Session Summary: Physician Relations Inside and Out—Launching and Fueling Your Program for the Long Haul
By Sean Conway
The first day of SHSMD Connections 2017 was jam-packed with excellent educational opportunities, just as you would expect. The SHSMD website promises a conference that will equip healthcare professionals with the information and resources needed to face the rapidly evolving future of healthcare, head-on. Day one of the main educational sessions lived up to this commitment.
The “Physician Relations Inside and Out” session was a perfect example of an instructional, learning opportunity created with future growth in mind. Carol Koenecke-Grant of Valley Health System has built a physician relations program from the ground up, using a well-planned strategy. In this session, she shared how to develop a business plan integrating communication best practices, gain ongoing access to physicians, and deliver results.
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Note: this post is part 3 of a six part series. You can read the first, second, fourth, fifth, and sixth posts or access the whole series here.
Download the Complete Tapestry Segmentation Guide:
As learned in the first and second installments of this blog series, it can be quite useful to use Esri's Tapestry Segmentation to target specific populations that your hospital, system, or physicians serve. Tapestry Segmentation was designed specifically to understand your customer’s lifestyle choices – what they buy and how they spend their free time. This information gives Stratasan, and our clients, insights that help identify facility’s patient types, optimal sites for hospitals, physician offices, FSERS, and urgent care locations. We use Tapestry Segmentation to help our clients get higher response rates, focus on the most profitable growth opportunities, and invest their resources in the best ways possible.
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Market Share,
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When patients require specialty care, a primary care physician (PCP), referred to as a “gatekeeper” in the healthcare industry, decides what specialist to refer the patient to. More often than not, patients must wait weeks, sometimes months, before being seen by a specialist. Lengthy wait times create frustration for both PCP’s and patients, worrying the delay will worsen the patient’s condition.
These lengthy wait times can—and should—also drastically affect your physician referral strategy. Tracking physician-to-physician referrals over too short a time period will give you a limited and likely incomplete view of where the physicians in your area are receiving and sending their patients.
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healthcare physician strategy,
physician outreach strategy,
physician patterns
We hope it’s been a wonderful year of growth and learning through Stratasan's Strategic Growth blog series. As we close out the year, we thought it would be helpful to share the 5 most popular blog posts from 2016. These posts received the most hits and seemed to provide the most helpful strategic growth guidance to you, our readers.
If you’re traveling over the holidays, this is a great way to review helpful blog posts that you may have missed or revisit your favorites for fresh insight.
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healthcare patient,
healthcare service area,
marketing roi,
patient population,
physician recrutiment,
service area
As a Physician Relations Rep, data is the foundation upon which your entire outreach strategy lives or dies. Without a reliable data source, a trustworthy physician referral tool, and a system for tracking and measuring initiatives, your strategy will lack the full depth of understanding needed to meet your annual growth goals.
The goals of a Physician Relations program are to:
- Promote physician engagement in order to grow volume in alignment with the hospital's strategic plan.
- Engage and connect physicians to other physicians and to support key hospital services.
- Unearth any quality, customer service, or access issues physicians may be experiencing.
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healthcare strategy,
hospital strategy,
Physicians,
physician patterns
The misuse of physician recruitment data has become big business for the Department of Justice. Since January 2009, the DOJ has recovered a total of more than $25 billion through False Claims Act cases, with more than $16 billion of that amount recovered in cases involving fraud against federal healthcare programs. In the face of this increasing enforcement activity, thoughtful understanding and appropriate implementation of referral and recruitment data is more important than ever.
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by Tony Camarata
The relationship between physicians and provider facilities is impacting much of the changing landscape of healthcare. Physician Liaisons are the face, voice, and ears of this demanding effort. Tasked with building relationships that will drive growth and revenue, this position needs the support of directionally correct, objective data that can support and enhance their market assessments. After all, as the Physician Liaison, you are the market expert.
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physician recruitment,
physician referral,
physician referral tool,
physician relations,
physician tool,
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strategic positioning,
health care,
health strategy,
health system,
healthcare strategy,
hospital strategy,
pathways,
physician patterns
