Physician Relations Data, Insights & Execution...activities with referrals by service line, by ROC...
Transcript of Physician Relations Data, Insights & Execution...activities with referrals by service line, by ROC...
Data, Insights & ExecutionPhysician Relations
The Endeavor
Difference
Our collaborative, information-based approach instills confidence in results and brings into focus the true meaning of offering an exceptional customer experience.
We have been specializing in creating healthcare market leaders for decades. Our approach applies industry best practices and proven frameworks to real-world situations.
Our team members have depth and breadth of experience and knowledge; many have executive-level experience at leading healthcare organizations.
We work with nationally-recognized Institutions:• 4 “Honor Roll” institutions• 8 out of the top 20 cancer programs• 3 out of the top 4 pediatric hospitals• 3 out of the top 10 cardiovascular
programs
National Benchmarking Studies:• Patient experience management• Marketing practices• Physician relations programs• International programs
Ranked as one of top 50 Healthcare Consulting firms by Modern Healthcare
Scope of ServicesCreating Leaders
Experience Management Healthcare Marketing Strategy Healthcare Business Strategy
Since the early 90s, we’ve been using this approach to organize insight development, strategy design, and experience monitoring.
Endeavor has the experience to guide your strategic marketing efforts with well-executed marketing research and proven methods to design winning strategies.
Our team of former healthcare executives have executed strategic planning, transformation, and programs.
• Patient Experience Management• Physician Experience Management• Donor Experience Management
• Healthcare Growth Playbook• Health Brand Strategy• Digital Insights and Dashboards
• Strategic Planning• Financial Analysis• Revenue Cycle Improvement
• Operational Excellence• Organizational Transformation• Quality and Patient Safety• Executive Transition• Destination Medicine
Common ChallengesPhysician Marketing & Outreach
1234
Gathering relevant market intelligence
to better target and segment the market
Increasing reach and finding innovative ways
to better engage physicians
Providing a consistent, streamlined
referral experience
Equipping team with insight & tools to help
them grow referral volume in their territory
Our ApproachPhysician Experience Management
We believe that culture and your brand promise are
linked through the experience delivered.
Leaders translate customer expectations to the
organization, assign priorities and reinforce expected
behaviors.
We intentionally examine the differences between
functional needs (what is done) with emotional needs
(how patients and physicians feel about the
interactions).
Alignment with expectations creates an exceptional
experience and a sustainable competitive advantage.
We call this Customer Enchantment
Our ApproachPhysician Outreach Strategy
Establish a mutually-
beneficial relationship
Increasing awareness around
key clinical service lines
Facilitate process,
systems and operations
improvement
Optimize patient referrals and revenues
Improve satisfaction and loyalty
Our ApproachPhysician Experience Management
Experience
Mapping
Framework
Marketing Message Process Communication
THE EXPERIENCE ● High Perf ormance | ● Moderate Perf ormance | ● Low Perf ormance
Awareness Decision Making Scheduling Treatment Transition of Care
Ideal Experience:
“UM provides top-notch treatment and keeps
me updated about their services and specialists.”
Ideal Experience:
“I am confident that UM will provide the best
clinical care and an easy experience.”
Ideal Experience:
“It is easy for me to initiate a referral, and
patients receive appointments quickly”
Ideal Experience:
“My patients receive excellent care and I am
updated throughout their journey.”
Ideal Experience:
“I have a clear on-going care plan and the UM
team is accessible should any problems arise.”
• Perceptions about and knowledge of UM• Ideal relationship with UM
• Evaluation and selection of oncology providers • Discussion with patient and family• Assessment of providers• Preparing patients for what to expect
• Initial contact• Timing and ease of process• Appointment confirmation• Scheduling assistance provided to patients
• Coordination of care with specialist • Progress notes and methods of communication• Patient feedback about their experience
• Discharge summary• Coordination of on-going care• On-going patient care and support• Call-backs for assistance
Key Touchpoints: Key Touchpoints: Key Touchpoints: Key Touchpoints: Key Touchpoints:
Our ApproachPhysician Experience Management
• Brand Perceptions
• Decision Factors
• Marketing Channels & Touchpoints
• Outreach
• Referral Channel Performance
• Patient Communications
• Identify Brand & Market Opportunities
• Deliver the Ideal Experience
• Strengthen Relationships &
• Grow Advocacy
• Maximize Marketing & Outreach
Data To
Results
StrategicPlanning & Execution
DemonstrateProgramEffectiveness
Market Insight & Opportunities
Identify market opportunities & grow customer lifetime value
Physician360Introduction
Our ToolsPhysician Experience Management
SALES AUTOMATIONNature and engage your customers with the right message at the right time.
CRM / PRM
Stable, flexible platform to capture, store and
report data about your customers throughout
their experience.
THIRD-PARTY DATA
INTEGRATION
NPI append, email list leasing, physician social
networks, digital ads, website, commercial
claims data, etc.
DASHBOARDS AND REPORTING
Engaging, integrative, and interactive data visualization for
decision making and sharing.
Market InsightIdentifying Opportunities
Research• Experience Mapping• Decision Factors• Segmentation• User Experience (Portal, Website)• Touchpoint Performance• Referral Channel Performance
Data Management Services• Review of existing data including organization,
practice, physicians, and referral data• Develop data management plan to ensure both
historic and future data can be compared, analyzed and utilized in application regardless of source
• Integration of market data feed*
Insight
AcceleratorsStrategic Planning & Execution
Applications• Affiliations and Relationships Module• Physician Profiles Module• Program Management Module (Goals)• Voice of the Physician Module / Feedback• Outreach Route Planning• Networking & Events• Expense and Mileage Tracking• Alumni Tracking• Marketing360• Advanced Reporting & Interactive Dashboards
Physician
Relationship
Management
Sharing InsightProgram Effectiveness
Standard reports and dashboards typically included are:• Coordinator Scorecard• Market Insight Dashboard• Service Line Report• Executive Report• Strategic Planning Dashboard• Continuum of Care Dashboard• Outreach Activities Summary Dashboard• Physician Relations Program Dashboard• Physician Experience
Application OverviewFocus on the Future
Focus on the FutureDay in the Life
Physician Relations: Day in the Life
1. PLAN:• Set Program Goals and Initiatives/Tactics (prioritize initiatives)
2. IDENTIFY:• Create Target Lists• Third party data provider (e.g. Crimson, SG2, etc.)• Prospecting (e.g. finding physicians in your market area)• Customer Data Mining/Contact view or report
3. FOCUS:• Assign Contact Target List - Add Members to initiatives/tactics• Marketing Activity• Events/Activities • Outreach Worklist
4. EXECUTE:• Plan Your Day- Outreach Route (Outreach)• Deploy targeted marketing emails and communications• Plan and document events and activities
5. SHARE:• Interactive dashboards to socialize insights
Strategic PlanningPlanDocument strategic goals and key initiatives.
Strategic PlanningPlanCreate target lists to help focus outreach and marketing activities
Market TrendsIdentify
Explore data and trends
Identify Market Share
Leakage/Splitting
Export target list for execution in Salesforce
Robust platform for exploring data and trends while providing a means for integration with our Salesforce.com packages through your all payers claims data provider.
Market TrendsIdentifyRobust platform for exploring data and trends while providing a means for integration.
Physician360Email
Attach Your List
Send!
On OpportunitiesFocus
Optimized for mobile/tablet
Search for prospective physicians not in your database
Quick access for completingdaily tasks
Details and Related Records
Overall target to goals
Plan, Schedule and Document Outreach Activities from mobile device.
On OpportunitiesFocus
Search physicians to add to call list
Filter by multiple criteria
Choose physicians to add to call list
Create a call list to help you schedule outreach
Call directly
from mobile device
Filter by target list to identify high priority physicians
On OpportunitiesFocus
Create call notes for one physician or multiple physicians at once
Create Reminders
Schedule outreach visit quickly
On OpportunitiesFocus
Select a planned or completed route to view by clicking on a date.
Add physicians to route or
create a new route
View details about the route selected
Quickly document
outreach
On OpportunitiesFocus
See scheduleat a glance
Add physicians
to route
Map route and mileage
Change order of appointments
On OpportunitiesFocus
All populated for your
convenience. Just update
status…
…Add notes and attachments as needed
You can flag for report to highlight certain activity details in activities reports
On OpportunitiesFocus
Add expenses
Create a case for positive or negative feedback
Send for resolution to non-Salesforce users
Responses are captured in Salesforce and attached to case for future reference
On OpportunitiesFocus
Easy access to contacts
View physician details
Access to key metrics & charts
Sales & MarketingExecute
Nurture Your RelationshipsDesign the Experience• Communication Preferences• Meaningful Content• Consistent Message• Transactional Feedback
ProspectsLeadsCustomersInternal Stakeholders
Curated ExperienceExecute
Curated Experience
Target Lists
Dynamic List
Tasks for ROCs
1:1 Marketing
Curated Experience
Not Just Email!
Curated ExperienceExecute
Marketing Activities
Integrating ActivitiesExecute
Fresh Insights
Brand & Financial Impact
Other indicators that Institutional Advancement’s activities influence Brand & financial impact:
FY13 YTD
5,555 Self Referred New Patient Registrations
From National Market
12% Increase
IN SELF REFERRED
PATIENTS FROM
National Market
12% Increase IN NEW
DONORS FROM
National Market
FY13 YTD
$222k Donations in Dollars From
New National Donors
SOURCE: See Appendix
4,500 FY12 $200k FY12
Insights Better
Insights & ImpactShare
Standard reports and dashboards typically included are:• Coordinator Scorecard• Market Insight Dashboard• Service Line Report• Executive Report• Strategic Planning Dashboard• Continuum of Care Dashboard• Outreach Activities Summary Dashboard• Physician Relations Program Dashboard• Physician Experience
Quickly identify the procedures where your revenue is increasing/decreasing.
Is this because more physicians are referring to you or because fewer physicians are sending you more business?
Right-channeling…Which channel is being used for referrals? Does this differ by service l ine?
Insights & ImpactShare
Monitor other indicators of relationship health
Monitor issues, whether surfaced through outreach coordinators, call centers or Endeavor’s l istening posts…
Insights & ImpactShare
View your largest competitors by proximity
Quickly pivot and trend market share by service category.
Insights & ImpactShare
Identify where referrals are being lost…
Voice of the customer from cases, surveys and feedback provide more insight into the experience
Is attrition related to experience or perhaps access? How does this experience differ by service l ine?
Insights & ImpactShare
Trend your outreach activities with referrals by service l ine, by ROC
Monitor your practices and physicians for changes in their businesses, referral patterns and other key activities
Demonstrate your impact on both business measures and strength of the relationship…
Track your activities to goals
Insights & ImpactShare
We Appreciate the OpportunityThank You