Best Practices for Physician Outreach Team Goal Setting

Physician outreach teams work toward many goals across an organization, but executives often struggle to determine the value of outreach efforts.

Proving physician relationship ROI is a challenge in the industry, but with the use of physician relationship management software, more healthcare organizations are moving toward an understanding of how physician outreach efforts contribute to organizational goals.

A PRM provides liaisons with the ability to show how their actions contribute to not only outreach campaign results, but the overarching objectives of the organization. Physician outreach teams must work with organizational leaders to determine the goals, needs, and metrics to be considered. The more these concepts and KPIs are socialized across the organization, the more likely the liaison team will be successful.

With effective goal-setting, liaisons can quantify their actions, set realistic expectations, and provide visibility for more collaborative work within the department and the organization. Let’s take a look at the best practices for physician outreach goal setting that can help optimize physician relationship management in your organization.
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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

Extending Patient Lifetime Value with Physician Loyalty

This is the final post in a three-part series that discusses the changing healthcare landscape and the need for marketing teams to engage patients across their healthcare journey, extend patient lifetime value, and increase patient acquisition and retention. Read the first post on why it’s imperative for hospitals to approach patient acquisition and retention in more intelligent ways. And then check out the second post to learn how using personalized, multi-channel campaigns helps achieve the goal of patients for life.  

Achieving – and maintaining – physician loyalty is one of the most impactful efforts a health organization can undertake.

Doing it successfully has positive repercussions across the organization, from driving revenue and increasing patient engagement to extending patient lifetime value.

Statistics tell a compelling story: a 30-50 percent out-of-network loss translates to a $4-8 billion problem. And, a single provider’s referrals are estimated to bring in $1.56 million in net revenue – that’s what’s at stake with every physician relationship. Not only that, but when patients go to out-of-network providers, key encounters are lost to a competitor.

At health organizations across the country, physician liaison teams often lack the data and insights necessary to be a revenue-protecting and growth force. Without market data, the understanding of provider referral networks, and the right relationship management technology, liaison teams aren’t able to inform leadership, prioritize outreach efforts and align with organizational goals.

How can organizations develop valuable and lasting relationships with providers in their community? How can these relationships be leveraged to grow high-value service lines and achieve patients for life?

The first step is changing how healthcare enables physician liaison teams and prioritizes outreach efforts. A physician relationship management (PRM) solution is the foundation that supports health organizations in their efforts to optimize their provider network. Let’s take a deeper look:

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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

4 Tips for Onboarding a Physician Relationship Management Solution

The role of the physician liaison team is often understated, despite the fact that physician referral practices can greatly impact a health system’s overall performance and profitability.

To optimize growth in a competitive market, health organizations and liaison teams must work to develop and nurture relationships with physicians and providers.

Until recently, healthcare organizations have been challenged to quantify and categorize liaison efforts, which is part of the reason their role has been underestimated. For this reason, many health systems have implemented a physician relationship management (PRM) solution. As a centralized hub for physician engagement efforts, a PRM solution allows organizations to leverage existing data sets, develop actionable insights, and gain visibility into their liaison team practices.

As with any technology implementation, there are going to be challenges and hurdles along the way to overcome. We’ve outlined four strategies to ease the PRM transition process for the liaison team and the organization:

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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

How to Extract Smarter Data from Physician Relationship Campaigns

Consider this statistic: Referral leakage for a health system can average anywhere from 55 to 65 percent. To put this in perspective, for a hospital with 100 affiliated providers, total referral leakage costs the health system between $78 million to $97 million per year.

That’s a big number, and one that illustrates the importance of building strong physician relationships within the provider community: Successful physician relationship campaigns can bring significant revenue back into the organization. As competition for referrals increases, incorporating a data-driven approach to physician alignment and engagement can reap dividends for an organization.

Integration of a Physician Relationship Management (PRM) solution is a start. It gives physician liaison teams a centralized system for tracking engagement activities. More than that, it provides liaisons with the ability to approach their outreach and campaigns strategically – and align them with organization-wide initiatives.

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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

4 Steps Health Systems Can Take to Improve Their Physician Alignment Strategies

Improve Physician Alignment StrategiesThe road to becoming a physician demands many years of schooling and residency – the cost, time, and knowledge required, combined with a number of healthcare policy changes, discourages many young adults from pursuing this profession.

Simply put, the United States is not adding enough new physicians to keep up with the growing demand for them.

The Association of American Medical Colleges (AAMC) projects that by the year 2030 there could be a physician shortfall as low as 40,000 doctors to as high as 104,000 doctors. Now more than ever, healthcare organizations must focus on attracting and retaining physicians to ensure organizational success.

To do this, health systems need to implement a comprehensive physician alignment strategy. If organizations do not start to plan, design, and execute a physician outreach and alignment program now, they won’t be able to overtake competitors or retain physicians in the future. The four steps outlined in this post can help ensure that health systems’ physician outreach strategy is well thought-out, data-driven, and ultimately leads to alignment.
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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