leadership positions in this effort. Such an initiative should be:
integrated with current programs for improving quality care and service, managing risk, and managing care;
consumer driven, with leadership by physicians; and
designed as an ongoing process that will result in fundamental operational changes to achieve and maintain excellence.
