- The document discusses how healthcare organizations can better understand physician referral patterns by capturing and analyzing referral data across different systems and departments. - It recommends using a standardized data collection strategy and database to pull aggregated information on physician relationships and referrals on a continuing basis. - The Physician360 dashboard helps track the physician experience, identify where referrals are lost, and monitor key indicators to discover issues and improve patient retention. It provides a more holistic view of physician relationships beyond just referrals.

1. Get
the
Most
from
Your
Physician
Referral
Data
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2. Get
The
Most
From
Your
Physician
Referral
Data
©
2015
Gelb
Consulting.
All
Rights
Reserved.
Page
2
Overview
In
many
healthcare
systems,
more
than
50%
of
patients
can
be
attributed
to
referring
physicians.
Based
on
our
experience
with
the
top
AMCs
and
countless
interviews
with
physicians,
we
have
developed
a
unique
approach
for
capturing
and
analyzing
data
to
better
understand
the
market,
your
physician
customers,
and
their
referral
patterns.
We
have
incorporated
this
approach
into
our
Physician360
dashboard
for
Salesforce.com.
The
Informational
Stew
There
is
a
constant
flow
of
data
generated
by
your
healthcare
operations.
Some
data
is
captured;
much
is
not,
and
what
is
captured
is
often
scattered
across
different
media
and
computer
systems
for
various
departments’
uses.
Getting
clear
answers
to
business
questions
is
often
difficult.
How
can
you
make
sense
of
this
informational
stew?
Specifically,
how
can
you
track
the
physicians
and
their
referral
patterns
so
that
you
can
maximize
your
relationships,
create
effective
business
strategies,
and
generate
above
average
returns
for
your
healthcare
system?
You
need
to
understand
the
full
hospital-­‐physician
relationship,
not
just
the
referral
relationship.
You
need
to
collect
sufficient
data
to
leverage
industry
experience
and
insights
for
managing
those
relationships.
You
need
to
discover
physicians’
attitudes
and
expectations
to
develop
a
common
understanding
of
the
current
situation
and
form
consensus
around
which
opportunities
to
pursue.
Lastly,
you
need
to
be
able
to
monitor
these
relationships
for
real-­‐time
experience
consistency
and
intervention
to
recover
when
there
are
problems
with
service.
Dashboard
Solutions
What
is
needed
is
a
consistent
data
collection
strategy,
feeding
material
into
a
standardized
database,
from
which
you
can
pull
useful
aggregated
information
on
a
continuing
basis.
Our
Physician360
dashboard
tools
help
you
better
understand
your
market
and
identify
new
opportunities
for
growth.
Tracking
referral
pattern
behaviors
can
be
complicated.
True
referral
data
is
often
compromised
by
technical
issues
like
EMR
systems
overwriting
the
true
referral
source,
and

3. Get
The
Most
From
Your
Physician
Referral
Data
©
2015
Gelb
Consulting.
All
Rights
Reserved.
Page
3
human
factors
such
as
a
call
center
failing
to
enter
the
referring
physician.
Although
many
healthcare
data
providers
state
that
they
can
provide
accurate
referral
data,
datasets
are
often
rely
on
incomplete
claims
data,
inferred
referrals,
or
proprietary
algorithms
that
may
or
may
not
reflect
true
referral
behaviors.
Our
Physician360
Dashboard
helps
you
monitor
and
track
the
physician
experience
by
service
line
and
market.
It
helps
you
answer
critical
questions:
• Where
in
the
referral
process
are
we
losing
patients?
• How
does
patient
attrition
correlate
with
satisfaction?
• Are
there
any
differences
in
attrition
by
service
line
or
market?
• Is
there
sufficient
access
for
patients?
This
dashboard
monitors
other
key
indicators
such
as
relationship
status,
satisfaction
with
experience,
and
advocacy.
By
monitoring
the
number
of
issues
revealed
in
the
status
of
those
cases,
it
is
possible
to
delve
deeper
and
discover
systematic
issues
by
viewing
the
number
of
cases
by
service
line,
by
type,
and
by
market.
We
believe
in
monitoring
more
than
just
the
top
physician
performers.
For
true
market
sensing,
you
should
also
monitor
the
movers,
those
physicians
who
are
increasing
or
decreasing
revenue.
A
quick
review
at
Voice
of
the
Customer
data
adds
another
dimension
to
the
story.
Knowing
where
patients
are
falling
out
of
the
referral
funnel
helps
you
develop
initiatives
to
retain
those
referrals
you’ve
worked
so
hard
to
earn.
Targeted
Voice
of
the
Customer
tools
gauge
stated
referral
behavior,
customer
satisfaction,
likelihood
to
recommend,
reputation
and
competitive
differences
for
you
and
your
top
competitors.
Data
can
be
aggregated
by
rendering
physician,
referring
physician
practice,
medical
group,
or
hospital,
and
segmented
by
physician
specialty,
zip,
service,
patient
diagnosis,
age
cohort,
and
three-­‐digit
zip
code
—providing
true
bi-­‐directional
referral
management.
How
are
you
reaching
your
customers?
A
well
developed
system
can
help
you
learn
more
about
selecting
the
correct
channel
for
each
customer.
It
can
tell
you
which
channels
they
prefer
and
how
individual
channels
differ
by
service
line
and
market.
Knowing
which
channel
your
customers
prefer
helps
you
design
strategies
to
streamline
the
referral
process
by
channel.

4. Get
The
Most
From
Your
Physician
Referral
Data
©
2015
Gelb
Consulting.
All
Rights
Reserved.
Page
4
Our
Executive
Summary
tracks
referral
volume
against
your
goals,
quickly
filtering
data
by
service
line
or
market,
identifying
the
procedures
where
your
revenue
is
increasing
or
decreasing,
and
assessing
whether
that
revenue
change
is
due
to
a
change
in
the
number
of
physicians
who
refer
to
you
or
whether
it
is
due
to
fewer
physicians
sending
you
more
and
more
business.
The
Executive
Summary
provides
a
snapshot
of
physician
outreach
and
marketing
activities,
and
how
those
activities
trend
with
referral
volume.
Integration
of
our
PRM
system
with
a
third-­‐party
data
provider,
like
SG2
or
Crimson
Advantage,
allows
you
to
view
your
organizational
data
within
the
context
of
the
market.
Our
Market
Insight
Data
allows
you
to
view
other
physicians
by
location
and
total
claims.
You
can
also
view
and
sort
these
competitors
by
percentage
of
managed
care
or
number
of
new
patients
seen.
If
you
need
to
know
more,
you
may
view
them
by
service
category
and
see
how
you
rank
against
their
statistics.

5. Get
The
Most
From
Your
Physician
Referral
Data
©
2015
Gelb
Consulting.
All
Rights
Reserved.
Page
5
Our
Program
Data
supports
program
management
for
physician
relations
and
business
development.
With
it
you
can
quickly
see
how
your
outreach
and
marketing
efforts
are
trending
with
referral
patterns.
For
example,
are
ride-­‐alongs
impacting
referral
volume
by
those
who
you
have
targeted?
Within
a
few
clicks
you’ll
begin
to
see
a
story.
Many
physician
relations
departments
(PRD)
struggle
to
demonstrate
business
value.
By
tracking
customer
lifetime
value
and
satisfaction
for
targeted
and
non-­‐targeted
physicians,
physician
relations
departments
can
demonstrate
the
value
of
their
efforts
by
their
impact
on
business
measures,
as
well
as
measuring
the
strength
of
the
relationship.
PRDs
can
also
use
our
dashboards
to
track
outreach
activities
against
goals,
and
filter
by
service
line
or
by
specialist.
Using
the
dashboard
it
is
possible
to
analyze
further
by
practice
or
physician.
This
helps
PRDs
quickly
identify
the
top
referrers
by
service
line,
as
well
as
the
big
movers.
With
this
information
PRDs
can
turn
referral
volume
patterns
into
insight,
identify
the
trends
that
characterize
strategic
physician
relationships,
and
design
strategies
to
improve
referrals
and
resulting
revenues.

6. Get
The
Most
From
Your
Physician
Referral
Data
©
2015
Gelb
Consulting.
All
Rights
Reserved.
Page
6
Experienced-­based
Effectiveness
We
understand
the
subtle
nuances
of
managing
the
delicate
relationships
of
key
physician
influencers.
Our
Salesforce.com
solution
helps
organizations
develop
strategies
to
attract
and
acquire
new
relationships,
create
tools
to
better
engage
physicians,
and
grow
customer
lifetime
value.
All
of
our
360
solutions
are
rooted
in
measurement
and
analytics,
giving
you
the
power
to
explore,
share
and
demonstrate
the
business
impact
of
your
efforts.
Using
them
you
can:
• Listen
Closer
–
Dashboard
tools
help
you
capture
the
voice
of
the
customer
across
multiple
channels.
• Analyze
Faster
–
Dashboards
integrate
data
into
a
single
platform
for
fast
analysis
and
accessible
customer
insights.
• Socialize
Insights
–
Dashboards
provide
a
way
to
share
insights,
anticipate
trends,
and
collaborate
better.
• Orchestrate
Messages
&
Experience
–
Dashboards
help
you
improve
touch-­‐point
performance
and
deliver
messages
that
resonate.
• Humanize
the
Brand
–
Dashboards
help
you
engage
customers
differently
to
create
advocacy
and
improve
service
recovery.
• Measure
the
Impact
–
Dashboards
demonstrate
the
impact
of
different
marketing
efforts
by
tracking
performance
and
benchmarking
progress
toward
corporate
goals.
Our
dashboard
solutions
are
grounded
in
over
50
years
of
market
research
experience.
We
have
perfected
our
market
sizing
techniques
and
incorporated
those
tools
into
the
Physician360
module.
This
approach
is
unique.
Rather
than
depend
on
a
single,
incomplete
data
set
and
inferences,
we
provide
you
with
the
tools
to
capture,
integrate,
and
analyze
data
from
several
data
inputs,
arming
you
with
the
insight
to
generate
your
own
inferences.
By
integrating
payer
data,
stated
behaviors
and
referrals
into
a
single
database,
your
analysts
can
segment
and
layer
data
points
to
see
a
physician’s
referral
pattern
from
multiple
perspectives.
Some
of
the
market
intelligence
available
with
Physicians360
includes:
• Market
Size
• Billable
services
by
physician,
by
service
• Number
of
physicians
in
market
by
specialty
• Share
of
Wallet
• Referral
data
cross-­‐tabulated
with
billable
services
by
physician
(identifies
splitters)
• Share
of
services
• Referral
data
cross-­‐tabulated
with
billable
services
by
physician
and
service
• Competitive
Intelligence

7. Get
The
Most
From
Your
Physician
Referral
Data
©
2015
Gelb
Consulting.
All
Rights
Reserved.
Page
7
About
Endeavor
Endeavor
Management,
is
an
international
management
consulting
firm
that
collaboratively
works
with
their
clients
to
achieve
greater
value
from
their
transformational
business
initiatives.
Endeavor
serves
as
a
catalyst
by
providing
pragmatic
methodologies
and
industry
expertise
in
Transformational
Strategies,
Operational
Excellence,
Organizational
Effectiveness,
and
Transformational
Leadership.
Our
clients
include
those
responsible
for:
• Business
Strategy
• Marketing
and
Brand
Strategy
• Operations
• Technology
Deployment
• Strategic
Human
Capital
• Corporate
Finance
The
firm’s
50
year
heritage
has
produced
a
substantial
portfolio
of
proven
methodologies,
deep
operational
insight
and
broad
industry
experience.
This
experience
enables
our
team
to
quickly
understand
the
dynamics
of
client
companies
and
markets.
Endeavor’s
clients
span
the
globe
and
are
typically
leaders
in
their
industry.
Gelb
Consulting
Group,
a
wholly-­‐owned
subsidiary,
monitors
organizational
performance
and
designs
winning
marketing
strategies.
Gelb
helps
organizations
focus
their
marketing
initiatives
by
fully
understanding
customer
needs
through
proven
strategic
frameworks
to
guide
marketing
strategies,
build
trusted
brands,
deliver
exceptional
experiences
and
launch
new
products.
Gelb
can
help
you
to
develop
and
implement
the
right
strategies.
Using
advanced
research
techniques,
Gelb
can
help
you
to
understand
the
complexities
of
your
market,
to
develop
your
strategic
decision
frameworks
and
to
determine
the
best
deployment
of
your
resources
and
technology
to
monitor
your
successes.
For
over
50
years,
Gelb
has
worked
with
marketing
leaders
on:
•
Strategic
Marketing
•
Brand
Building
•
Customer
Experience
Management
•
Go
to
Market
•
Product
Innovation
•
Trademark/Trade
Dress
Protection
Our
websites:
www.endeavormgmt.com
www.gelbconsulting.com
www.gulfresearch.com