Measuring Physician Relations ROI:Techniques and ToolsSpecial Workshop Session: Wednesday, April 15, 2015; 12:30-2:30 p.m.

Suzanne HenderyVP, Marketing & Public AffairsBaystate Health

Mitzi Kent, RN BSNSenior Director, National Physician Liaison ProgramLifePoint Hospitals

Summer M. LesicGroup Director, Provider Relations,Mountains and North Denver Operating GroupSt. Anthony Hospital

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Suzanne HenderyVice President

Marketing & Public AffairsBaystate Health, Springfield, MA

Summer M. LesicGroup Director, Provider Relations

Mountains and North Denver Operating GroupSt. Anthony Hospital, Lakewood, CO

Mitzi Kent RN BSNSenior Director

National Physician Liaison ProgramLifePoint Hospitals, Nashville, TN

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Learning Objectives

• Recognize that for physician relations teams to besuccessful they must be accountable for measuring andreporting return on investment for relationship sales efforts.

• Learn how three different organizations are demonstratingresults through tracking and reporting measures that alignwith organizational goals. Examine their ROI models. Hearhow to get internal buy-in and a shared sense of purpose.

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Suzanne Hendery - Biography• Suzanne serves as Vice President, Marketing & Public Affairs for Baystate Health,

a Top 100 Integrated Delivery System of four hospitals. Baystate Health is thehealth care leader in Western Massachusetts and one of the largest employerswith 400 employed physicians and 11,000 employees. Suzanne oversees an in-house marketing, public affairs, loyalty, special events and physician relationsagency of 24 professionals. Over the last 20 years the team has achieved nationalrecognition for their innovative communications and focus on the patient andphysician. Personally, she is dedicated to creating a team and communicationsthat are "Best of Class" and works to create a collaborative work environmentwhere staff can grow, contribute and share in the satisfaction of a job well done.Suzanne has a Master's Degree in Marketing Communications from TheUniversity of Connecticut and a Bachelor's Degree in Media Systems andManagement from Westfield State University.

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Baystate Health- Who We Are

Baystate Health, a Top 15 Integrated Delivery System of four hospitals, includingBaystate Medical Center, the largest hospital outside Boston and the WesternCampus of Tufts University School of Medicine. Baystate is the health care leader inWestern Massachusetts with an insurance plan (HNE) and one of the largestemployers with 400 employed physicians/providers, 11,500 employees and 1500independent physicians in a 100 mile radius.

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Baystate’s Approach

ComprehensiveBreastCenter

&

Radiology &Imaging(2 Sites)

• Serve as “value added” for referring providers– One “point person” in the field for access, response– Support for navigating the referral process– Expedite consults/appointments – particularly for new,

complex and/or acutely ill patients (Gold Card)– Consistently communicate back to the referring

physician and primary providers

• And as a result, retain current referrals, earn trust andadditional referrals

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Physician Liaisons-Baystate

2 Physician Liaisons ExistingEntity-Based

Representatives

Col

labo

ratio

n

StrategyField

IntelligenceData

Analytics

~ Primary Duties ~• 2.0 FTEs are solution shop

for referring physicians(300 each)

• Spend 70% of time withphysicians in the field forgrowth/ retention

• Ensure thoroughunderstanding, matchneeds with BH specialistsand clinical services,effectively triageissues/concerns

• Develop relationships withinternal stakeholders tofurther support growth ofreferrals from physicians,practices

Vice PresidentMarketing & Public Affairs

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Clinical & Marketing PartnershipService Providers/Service Lines agree to:

Ensure ongoing operational readiness Collaborate on challenging scheduling requests, issue resolution Collaborate with Physician Liaisons & Director of Referral Line Support messaging Provide quality data

Physician Leaders agree to: Endorse the concept Build awareness of the program Respond to referring physician concerns Meet with providers/referring physicians as needed Join the Physician Liaison staff in the field Assign “Go To People” to serve as contacts for Liaisons & Referral Line

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Priority Setting ProcessCriteria Service

Profile

Expressed interest in growing services

Access: 3rd next available appointment, other

Patient Satisfaction

Quality Outcomes

Evidence of Differentiation:e.g., highly skilled/trained providers, state/professionalorganization recognition or certifications, etc.

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Metrics for Staff

Office of Referral Services• Total appointments booked (new patients/returns), now: 50 week• Days to Close (service concerns)

Physician Liaisons• Face to face meetings with area physicians and referral staff to include at least

18 visits per week. (Activity)• Increase patient visits to “Ready to Grow” areas from FY baseline. (Volume)• Report out @ MD Operations Meetings: Top 3 Issues and status• Establish and report on: 1) Referring Physician Advisory Council, 2) Referring

Practice Manager Advisory Council• Participate in marketing plan process. Contribute to MD referral growth and

recruitment plan.

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Added Value

• Growth of referrals in “ready to grow” areas• Timely street intelligence: competitive threats met head on• Introduction of new senior leaders to key physicians/groups in market• New specialist “onboarding” (reduce time in getting to full panel)• Expand partnerships (insurance partner, new hospital & MDs, CVS, etc.)• Physician Matrix by service line, a proactive MD landscape for

partnerships, employment• Aligned with marketing/growth/revenue goals for: consumer marketing

plans, malpractice, Professional development/CMEs, GPA/ACO, EMR

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Reporting/Updates• Monthly

– Visits– Field intelligence

o Anecdotal progress – relationships andreferral business

o Feedback mechanism – servicerecovery/enhancements, recruitment

• Annual Goal (with quarterly feedback)– Interim Report Card on activity and volume goals

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Results – Baystate HealthYear Over Year (YOY), Physician Liaison Program

– +$8M (total adjusted new revenue) Year 1.Annual budget: $316K; 25 to 1 investment or2500% ROI

Other Direct Referral Business• Contacts: 1,400 face to face visits (20+ per week) to 600 referring

physicians/staff by 2 liaisons.• Fill panels of new specialists 50% faster.• “Gold Card” service: since 11/13, 1039 visits have been scheduled for BMP

Specialty Practices, allowing new/urgent patients to be booked 4x sooner,exceeding BH goal of 14 days.

• Contract and fax numbers updated for over 1000 providers to improvecommunications.

• In Oncology, visits to referring providers increased referrals by over 25%.

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Sample ROI Report

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Other Results- Baystate Health

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Questions/Group Discussion• Getting internal buy-in for the measurement

approach

• Wish list of things you plan to measure in thefuture

• Other topics for discussion?

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Suzanne.Hendery@bhs.org413.794.7652

THANKYOU!

THANKYOU!