Why is physician engagement strategically important? How can you design a strategy that is laser-focused on increasing clinical demand by ensuring your medical staff is aligned?
This presentation highlights key data, a framework for focusing your efforts with an aim statement and developing a programmatic approach to physician engagement.
2. 2017 Physician Relations
Webinar
Series
LYLE GREEN, MBA, FACHE
Senior Advisor, Healthcare
Lyle Green has over 20 years of experience at one of the top
cancer centers in the country, advancing physician relations
and business development.
3. 2017 Physician Relations
Webinar
Series
Today’s Agenda
You will Learn:
Why is Physician Engagement Strategically Important?
What Do You Want to Accomplish? Developing the Aim
Statement.
How to Create the Physician Engagement Program
4. 2017 Physician Relations
Webinar
Series
HOUSEKEEPING
AUDIO is available through your computer speakers or
through dial-in. All lines are muted.
You can SUBMIT QUESTIONS/COMMENTS at any time.
We will address all questions during the Q&A session at
the end of today’s presentation.
Links to the slides and RECORDING will be made
available and sent to all attendees via e-mail.
5. 2017 Physician Relations
Webinar
Series
ABOUT US
WE WORK WITH NATIONALLY-RECOGNIZED INSTITUTIONS:
5 “Honor Roll” institutions
5 out of the top 10 cancer programs
3 out of the top 4 pediatric hospitals
3 out of the top 10 cardiovascular programs
NATIONAL BENCHMARKING STUDIES:
Patient experience management
Marketing practices
Physician relations programs
International programs
Ranked as one of top 50 Healthcare Consulting firms by Modern Healthcare
7. Why is Engagement Important ?
• Get Physicians Involved in the Process
• Creates Collegial Relationships
• Facilitates Patient Access
• Enhances Clinical Communications
• Positions you as a “Referral Center of Choice”
8. Why is Engagement Important ?
“Physicians are the key stakeholder and customer for
healthcare organizations. Because
hospitals would not be in business without referring
physicians, the cultivation of referral
relationships is mandatory to market development.”
Source: Healthcare Financial Management: Growing the Top Line; 5 Strategies to Expand Your Business
9. Successful Physician Engagement:
Is mutually beneficial
Is authentic (promises we can keep)
Promotes referring physicians feeling like partners in care
10. What is your Aim statement?
Aim Statements
• Describes where you are going
• Targets a specific population and segment
• Includes measurable, well-defined and realistic goals
• Can includes BIG thoughts
Example: Grow cardiac referrals by 10%
by December 31, 2017.
11. What is our Aim Statement ?
What are we trying to accomplish?
• Raise internal awareness about referring physician
needs and issues
• Provide support to grow their practice (i.e. referrals)
• Improve referring physician satisfaction and reputation
• Build a network / build a referral base
• Improve the coordination of patient care
12. Creating Unique Opportunities
How are YOUR physicians recognized…
• What are their incentives?
• Financial, Space, Staff, other ?
• What is important to them?
• Reputation, Career, Leadership role?
• What are their priorities?
• Patient care, Research, Education?
13. Organizational Growth Priorities
Goal Alignment
Capacity and Resources
Promotion of Clinical and Research
Service Line Market and Growth Plans
Engagement Strategies
Strategic Planning for the Liaison Program
14. Referring Provider Needs and Expectations
Referral Decision Factors
Referring Physician Experience Feedback
Competitor Profiles
Leakage and Splitting
Engagement Strategies
Physician Liaison Team – Providing Referral Base
Knowledge and Understanding
15. Required vs. Optional
In-person vs. Online and On-Demand
Free or Fee-Based?
How can the Liaison Participate?
Engagement Strategies
Continuing Medical Education
17. Physician Advisory Boards
Exhibiting at Medical Conferences
Medical Society Participation
Physician Office Visits
Physician Orientation
Engagement Strategies
Enhancing Physician Reputation
18. Aim Statement
Use of physician feedback for action planning
CME options build a sense of partnership
Social media that promotes engagement
Providing avenues to enhance reputation
Liaison program consistency and effectiveness
Engagement Strategies
Practical Ways to Engage Physicians:
19. Establish the Medical Director role
Develops “recognition” criteria
Internal communications
Measure the results
Physician Ambassador Program
Formalizing the Approach:
21. Please look out for an invitation to our next physician
strategies webinar in the coming weeks!
Structuring Your Program for Success
From position descriptions to technology and territory
plans, what are the key components of a best practice
physician relations program.