Marketing to Referring Physicians - AAMC Presentation 2012

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This is a copy of my presentation from the 2012 AAM GIA Professional Development Conference in Palm Springs, California. The topic is marketing to referring physicians. Presenters: Dan Dunlop and Jill Lawlor.

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  • Dan speaks to what he admires in MD Anderson’s program
  • Dan speaks to what he admires in MD Anderson’s program
  • Paper.li daily electronic news distribution. Dan speaks to what he admires in MD Anderson’s program
  • Dan speaks to what he admires in MD Anderson’s program
  • Lyle speaks to these points
  • Lyle speaks to these points
  • Jill would start here with her presentation…
  • Jill
  • Jill
  • Jill
  • Jill – walk them through the first issue – just quick show and tellremind Dan to replace with fall SJMR
  • Jill – walk them through the first issue – just quick show and tellremind Dan to replace with fall SJMR
  • Jill – walk them through the first issue – just quick show and tellremind Dan to replace with fall SJMR
  • Jill – walk them through the first issue – just quick show and tellremind Dan to replace with fall SJMR
  • Jill – walk them through the first issue – just quick show and tellremind Dan to replace with fall SJMR
  • Jill – walk them through the first issue – just quick show and tellremind Dan to replace with fall SJMR
  • The SJMR Microsite! Integrates editorial, images, video and social media components
  • This just shows the twitter feed and how we both promote it and use it to promote SJMR
  • This just shows the twitter feed and how we both promote it and use it to promote SJMR
  • Important slide: Shows how we use multiple messages to tell one service line story. Here we have the same content presented in editorial, radio and in video – all on the SJMR mircrosite.
  • This shows the Mitral valve content and video on the web page for the Heart Valve Center
  • Jill – another benefit of the program – gave us more content to use to enrich dept web pages
  • Here’s an example that show the video of Dr. Miller talking about joint replacement…
  • Here’s an example that show the video of Dr. Miller talking about joint replacement…
  • Here’s an example that show the video of Dr. Miller talking about joint replacement…
  • Here’s an example that show the video of Dr. Miller talking about joint replacement…
  • Here’s an example that show the video of Dr. Miller talking about joint replacement…
  • Here’s an example that show the video of Dr. Miller talking about joint replacement…
  • Here’s an example that show the video of Dr. Miller talking about joint replacement…
  • Every service line wants us to help them with all of their business needs. Focusing on too many service lines with too many customers dilutes the liaisons effectiveness. It is better to focus on few customers and promote fewer services lines… HOWEVER, be prepared to discuss whatever the referring provider wants to discuss about the hospital so that they do not feel as if you are pushing them or “selling them.”
  • Results begin here … Jill
  • Final summary slide…
  • Marketing to Referring Physicians - AAMC Presentation 2012

    1. 1. WHAT DO REFERRING DOCS WANT? Presenters: Jill Lawlor, Cooper University Hospital Dan Dunlop, Jennings Moderator: Lyle Green, MD Anderson Cancer Center March 22, 2012
    2. 2. MARKETING TO REFERRING PHYSICIANS: THE TRADITIONAL MODEL• Office visits, lunches, cocktail parties, events, CMEs• Requires time of the referring physician, a vanishing commodity• At a time when running a practice is more stressful, more business-like• Requires time of your physicians 2
    3. 3. THE TRADITIONAL APPROACH TO PHYSICIANS RELATIONS• Where does referring physician marketing live in this model?• Is the Marketing Department involved?• Is there integration between physician relations and marketing? Digital?• How do we achieve holistic, integrated solutions (web, social, traditional)? 3
    4. 4. PHYSICIAN DISSATISFACTION• The Physicians’ Perspective: Medical Practice in 2008. (The Physician Foundation) – Morale – 42% rated their colleagues morale poor or very low – 78% of physicians said medicine is either “no longer rewarding” or “less rewarding” – 76% of physicians said they are either at “full capacity” or “overextended and overworked” – 45% of doctors would retire today if they had financial means 4
    5. 5. PHYSICIAN DISSATISFACTION• The Physicians’ Perspective: Medical Practice in 2008. (The Physician Foundation) – 94% said the time they devote to non-clinical paperwork in the last three years has increased, and 63% said that the same paperwork has caused them to spend less time per patient. – 60% of doctors would not recommend medicine as a career to young people. – Only 17% of physicians rated the financial position of their practices as “healthy and profitable” 5
    6. 6. “ S o m e t h i n g h a s g o t t o b e d o n e, a n d u r g e n t l y, t o a s s i s t p hy s i c i a n s, e s p e c i a l l y p r i m a r y c a r e p hy s i c i a n s. T h e wh o l e t h i n g h a s s p u n o u t o f control. I plan to retire early even though I s t i l l l o v e s e e i n g p a t i e n t s. T h e p r o c e s s h a s j u s t become too burdensome.” Fa m i l y P hy s i c i a n , Te x a s 6
    7. 7. PHYSICIAN DISSATISFACTION• Context: Changes in the practice of medicine – Electronic Health Records – Electronic Patient Registries – Quality Contracts – Patient Centered Medical Home initiative and ACO lead to less clinical autonomy – Not enough time with each patient leads to job stress 7
    8. 8. YET IT REMAINS OUR CHALLENGE TO ENGAGE THEM. 8
    9. 9. PHYSICIAN SATISFACTION REPORT• “Intellectual stimulation,” “professional/collegial relationships” and “prestige of medicine” were rated as things physicians find satisfying about practicing medicine.• Evidenced by the rise and popularity of physician-only online networks: Sermo…• So, where do we go from here? 9
    10. 10. NEW OPPORTUNITIES THAT ACCOMMODATE THE PHYSICIAN LIFESTYLE & VALUES• Physician-only networks• Mobile applications• Social media• Physician blogs• Online Video• The Physician portal 10
    11. 11. RESEARCH FOR COOPER UNIVERSITY HOSPITAL ASSIGNMENT• Create an integrated marketing plan targeting referring physicians (employed and community-based)• Review of best practices• Crowd sourced healthcare marketers using LinkedIn 11
    12. 12. CROWD SOURCING A SOLUTION 12
    13. 13. MEETING LYLE 13
    14. 14. PHYSICIAN MARKETING BEST PRACTICES• MD Anderson• University of Michigan Health System• St. Joseph Mercy Oakland• Rush University Medical Center• UW Health 14
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    24. 24. MD ANDERSON INNOVATIONS 1. myMDAnderson physician portal 2. Clinical Operations involvement, ie. "operational marketing” 3. Referring Physician Satisfaction / Reputation process 24
    25. 25. MD ANDERSON INNOVATIONS (CONT.) 4. Hybrid physician liaison team (clinical and sales 5. Physician Engagement - Referring Physician and Faculty Advisory Boards 6. Use of social media tools, primarily Twitter and our physician microsite - physicianrelations.org 25
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    30. 30. LEADING TRENDS• Comprehensive online resources• Referring physician web portal• Extensive use of video to “introduce” physicians• Experimentation with social media and physician blogs• Continuing reliance on thoughtfully produced newsletters 30
    31. 31. PHYSICIAN & HOSPITAL BLOGS 31
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    37. 37. PHYSICIAN-ONLY COMMUNITIESSuccess comes from the three T’s: Trust, Timesaving, Topical Content• Sermo• Medscape• QuantiaMD• Epocrates• Ozmosis• Doximity 37
    38. 38. PARTICIPATING IN ONLINE COMMUNITIES• Clinician Profiles• Geographic Networks by Medical Specialty• Discussions/Forums• Microblogging• Blogging 38
    39. 39. THE POWER OF LINKEDIN 39
    40. 40. WHY LINKEDIN?• Allows you to control your digital footprint• Search• Great for parking physician’s CV• More professional in appeal• LinkedIn Groups• Terrific Daily and Weekly Summaries* Credit goes to Bryan Vertabedian, M.D. 40
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    43. 43. COOPER UNIVERSITY HOSPITALREFERRING PHYSICIAN MARKETING 43
    44. 44. COOPER UNIVERSITY HOSPITAL BACKGROUND• Academic Medical Center• Level One Trauma Center• Serves Southern New Jersey and the Delaware Valley• Medical education, patient care and research• One of the highest volume trauma centers in the region 44
    45. 45. NEED FOR AN ENHANCED PHYSICIAN MARKETING EFFORT• Losing patients to lesser programs in NJ• Control leakage from Cooper physicians• Need to build stature of Cooper physicians and leading programs• Build awareness of Cooper’s depth and expertise in specific services 45
    46. 46. INTENSE COMPETITION• Penn Medicine• Jefferson Health System• Temple University Health System• Fox Chase Cancer Center• Children’s Hospital (CHOP)• Community hospitals in South Jersey 46
    47. 47. CURRENT PHYSICIAN MARKETING EFFORT• Office Visits • Physician advertising• Community Outreach • CMEs• Referral Directory • Concierge Hotline• Direct Mail Announcements • Grand Rounds• E-mail Announcements • Collateral• Physician Group networking events • Departmental Annual• Practice Manager Events Reports• Top Doctors Recognition • Doctor’s Day Celebration 47
    48. 48. PHYSICIAN MARKETING PLANWhat was missing from the existing program: • A formalized, focused, systematic approach • A conceptual umbrella for delivering content to physicians (employed & independent) • A branding vehicle to increase stature and esteem for Cooper 48
    49. 49. COOPER PRIORITY SERVICES• Heart Institute• Bone & Joint Institute• Neurological Institute• Cancer Institute• Digestive Health Institute• Surgical Services• Women & Children’s 49
    50. 50. GOALS FOR PHYSICIAN MARKETING• Increase referrals from physician group and Community Physicians• Build the stature of Cooper’s physicians and services• Build awareness of Cooper’s key services• Create a focused, conceptually driven approach to physician marketing 50
    51. 51. PROGRAM BENEFITS• One conceptual umbrella for marketing to referring physicians• One package for delivering information for numerous services• Positions Cooper as the authority• Brings visibility to Cooper physicians & services• Places Cooper on a larger playing field 51
    52. 52. SOUTH JERSEY MEDICAL REPORT• A quarterly publication written for referring physicians in the region• Service-specific editorial focus, varies with each issue• Brief updates on other services• Notes about activities of Cooper physicians 52
    53. 53. SOUTH JERSEY MEDICAL REPORT EDITORIAL CONTENT PLAN• Clinical Care Updates • Advances in Medicine• Colleague Corner & Technology• New Medical Staff • Blog Post Excerpts Profiles • Cooper News• Resources • Updates on Cooper• Upcoming CME’s Medical School• Clinical Trials 53
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    63. 63. SJMR RADIO: MITRAL VALVE REPAIR 63
    64. 64. INTEGRATED DEPARTMENTAL WEB CONTENT 64
    65. 65. Physician Media Visits Relations WebSocial Media South Jersey Content Medical Report Publication Physician SJMR Videos & Radio Podcasts SJMR Website 65
    66. 66. REPURPOSING CONTENT• Articles for South Jersey Medical Report• PDF version for download on the Website• Hard copies for practice visits from Liaisons• Related advertising• Cooper website -- service line content• YouTube and ICYou video channels 66
    67. 67. WEEKLY SPADEA 67
    68. 68. REPURPOSING CONTENT• LinkedIn group, Facebook& Twitter• South Jersey Medical Report radio campaign• Audio for radio spots• Video on South Jersey Medical Report website• Video on departmental web pages 68
    69. 69. ENRICHED WEBSITE CONTENT• Enhance the online brand experience• Add information for referring physicians for each major service line – Basic referral information – Ongoing communication with referrer• Enrich service line content with multimedia and editorial developed through SJMR 69
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    77. 77. PHYSICIAN LIAISON PROGRAM 77
    78. 78. GOALS• Increase referrals to the hospital’s outpatient physician practices (which will in turn, increase the volume of hospital procedures).• Improve the non-Cooper physician community’s relationship with Cooper.• Overcome any objections to Camden location. 78
    79. 79. STRATEGIES• Educate Non-Cooper physicians about the physicians and services the hospital offers via in depth conversations.• Target both Cooper and Non-Cooper primary care physicians to strengthen our relationship with generalists.• Create a positive experience for their decision to send their patients to the health system. 79
    80. 80. STRATEGIES (CONT.)• Identify the real issues and concerns the referring physicians have when sending their patients to Cooper (primarily: Access, Location and Communication). – Fix / Overcome these concerns – Relay the common concerns to hospital leadership team to remedy 80
    81. 81. Tactics• “Peer to Peer” programs: Cooper specialist meets with a non-Cooper Primary Care physician.• Hospital Tours: non-Cooper Physicians and Practice Managers• In Patient/Physician Liaison feedback: Provides non- clinical feedback to the referring physician.• Office visits, Emails, Phone Calls• Invitations to our CME programs• In-services (educational breakfast or lunch programs) 81
    82. 82. RESULTS• Year over Year (2010 vs. 2011) there was a 13% increase in referrals amongst the base of physicians covered by our physician liaison team to the specialties which they were promoting.• Hundreds of minor issues (who to contact, etc) were addressed by the Physician Liaison team.• Major “issues” were elevated to the hospital’s Senior Leadership team which formed a task force to address the problems (primarily “Access” and “Communication.”). 82
    83. 83. FINDINGS• Focus is the key to success• Tracking and measuring is extremely important: Know which tactics work on which customers.• The liaisons are a great resource for serving as “ground intelligence.” 83
    84. 84. PHASE II – SOCIAL MEDIA FOR PHYSICIANS• Facebook pages for Cooper Institutes• Twitter feed for Cooper Institutes• Physician-to-Physician Blogs• Physician-Only Networking Sites -- Sermo and Ozmosis 84
    85. 85. PROGRAM SUMMARY• Enhance the extensive physician marketing program currently in place• Focus the efforts under the South Jersey Medical Report umbrella• Extend Web and social media efforts• Repurpose content• Coordinated approach with service lines 85
    86. 86. FIRST YEAR DATA• 21,000 newsletters mailed to date• 1,863 unique visits to sjmedicalreport.com (1st& 2nd quarter 2011) 86
    87. 87. FIRST YEAR RESULTS2011 Greenburg Quinlan Rosner Report • Non-Cooper PCP’s willing to refer for Cancer Care o46% in 2009 o77% in 2011 • Non-Cooper PCP’s willing to refer for Heart Care o59% in 2009 o77% in 2011 • Non-Cooper PCP’s willing to refer for Neurosciences o47% in 2009 o75% in 2011 • Non-Cooper PCP’s willing to refer for Orthopedics o74% in 2009 o69% in 2011 87
    88. 88. WHAT DO REFERRING DOCS WANT?• Easy access and clinical information• How do we do this? – Anticipate their need for information – Generate content that is relevant and easily accessed – Introduce colleagues virtually – Deliver content via multiple channels to meet the needs and preferences of individual physicians – Keep communication flowing; follow-up 88
    89. 89. CONTACT INFORMATION• Jill Lawlor, Cooper University Hospital – Email: lawlor-jill@CooperHealth.edu• Dan Dunlop, Jennings – Email: ddunlop@jenningsco.com – Twitter: @dandunlop• Lyle Green, MD Anderson Cancer Center – Email: lgreen@mdanderson.org – Twitter: @LDGreen66 89

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