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

A Guide to Implementing a Successful Physician Liaison Program

physician patient engagementOf the many roles in the healthcare industry, it’s unlikely that your first thought is of physician liaisons. But in today’s increasingly competitive landscape, it should be.

A typically misunderstood role, physician liaisons are responsible for establishing and maintaining productive communication between health systems and providers.

Successful liaison teams can be the catalysts behind increased practice exposure and revenue, reduced patient leakage, and enhanced provider satisfaction and retention. Think of liaisons as a strategic competitive edge for your healthcare business.

But, not all liaisons have the support they need to be that competitive edge. Top barriers to success are often lack of organizational support, minimal access to education and training, and ways to demonstrate ROI. Liaison teams need a well-structured program and the right technology to overcome these challenges and prove value.

In this post, we’ll cover five steps to create a successful liaison program: 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

Engaging Physicians: 3 Keys to Long-Term Provider Relationships

As healthcare systems continue to adapt to changing market forces, the fight is on to attract, engage, and keep the best physicians in your network. Creating mutually beneficial relationships with physicians helps healthcare organizations compete in an evolving market and will help improve patient experiences.

Purposeful physician engagement is a critical part of developing long-term relationships – and these relationships are a key ingredient to healthcare organizations’ efforts to increase market share and drive revenue. In addition, health systems with engaged physicians often see lower costs, improved care, greater efficiency, and higher physician satisfaction and retention.

Enhanced engagement also helps grow in-network referrals by connecting physicians through a common sense of quality care delivery and organizational value. On the financial side of things, physician engagement helps reduce referral leakage and can build loyalty organically.

Let’s take a closer look at three keys to engaging physicians and building long-term relationships:

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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

How to Leverage Physician Alignment for Service Line Growth

With the movement from fee-for-service models towards value-based care—which emphasize the whole patient and care quality, rather than siloed care and serving as many patients as possible—techniques for driving revenue must be updated to align with the evolving healthcare market. Targeted service line development and growth does still fit into these new value-based care initiatives.

When it comes to growing service lines, physicians remain a crucial part of the equation. Healthcare organizations need to be more strategic about their physician engagement and alignment in order to effectively grow service lines—and the organization—effectively in this new environment.

Regardless of where your organization sits on the journey to increased value-based care, proper physician alignment has benefits that resonate throughout your organization, such as:

  • Increased Inpatient Referrals: According to Gallup findings, engaged physicians gave their hospitals 51 percent more inpatient referrals than physicians who were not engaged. The result: an increase in initial revenue, as well as inpatient retention numbers. Keep in mind that in-network referrals are incredibly valuable—referrals from a single physician are estimated to bring in $1.56 million in net revenue.
  • Greater Productivity & Revenue: The Gallup study also found that engaged physicians were 26 percent more productive than non-engaged physicians. This added productivity can result in $460,000 more patient revenue per physician per year.
  • Improved Patient Experiences: Physician alignment is crucial for a smooth transition to value-based care models, which support patients taking a more active role in their own care. By aligning physicians with your value-based goals, you encourage them to better engage with patients throughout new types of care journeys that not only treat current health issues, but prioritize health maintenance to prevent further complications. Creating these types of patient-focused experiences is crucial to your organization’s financial performance; an Accenture study found that U.S. hospitals that deliver superior patient experiences generate 50 percent higher margins than average providers.

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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