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What Referring Physicians Want - Gelb Consulting

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Learn key insights and tools to use to guide your referring physician strategy in 2017.

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What Referring Physicians Want - Gelb Consulting

  1. 1. What Physicians Want in 2017 Building Advocacy and Meeting Needs 2017 Physician Relations Webinar Series
  2. 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. 3. 2017 Physician Relations Webinar Series Today’s Agenda You will Learn: Key Challenges Faced by Physicians Today Common Referrer Requests that Promote Referrals How to Assess the Nuances of Your Unique Referrers
  4. 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. 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
  6. 6. Our Philosophy
  7. 7. The State of Today’s Physicians Take a guess: What % of today’s physicians describe their feelings about the future of the medical profession as POSITIVE? 14% 37% 54% 72%
  8. 8. 14% 37% 54% 72% The State of Today’s Physicians What % of today’s physicians describe their feelings about the future of the medical profession as POSITIVE? Source: The Physicians Foundation; 2016 Survey of America’s Physicians. http://www.physiciansfoundation.org/uploads/default/Biennial_Physician_Survey_2016.pdf
  9. 9. The State of Today’s Physicians Why so low? 47% often or always feel burned out 72% feel external factors detract from care quality 80% feel overextended or at full capacity • Expanding physician shortage • Ever-evolving changes in healthcare • Revamping of payment structures Source: The Physicians Foundation; 2016 Survey of America’s Physicians. http://www.physiciansfoundation.org/uploads/default/Biennial_Physician_Survey_2016.pdf
  10. 10. What This Means for Us… Physicians are looking for referral tools and resources that promote: Confidence in referral decisions and care quality A quick, painless scheduling process Timely and consistent updates Simple avenues for seeking assistance when needed
  11. 11. What This Means for Us… Personal connections (liaisons, navigators) Referral Directories Online resources specific to referrers Timely, relevant Email blasts and newsletters “I need a face and name that I can contact with questions” “What subspecialist is ideal for my patient and why?” “What new things are you doing that I should know about?” “How can I easily contact you and make a referral?”
  12. 12. And Yet… Your brand and market are unique
  13. 13. Assessing Unique Needs How to discover what YOUR referring physicians want and need… • Review existing information and satisfaction data • Talk to the “front line” liaisons and contacts • Conduct a fresh assessment of current needs
  14. 14. Satisfaction surveys Anecdotal “front line” feedback Experience research Decision factors research None!! Assessing Unique Needs Which of the following does your organization use to understand your referrer’s needs?
  15. 15. Assessing Unique Needs How do they make referral decisions? Decision Factors Research: Online survey focused on the physician’s awareness and perceptions of your organization, specifically how they make referral decisions
  16. 16. Assessing Unique Needs What is their referral experience? Experience Mapping Research: In-depth assessment of functional needs, emotional needs, and key touchpoints at each step of the referral journey Awareness Evaluation Scheduling TransitionTreatment
  17. 17. The MORE you: Save them time Personalize the experience Instill confidence in care quality the STRONGER their advocacy Don’t let a poor assumptions or lack of information DETRACT from your priorities in 2017 – one size does not fit all brands or markets BUT
  18. 18. QUESTIONS ? COMMENTS ?
  19. 19. Please look out for an invitation to our next physician strategies webinar in the coming weeks! Tactics for Engaging your Referring Physicians Now that you know what your physicians want, what are practical ways in which your physician relations team can engage them?
  20. 20. Physician Decision Factors Research http://www.endeavormgmt.com/understanding-referring-physician-decision-making/ Resources Eliciting Physician Feedback in Survey Research http://www.endeavormgmt.com/eliciting-feedback-from-physicians/ Experience Management http://www.endeavormgmt.com/experience-management-overview/ Physician360 Dashboard Demo http://endeavormgmt.com/digitalinsights/
  21. 21. • Have a representative contact you? • Have a representative come to speak at your organization? • Want more information? Would You Like To:
  22. 22. www.endeavormgmt.com/healthcare Contact Us Lyle Green LGreen@endeavormgmt.com
  23. 23. Thank you for participating!

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