3 Steps to Evaluate Physician Liaison Campaign Impact with Data-Driven Insights

doctor (obstetrician, gynecologist or psychiatrist) consulting and diagnostic examining female patient's on woman’s obstetric - gynecological health in medical clinic or hospital healthcare service centerMarket claims data has repeatedly proven to be a valuable resource during both the planning and execution stages of physician liaison outreach. Whether the particular campaign is related to onboarding a new physician, increasing referrals within a service line, or simply evaluating nearby competition, claims data plays a key role in locating opportunities for further development within a healthcare network. 

In the first and second blog posts of this three-part series, we discussed ways in which market claims data is sourced, its limitations, how to analyze it, and how to effectively utilize the insights it provides. Employing a fictional use-case, we explored how to tactically increase referrals and prevent patient leakage within the orthopedic service line using a Physician Relationship Management (PRM) platform to track and monitor data. 

In this third post of the series, we’ll look at physician liaison outreach from a new perspective: A retrospective look-back at campaign performance after six months of dedicated work. In doing so, we’ll use claims data to uncover trends that both guide and inform future campaigns – as well as evaluate the kinds of outreach that had the most impact on your end result. This way, we can quickly uncover the best next steps to goal attainment within your healthcare network.  

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Keri Braley

Keri Braley

Keri Braley serves as Evariant’s Manager of Customer Success, consulting with new and existing customers as they implement and optimize the use of the PRM and CRM tools into their business process. She has a special focus on physician relations and strategic business development. Prior to coming to Evariant, Keri spent 10 years as a physician liaison at two different hospital systems, doing strategic provider outreach and promotion, and producing analytics for the planning departments at each. Keri has also held roles in direct patient care, health disability benefit analysis, and healthcare alliance contracting.
Keri Braley

Use Case: Optimize Physician Liaison Impact with Data-Driven Insights

In the first and third blog post of this series, we discussed the significance of claims data, the ways in which it is sourced, and how to best leverage it for liaison planning and outreach. In this second post, we’ll use a real-world case study to illustrate the outreach process from start to finish, demonstrating the important role that claims data plays throughout. 

experienced physician completing health insurance claim form, healthcareIn order to keep up with the competitive healthcare landscape, the role of the physician liaison is changing. Rising pressures on care delivery systems – such as employee shortages, a rapidly aging population, and transformation in finance models – are beginning to alter the traditional physician employment models.

The need for solid physician engagement is greater than ever. 

Physician engagement directly impacts the quality and cost of patient care and, therefore, a healthcare network’s ability to grow: Engaged physicians are more productive, generate more referrals, and are dedicated to driving organizational change. According to a report conducted by Gallup, “Engaged physicians were 26% more productive than their less engaged counterparts,” amounting to an impressive $460,000 average in patient revenue per physician per year.

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Keri Braley

Keri Braley

Keri Braley serves as Evariant’s Manager of Customer Success, consulting with new and existing customers as they implement and optimize the use of the PRM and CRM tools into their business process. She has a special focus on physician relations and strategic business development. Prior to coming to Evariant, Keri spent 10 years as a physician liaison at two different hospital systems, doing strategic provider outreach and promotion, and producing analytics for the planning departments at each. Keri has also held roles in direct patient care, health disability benefit analysis, and healthcare alliance contracting.
Keri Braley

Using Claims Data Insights to Improve Physician Liaison Outreach

concentrated doctor preparing his scientific workIntegration between physicians and hospitals is critical for the delivery of high-quality care and long-term management of costs. In a recent survey, two in five healthcare executives said they’re losing more than 10% of annual revenues due to leakage – no small amount. Thankfully, much of this loss can be prevented with the implementation of a strong and well-planned physician liaison program

Physician liaison teams are vital support systems to any hospital or healthcare network’s marketing operation, serving as consultants, brand representatives, relationship-owners, and drivers of business development. To best support their network, liaisons must be equipped with the right information to guide their strategy – ideally, a blend of both quantitative and qualitative data. More

Keri Braley

Keri Braley

Keri Braley serves as Evariant’s Manager of Customer Success, consulting with new and existing customers as they implement and optimize the use of the PRM and CRM tools into their business process. She has a special focus on physician relations and strategic business development. Prior to coming to Evariant, Keri spent 10 years as a physician liaison at two different hospital systems, doing strategic provider outreach and promotion, and producing analytics for the planning departments at each. Keri has also held roles in direct patient care, health disability benefit analysis, and healthcare alliance contracting.
Keri Braley

4 Digital Tactics to Use in Physician Marketing Campaigns

digital tactics physician campaignAs a healthcare marketer, your goal is to capture new business and increase revenue for your organization. Thus, strategy (and marketing dollars) are often focused on consumer and patient campaigns – to find, guide, and keep these individuals long-term.

The reality is, most patients aren’t calling your organization to request an appointment with an orthopedic specialist – most visit their primary care provider before being referred to a specialist. To get more patients in the door and grow high-value service lines, a two-pronged approach is required: a campaign that targets both consumers and physicians.

The goal of a physician marketing campaign can range from increasing awareness to increasing referrals and U.S. News & World Report votes. First, you need to make sure that physicians know about your organization and its capabilities – only after you’ve established your credibility will physicians start to refer to your specialists.

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Chris Girardi

Chris Girardi

Chris Girardi oversees all staff and functions of Evariant’s multi-channel digital media offerings including planning, analysis, management, execution and analytics. He has over eight years of experience in digital media and direct response marketing.
Chris Girardi

Addressing 3 Common Physician Alignment Challenges

physician treating patientPhysician performance significantly affects patient experiences, loyalty, and lifetime value. When physicians deeply engage and align with your health system, the result is better patient interactions and greater loyalty to your network.

In fact, alignment can make the difference between reaching organizational goals or failing to. With the right strategy, physician alignment leads to:

  • More in-network referrals
  • Increased revenue
  • Service line growth
  • Improved patient experiences
  • Better relationships between physicians and health systems More
Emilio Ruocco

Emilio Ruocco

Emilio serves as Evariant’s Vice President, Physician Practice leader, ensuring the company’s Healthcare CRM/PRM, business intelligence and marketing solutions deliver maximum strategic value to clients; with particular emphasis on physician market analytics and business development. Prior to joining Evariant, Emilio was Senior Director, Performance Technologies at The Advisory Board Company, helping hospitals yield operational insight from internal systems and external data sets. He has also served as Leader of Customer Value and Insights at Healthways, a leading disease management and wellness firm; and Vice President, Strategic Communications for pharmacy benefits management company CaremarkRx, prior to its merger with CVS Pharmacy. Before entering the healthcare sector, Emilio held business development, investor relations and communications leadership roles for several public companies in a variety of industries.
Emilio Ruocco