2017 physician strategies: physician enagement - gelb
TRANSCRIPT
Physician Engagement
strategies that Build Meaningful Connections
2017 Physician RelationsWebinar
Series
2017 Physician RelationsWebinar
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.
2017 Physician RelationsWebinar
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
2017 Physician RelationsWebinar
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.
2017 Physician RelationsWebinar
Series
ABOUT US
WE WORK WITH NATIONALLY-RECOGNIZED INSTITUTIONS:5 “Honor Roll” institutions5 out of the top 10 cancer programs3 out of the top 4 pediatric hospitals3 out of the top 10 cardiovascular programs
NATIONAL BENCHMARKING STUDIES:Patient experience managementMarketing practicesPhysician relations programsInternational programs
Ranked as one of top 50 Healthcare Consulting firms by Modern Healthcare
Our Philosophy
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”
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
Successful Physician Engagement:
Is mutually beneficial
Is authentic (promises we can keep)
Promotes referring physicians feeling like partners in care
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.
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
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?
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
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
Required vs. Optional
In-person vs. Online and On-Demand
Free or Fee-Based?
How can the Liaison Participate?
Engagement Strategies
Continuing Medical Education
Cost Effective
Operationally Efficient
Enlist physician participants
Build Relationships (followership)
NOT Mass Media !!
Engagement Strategies
Social Media
Physician Advisory Boards
Exhibiting at Medical Conferences
Medical Society Participation
Physician Office Visits
Physician Orientation
Engagement Strategies
Enhancing Physician Reputation
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:
Establish the Medical Director role
Develops “recognition” criteria
Internal communications
Measure the results
Physician Ambassador Program
Formalizing the Approach:
QUESTIONS ?
COMMENTS ?
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.
Engaging Busy Physicianshttp://www.endeavormgmt.com/wp-content/uploads/2016/09/Engaging-Busy-Physicians.pdf /
Resources
Eliciting Physician Feedback in Survey Researchhttp://www.endeavormgmt.com/eliciting-feedback-from-physicians/
Experience Managementhttp://www.endeavormgmt.com/experience-management-overview/
Physician360 Dashboard Demohttp://endeavormgmt.com/digitalinsights/
• Have a representative contact you?
• Have a representative come to speak at your organization?
• Want more information?
Would You Like To:
Thank you for participating!