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Build Physician Relationships that Drive Business Results; Part 1


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Baystate Health has established a comprehensive, data-driven approach to cultivate new physician referrals, retain current business and earn trust. Learn how market intelligence, business analytics and customer experience design are used to focus physician outreach efforts and drive bottom line results.

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Build Physician Relationships that Drive Business Results; Part 1

  1. 1. A Data-Driven Approach to Build Physician Relationships to Drive Business or How to Save Our Physicians Corrigan Partners CMP Project Design Studio, 10/26/15 Catalyst Ranch, Chicago Suzanne Hendery, VP Marketing & Public Affairs Suzanne.Hendery@Baystate
  2. 2. Why This Work is Needed Now Today’s physicians, see themselves not as the “pillars of the community” but as “technicians on an assembly line,” or “pawns” in a money-making game for hospital administrators.” Sandeep Jauhar, MD 2012 survey: 8 of 10 MDs are “somewhat pessimistic or very pessimistic about the future of the medical profession.” 1973: 85% had no doubts about their career choice. 2008: 6% “described their morale as positive.” Doctors today are more likely to kill themselves than are members of any other professional group.
  3. 3. Problem: No Time Today’s system: RVUs, 8 Minute Appointments, Paperwork (processing forms, negotiating with insurance companies, reviewing labs, EMR documentation, consults, Rx visits) Physicians in non-hospital medical practices in the U.S. “spend 10X as many hours on nonclinical administrative duties” as their Canadian counterparts do, Danielle Ofri, an internist at New York’s Bellevue Hospital, reports in What Doctors Feel.
  4. 4. Time Wasted, Patient Wasted
  5. 5. Why This Work is Needed Now Annals of Internal Medicine: 1 refers to 229 other MDs NYT: MDs receive up to 45% of new patients by referrals. Average health system: 70% of patient referrals from MDs ACO, Shared Savings, Population Health, ROI Smartest marketing dollars you can invest. Creating a trusted relationship with the most important customers– that you rarely see. Despite consumer involvement in decision making, physicians are still the key drivers of volumes, and as such, cannot be ignored. Healthcare Strategy Alert, 2008 Physicians remain the single most powerful lever in hospital volume growth. Advisory Board. 4/14/06 Physicians are the key stakeholders. Hospitals would not be in business without them. The cultivation of referral relationships is mandatory to market development. Healthcare Financial Management, May 2007
  6. 6. New Challenges= New Thinking You must establish a Physician Referral Program now How can we improve the health and well-being of our physicians? How can we communicate more effectively with physicians to build engagement, trust and lasting relationships? How can we help ensure an exceptional physician referral experience? How can we stop wasting time and money with inappropriate visits? How can we better apply resources, data, analytics, and metrics to grow volumes, revenue and relationships?
  7. 7. Baystate Health, Springfield, MA Baystate Health, a Top 15 Integrated Delivery System of five hospitals, including Baystate Medical Center, the largest hospital outside Boston. Baystate is the health care leader in Western Massachusetts with 5 hospitals, an insurance plan (HNE w 160,000) and one of the largest employers with 500 employed physicians/providers, 12,500 employees and 1,500 independent physicians in a 100 mile radius.
  8. 8. 2006: MD Communications Issues “Referral process and admitting procedures both are in need of improvement.” “ Scheduling is a source of frustration – physicians are sending patients to other hospitals because they find it easier and quicker to get into a competing hospital.” “ Physicians feel less connected to the hospital since Hospitalists were hired.” “Don’t see benefit in the new EMR system. No time savings. Training efforts are lacking.” “Leadership is viewed as distant and not engaging these physicians in dialogue about the direction of the organization.” “ Medical education attendance is down. Programs lack innovativeness. Looking not only for new things to learn but also for new ways to learn. “ Half (53%) would recommend Baystate to colleagues with some reservations. This lack of complete advocacy can erode other physicians’ confidence in Baystate. Patient migration to other hospitals could be a problem over time.” “ Most of these physicians see their admitting/referring patterns with Baystate staying the same over the next couple of years. Much of the opportunity to gain more patients from these patients is in the control of Baystate.” Rob Klein, Klein & Partners, 2006
  9. 9. 2011: New CMO Arrives Growth & Financial Stewardship
  10. 10. Listen, Learn for Loyalty (L3 model) #2 FILTER
  11. 11. Solicited Thoughts from Referrers • Common themes during initial evaluation (Aug 2012) – Long waits to see providers (variability by area, specialty) – Difficulty navigating referral processes – Poor communications back to primary providers – Insufficient data/analytics re: competitive environment • Leading practice shows the value of: – Toll-free number for referring physicians experiencing challenges – BH liaisons to develop long-term, positive relationships with referring physicians – Database and metrics to monitor progress 11
  12. 12. Solicited Internal Feedback With Chairs, Chiefs and Regional CMOs General Feedback • Our success will be determined by our ability to differentiate ourselves on service • Continue to focus on operational issues: OR block time, Access Services, capture referring physician as mandatory field for auto-sending reports to referring physicians Feedback on Office of Referral Services: • Staff should facilitate coordinated recommendations for complex patients and physician-to-physician conversations • Build on existing internal processes including “Go To People” for questions/issues Feedback on Physician Liaisons: • Should focus on re-establishing relationships with physicians who are dissatisfied with Baystate Health • We need relationship-based field staff and a sales force, with - Collaboration among reps even though serving different functions - Formalized, systematic approach to meeting with physicians - Standardized training for sales and customer service staff across Baystate Health - Centralized reporting through Crimson Market Advantage database 7
  13. 13. Researched Leading Practices U Mass Memorial Physician Referral Services Center Tufts Medical Center Physician Network Services & Physician Liaisons Dartmouth-Hitchcock Physician Connection Center BI Deaconess Care Connection Emory Physician Consult Line Call Center Staff Manager & non- clinical schedulers Manager & non- clinical schedulers Manager & Nurses Manager & Nurses Primary Objectives “One call, red carpet service.” Resolve scheduling challenges, provide missing documents Schedule appts for ED patients and second opinions for health insurers & patients Initial point of contact for problems & solve simpler ones Schedule appointments and coordinate multiple appointments on same day Closed medical staff: do not deal with problems/ issues Doctor to doctor line: calls from physicians concerned about care of complex patients Set post discharge appointments for some inpatients Provide high level clinical thinking to provide most appropriate referral Advice: “don’t become a complaint line…” 6
  14. 14. Strategy: Physician Relationships • Develop approaches that are “value added” for referring providers – Provide one “point person” in the field for ready access, response – Provide support for navigating the referral process; – Expedite consults/appointments – particularly for new, complex and/or acutely ill patients; – Consistently communicate back to the referring physician and primary providers • And as a result, retain current referrals and earn additional referrals
  15. 15. 1) Physician Relationship Database • Analyst reports to VP, Strategic Planning & Business Development • Provide database training, data reporting and analytics support 2) Office of Physician Referral Management • Director reports to Chief Physician Executive for high-level issue resolution and 2.0 FTEs responding to calls 3) Physician Relations Liaisons • 2 FTEs report to VP, Marketing & Public Affairs to ensure integration of growth and retention efforts • Each has a territory with a maximum of 300 physicians • Springfield and Northern Region (BJ) • Springfield and Eastern Region (Kevin) • Hand offs to other sales reps (BRL, BRI, BVNA&H, IR&S, HNE, etc) 13 3 Pronged Structure