Physician Relations. Data, Insights & Execution

Transcription

1 Physician Relations Data, Insights & Execution

2 About Us 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

3 A Track Record of Success: Barnes Jewish Hospital Cleveland Clinic Cincinnati Children s Hospital Medical Center Dayton Children s Hospital Duke Medicine Froedtert & The Medical College of Wisconsin Mayo Clinic MD Anderson Cancer Center Memorial Sloan Kettering RJW Children s Specialized Hospital St. Jude Children s Research Hospital Texas Children s Hospital University of Chicago Medicine University of Colorado Health Vanderbilt University Medical Center Ranked one of the top 50 Healthcare Management Consulting firms by Modern Healthcare The Gelb 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.

4 Scope of Services Creating 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. Gelb 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

5 Common Challenges Physician Marketing & Outreach Gathering relevant market intelligence to better target and segment the market Providing a consistent, streamlined referral experience Increasing reach and finding innovative ways to better engage physicians Equipping team with insight & tools to help them grow referral volume in their territory

6 Our Approach Physician 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

7 Our Approach Physician Outreach Strategy Improve satisfaction and loyalty Establish a mutuallybeneficial relationship Optimize patient referrals and revenues Increasing awareness around key clinical service lines Facilitate process, systems and operations improvement

8 Our Approach Physician Experience Management Experience Mapping Framework Marketing Message Process Communication

9 Our Approach Physician Experience Management Data To Results 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

10 Introduction Physician360 Identify market opportunities & grow customer lifetime value Market Insight & Opportunities Strategic Planning & Execution Demonstrate Program Effectiveness

11 Our Tools Physician Experience Management

12 Market Insight Identifying Opportunities Research Experience Mapping Decision Factors Segmentation User Experience (Portal, Website) Touchpoint Performance Referral Channel Performance Insight 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*

13 Accelerators Strategic Planning & Execution Physician Relationship Management Applications Affiliations and Relationships Module Referrals360 Physician Profiles Module Program Management Module (Goals) Voice of the Customer Module Outreach Route Planning Networking & Events Marketing360 Advanced Reporting & Interactive Dashboards

14 Sharing Insight Program 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

15 Focus on the Future Application Overview

16 Focus on the Future Day 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 s and communications Plan and document events and activities 5. SHARE: Interactive dashboards to socialize insights

17 Plan Strategic Planning Document strategic goals and key initiatives.

18 Plan Strategic Planning Create target lists to help focus outreach and marketing activities

19 Identify Market Trends Robust platform for exploring data and trends while providing a means for integration with Gelb s Salesforce.com solution through SG2 or your data provider. Explore data and trends Identify Market Share Leakage/Splitting Export target list for execution in Salesforce

20 Identify Market Trends Robust platform for exploring data and trends while providing a means for integration. Physician360 Attach Your List Send!

21 Focus On Opportunities Plan, Schedule and Document Outreach Activities from mobile device. Optimized for mobile/tablet Search for prospective physicians not in your database Quick access for completing daily tasks Details and Related Records Overall target to goals

22 Focus On Opportunities Create a call list to help you schedule outreach Filter by target list to identify high priority physicians Call directly from mobile device Search physicians to add to call list Filter by multiple criteria Choose physicians to add to call list

23 Focus On Opportunities Create Reminders Create call notes for one physician or multiple physicians at once Schedule outreach visit quickly

24 Focus On Opportunities 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

25 Focus On Opportunities See schedule at a glance Add physicians to route Map route and mileage Quickly document outreach Change order of appointments

26 Focus On Opportunities Add notes and attachments as needed All populated for your convenience. Just update status You can flag for report to highlight certain activity details in activities reports

27 Focus On Opportunities Create a case for positive or negative feedback Add expenses Send for resolution to non-salesforce users Responses are captured in Salesforce and attached to case for future reference

28 Focus On Opportunities Easy access to contacts View physician details Access to key metrics & charts

29 Execute Sales & Marketing Nurture Your Relationships Design the Experience Communication Preferences Meaningful Content Consistent Message Transactional Feedback Prospects Leads Customers Internal Stakeholders

30 Execute Curated Experience Curated Experience

31 Execute Curated Experience Target Lists Not Just ! Dynamic List Curated Experience 1:1 Marketing Tasks for ROCs

32 Execute Integrating Activities Marketing Activities

33 Insights Better Fresh Insights Brand & Financial Impact Other indicators that Institutional Advancement s activities influence Brand & financial impact: SOURCE: See Appendix 12% Increase IN SELF REFERRED PATIENTS FROM National Market 5,555 Self Referred New Patient Registrations From National Market 12% Increase IN NEW DONORS FROM National Market $222k Donations in Dollars From New National Donors FY13 YTD FY13 YTD 4,500 FY12 $200k FY12

34 Share Insights & Impact 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

35 Share Insights & Impact Is this because more physicians are referring to you or because fewer physicians are sending you more business? Quickly identify the procedures where your revenue is increasing/decreasing. Right-channeling Which channel is being used for referrals? Does this differ by service line?

36 Share Insights & Impact Monitor other indicators of relationship health Monitor issues, whether surfaced through outreach coordinators, call centers or Gelb s listening posts

37 Share Insights & Impact View your largest competitors by proximity Quickly pivot and trend market share by service category.

38 Share Insights & Impact Identify where referrals are being lost Is attrition related to experience or perhaps access? How does this experience differ by service line? Voice of the customer from cases, surveys and feedback provide more insight into the experience

39 Share Insights & Impact Trend your outreach activities with referrals by service line, by ROC Demonstrate your impact on both business measures and strength of the relationship Track your activities to goals Monitor your practices and physicians for changes in their businesses, referral patterns and other key activities

40 Thank You We Appreciate the Opportunity