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 	  AAMC	  –	  GIA	  Conference	  2013	  	  How to Keep Your Medical Staff Closeand Your Referring Physicians CloserPresen...
Agenda›  Introduc+ons	  	  ›  UMHS	  Physician	  Rela+ons	  Challenge	  ›  Physician	  Survey	  Data	  and	  Outcomes	  › ...
The	  University	  of	  Michigan	  Health	  System	  	  Strategic	  DirecAon	  ›  UMHS	  more	  than	  any	  organiza7on	 ...
The	  University	  of	  Michigan	  Health	  System	  	  Physician	  RelaAons	  Program	  ›  Program	  and	  Func7onal	  Ov...
The	  University	  of	  Michigan	  Health	  System	  	  Physician	  RelaAons	  Program	  	  	  ›  Current	  Environment	  ...
2009	  Referring	  Physician	  Survey	  &	  Findings	  Preferences	  for	  Mode	  of	  Communica+on	  about	  MaZers	  Oth...
2009	  Referring	  Physician	  Survey	  &	  Findings	  Preferences	  for	  Mode	  of	  Communica+on	  about	  MaZers	  Oth...
AcAon	  Plan	  Based	  on	  survey	  responses,	  UMHS	  created	  a	  quarterly,	  	  12-­‐page	  newsleZer	  to	  reach	...
Crea7ng	  the	  NEW	  Colleagues	  In	  Care	  with	  GLC	  
UMHS’	  Challenges	  and	  Needs	  ›  UMHS	  was	  struggling	  to	  execute	  the	  publica+on	  on	  +me.	  ›  The	  con...
 Magazine/	  	  Versions	  Digital	  	  Magazine	  E-­‐newsleZer	  Exclusive	  Content	  (webinars,	  video,	  podcasts)	 ...
›  Redesign	  the	  magazine	  and	  enhance	  the	  content	  to	  beZer	  support	  the	  marke+ng	  and	  communica+ons...
Content	  PlaMorm	  Cover 	  The	  cover	  of	  Colleagues	  in	  Care	  engages	  clinical	  audiences	  	   	  	  throug...
Content	  PlaMorm	  Discoveries 	  	  	  Recently	  published	  or	  soon-­‐to-­‐be	  published	  research	  completed	  a...
Colleagues	  In	  Care	  –	  Adult	  Magazine	  
Colleagues	  In	  Care	  –	  Pediatrics	  Magazine	  
Colleagues	  In	  Care	  –	  Magazine	  Interiors	  
Colleagues	  In	  Care	  -­‐	  Companion	  Websites	  Adult	  Medicine	  Version	  Pediatric	  Medicine	  Version	  
Ar+cle	  Page	  Rich	  Media:	  Video	  Doctor	  Profile	  Infographic	  	  Sidebar	  Landing	  Page	  Colleagues	  In	  Ca...
Magazine	  Awards	  Gold	  Award	  -­‐	  Best	  New	  NewsleZer	  Design	  Bronze	  Award	  –	  Physician	  Referral	  Pro...
›  Reader	  survey	  completed	  with	  Fall	  adult	  medicine	  issue	  ›  On	  a	  scale	  of	  1-­‐9	  (9	  high),	  8...
›  Reader	  survey	  completed	  with	  Fall	  adult	  medicine	  issue	  ›  96.2%	  of	  respondents	  recommend	  that	 ...
›  Reader	  survey	  completed	  with	  Fall	  adult	  medicine	  issue	  ›  Physician	  preference	  for	  print:	  ›  84...
Engagement	  Metrics	  –	  Adult	  Microsite	  AnalyAcs	  
Engagement	  Metrics	  –	  Peds	  Microsite	  AnalyAcs	  
Thank You!Paula	  Rosenberg	  Frey	  Senior	  VP,	  	  Marke+ng	  &	  Client	  Services	  pfrey@glcomm.com	  847.205.3062	...
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How to Keep Your Medical Staff Close and Your Referring Physicians Closer

Physician referrals remain an important driver of patient volume, but the relationship with referring providers is inherently tricky. This past April, Paula Frey, GLC's Senior Vice President of Marketing & Client Services, co-presented ”How to Keep Your Medical Staff Close and Your Referring Physicians Closer,” with Josie Aguirre, Director of Physician Relations and Communications at the University of Michigan Health System. The presentation took place at the 2013 Association of American Medical Colleges Group Institutional Advancement conference in Hollywood, Florida.

Learn more about Univ. of Michigan Healthy System's Colleagues in Care custom magazine program: http://glcdelivers.com/our-work/university-of-michigan/

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How to Keep Your Medical Staff Close and Your Referring Physicians Closer

  1. 1.    AAMC  –  GIA  Conference  2013    How to Keep Your Medical Staff Closeand Your Referring Physicians CloserPresented by University of Michigan Health Systemand GLC Custom Media
  2. 2. Agenda›  Introduc+ons    ›  UMHS  Physician  Rela+ons  Challenge  ›  Physician  Survey  Data  and  Outcomes  ›  Referring  Physician  Communica+ons  Plan  ›  The  New  Colleagues  In  Care      ›  Program  Goals  ›  Media  and  Content  PlaDorm    ›  Redesign    ›  Metrics  
  3. 3. The  University  of  Michigan  Health  System    Strategic  DirecAon  ›  UMHS  more  than  any  organiza7on  in  Michigan  relies  on  distant  referrals  for  success  ›  UMHS  must  engage  physicians  and  health  systems  throughout  the  state  to  ensure  we  remain  the  preferred  referral  center  in  Michigan  Competition in Michigan Markets
  4. 4. The  University  of  Michigan  Health  System    Physician  RelaAons  Program  ›  Program  and  Func7onal  Overview      ›  UMHS  implemented  a  comprehensive    ins+tu+onal  referring  physician    communica+on  services  program    model  in  1986.      ›  Department  goals  are  to:  ›  Capitalize  on  all  poten+al  referrals    ›  Counterbalance  marke+ng  efforts  of  compe+tors  ›  Retain  long  term  referral  rela+onships  ›  Compensate  for  narrowing  profit  margins  by  promo+ng  increased  referrals  per  referring  physician  ›  Develop  a  referring  physician  communica+on  plan  
  5. 5. The  University  of  Michigan  Health  System    Physician  RelaAons  Program      ›  Current  Environment  ›  37,000  licensed  providers  in  the  state  of  Michigan.  ›  22,000  physicians  are  ac+ve  referrers  to  UMHS  (60%).  ›  Referring  physician  survey  suggested  poor  communica+ons  as  being  among  the  most  frustra+ng  difficul+es  when  trying  to  access  the  resources  and  physicians  of  the  Health  System.    “I  don’t  refer  to  a  clinic,  I  refer  to  your  physicians”  “Share  your  knowledge  –  treat  us  as  colleagues”              
  6. 6. 2009  Referring  Physician  Survey  &  Findings  Preferences  for  Mode  of  Communica+on  about  MaZers  Other  than  Pa+ent  Informa+on  
  7. 7. 2009  Referring  Physician  Survey  &  Findings  Preferences  for  Mode  of  Communica+on  about  MaZers  Other  than  Pa+ent  Informa+on  
  8. 8. AcAon  Plan  Based  on  survey  responses,  UMHS  created  a  quarterly,    12-­‐page  newsleZer  to  reach  referring  physicians  in  2009.                      Original newsletter In-house Redesigned newsletter
  9. 9. Crea7ng  the  NEW  Colleagues  In  Care  with  GLC  
  10. 10. UMHS’  Challenges  and  Needs  ›  UMHS  was  struggling  to  execute  the  publica+on  on  +me.  ›  The  content  strategy  needed  focus.                                                ›  A  digital  presence  was  desired  to  easily  view  rich  media.  ›  UMHS  wanted  to  reach  pediatricians  with  targeted  content  to  support  the  new  women’s  and  children’s  hospital.    “We need to raise the bar”
  11. 11.  Magazine/    Versions  Digital    Magazine  E-­‐newsleZer  Exclusive  Content  (webinars,  video,  podcasts)  Social  Media  Targeted/Versioned    E-­‐newsleZer      Mobile    Apps  Determining  the  Right    Content  Strategy  
  12. 12. ›  Redesign  the  magazine  and  enhance  the  content  to  beZer  support  the  marke+ng  and  communica+ons  goals  at  UMHS  ›  Deliver  the  adult  physician  version  quarterly  and  the  pediatric  version  bi-­‐annually    ›  Add  a  new  magazine  website  to  build  engagement  and  introduce  rich  media  opportuni+es    ›  Con+nue  promo+ng  800-­‐962-­‐3555  for  direct  pa+ent  referrals  24/7  New  Approach  
  13. 13. Content  PlaMorm  Cover  The  cover  of  Colleagues  in  Care  engages  clinical  audiences        through  the  use  of  deliberate  messaging  and  custom  imagery.  It    posi+ons  UMHS  as  a  leader  and  posi+ons  the  magazine  as  a  “must    read.”      Of  Note  This  sec+on  features  several  short  ar+cles  that  introduce  readers  to      topics  that  demonstrate  the  excellence  of  UMHS,  announcements  and    news  and  offer  +ps  for  working  with  UMHS.      Cover  Story    A  pa+ent-­‐focused  feature  story  that  explains  how  a  cuhng-­‐edge      treatment,  test  or  other  clinical  protocol  unique  in  the  region  to  UMHS    or  pioneered  at  UMHS  benefited  a  pa+ent.  The  goal  is  to  highlight  the    unique  care  available  at  UMHS.    
  14. 14. Content  PlaMorm  Discoveries      Recently  published  or  soon-­‐to-­‐be  published  research  completed  at    UMHS  including  short  sidebars  and  pullouts  that  profile  lead    researchers  and  visually  explain  results.  This  sec+on  posi+ons  UMHS  as    one  of  the  top  academic  and  research  medical  centers  in  the  country    and  how  the  research  is  translated  to  pa+ent  care.    New  Research      Upcoming  studies  and  clinical  trials  at  UMHS  currently  now  enrolling    pa+ents  and  other  promising  new  or  ongoing  research.  Explain  how    and  why  UMHS  is  on  the  leading  edge  of  medicine.    Back  Cover    M-­‐LINE  ad  to  ensure  physician  connec+ons,  rela+onship  development    and  referrals.        
  15. 15. Colleagues  In  Care  –  Adult  Magazine  
  16. 16. Colleagues  In  Care  –  Pediatrics  Magazine  
  17. 17. Colleagues  In  Care  –  Magazine  Interiors  
  18. 18. Colleagues  In  Care  -­‐  Companion  Websites  Adult  Medicine  Version  Pediatric  Medicine  Version  
  19. 19. Ar+cle  Page  Rich  Media:  Video  Doctor  Profile  Infographic    Sidebar  Landing  Page  Colleagues  In  Care  –  Website  InteracAves  
  20. 20. Magazine  Awards  Gold  Award  -­‐  Best  New  NewsleZer  Design  Bronze  Award  –  Physician  Referral  Program  
  21. 21. ›  Reader  survey  completed  with  Fall  adult  medicine  issue  ›  On  a  scale  of  1-­‐9  (9  high),  80%  of  respondents  rated  the  value  of  the  magazine  between  6-­‐9.  Of  this  80%,  over  50%  of  respondents  rated  the  value  as  8/9.  ›  On  a  scale  of  1-­‐9  (9  high),  50%  of  respondents  rated  overall  magazine  content  as  an  8/9.        2012  Reader  Feedback  
  22. 22. ›  Reader  survey  completed  with  Fall  adult  medicine  issue  ›  96.2%  of  respondents  recommend  that  UMHS  con+nues  to  provide  Colleagues  in  Care.)  followed  by  email  with  link  to  website  (15%  avg.),  followed  by  E-­‐newsleZer  (11%  avg.)        2012  Reader  Feedback  
  23. 23. ›  Reader  survey  completed  with  Fall  adult  medicine  issue  ›  Physician  preference  for  print:  ›  84.6%  of  respondents  are  print-­‐only  readers.  15.4%  have  reviewed  the  magazine  online.    ›  Respondents  prefer  print  for  all  Health  System  communica+ons  (70%  avg.)  followed  by  email  with  link  to  website  (15%  avg.),  followed  by  E-­‐newsleZer  (11%  avg.)        2012  Reader  Feedback  
  24. 24. Engagement  Metrics  –  Adult  Microsite  AnalyAcs  
  25. 25. Engagement  Metrics  –  Peds  Microsite  AnalyAcs  
  26. 26. Thank You!Paula  Rosenberg  Frey  Senior  VP,    Marke+ng  &  Client  Services  pfrey@glcomm.com  847.205.3062  Josie  Aguirre  Director  of  Physician  Rela+ons  &    Communica+ons    jaguirre@med.umich.edu  734.763.6703  

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Physician referrals remain an important driver of patient volume, but the relationship with referring providers is inherently tricky. This past April, Paula Frey, GLC's Senior Vice President of Marketing & Client Services, co-presented ”How to Keep Your Medical Staff Close and Your Referring Physicians Closer,” with Josie Aguirre, Director of Physician Relations and Communications at the University of Michigan Health System. The presentation took place at the 2013 Association of American Medical Colleges Group Institutional Advancement conference in Hollywood, Florida. Learn more about Univ. of Michigan Healthy System's Colleagues in Care custom magazine program: http://glcdelivers.com/our-work/university-of-michigan/

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