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P HYSICIAN ENGAGEMENT WITH a hospital's philanthropic actions is an essential tool for ensur- ing continued quality care for their patients and improving hospital facilities and services. And although many physicians may feel removed from the philanthropic arm of their hospitals or healthcare organizations, this does not have to be the case. To get you started, here are a few tips for ensuring your philanthropic efforts are both ethical and effective: + Re v ie w t he A mer ic a n Me d ic a l Association (AMA) guidelines for physicians and fundraising. + Respect the sanctity of the physician- patient relationship and do not discuss a donation during a clinical encounter. + Be mindful of patient privacy and confidentiality. Basic demographic data about patients can be shared; however, seek approval before sharing stories. + Recognize the value and appreciate that giving is good for the giver — boosting physical and mental health. + Refer your grateful patients to the hospital's philanthropy office when a patient or their family approaches you about making a gift. The most important thing is to recog- nize your patient's gratitude and know how to best respond. Philanthropy can make the difference between good care and great care. Giving inspired by the relationships between grateful patients and their physicians helps individuals and communities in countless tangible and intangible ways. Common Questions of Physicians Will a patient's donation transform his or her relationship with me? When physicians are provided train- ing on engagement in philanthropy and informed of the protections in place for their patients, physicians are able to ethically and effectively fundraise while maintaining the privacy and respect expected of the physician- patient relationship. I'm not sure how to ask for money. It feels awkward. Your foundation staff is there to support you. Work with them to learn more about best practices and methods for physicians to engage in the philanthropic process. An education process in which physi- cians are coached individually can help you feel more comfortable participating in fundraising. Will my patients who make donations want me to treat them differently? Will they feel I am coercing them at a vulnerable time in their lives? It is important to maintain the integ- rity of the clinical relationship. When possible, physicians may wish to let a foundation or development official approach individuals one-on-one while the physician participates in other fundraising initiatives. Ho w d o I re m ain in c ompli an c e with HIPA A? Hospitals should educate all staff members — including physicians — about appropriate and inappropriate fundraising approaches. Knowing the protections and guidelines will ensure that you comply with all rules and maintain the confidentiality of the physician-patient relationship. Make the Connection Physicians are among the most trusted members of a healthcare organization or hospital. Patients turn to them — not marketers or foundation officers — in times of need. As a fundraising resource, therefore, physicians can be invaluable. Through effective training, they may contribute to a practice's or healthcare organization's development initiatives in ethical, effective ways. We at Health Philanthropy Services Group recognize that substantive physi- cian engagement in patient fundraising is a critical and ethical component of philanthropy in the changing health- care landscape and know how to best collaborate with physicians to ensure healthy philanthropic results. To lear n more about how you can enhance your healthcare fundraising, visit Health Philanthropy Ser vices Group at health-philanthropy.com. You can reach Bill Mountcastle directly at 877-500-9659 or wmountcastle@health-philanthropy.com ■ By Bill Mountcastle, MPA Sunligh on Healthcare Fundraising 1 2 | Cleveland/Akron/Canton MD NEWS ■ M D N E W S . CO M ■ S E P T E M B E R /O C T O B E R 2 0 1 5