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What is Physician Relationship Management? Consumers vs. Physicians At a high level, most hospitals target their marketing efforts at primarily two audiences a) Individual consumers, and b) Physicians. Consumer marketing involves all those activities that are designed to influence an individual consumer to pick Hospital A over Hospital B. Examples would include advertising print; radio; TV, billboards, consumer based education events, blood drives, free cancer screenings, just to name a few. This presentation deals specifically with the Physician side. While consumer marketing does influence admissions, physician referrals are typically responsible for 70% - 80% of non-emergency room admissions. How do hospitals Sell and Market their services to Physicians, and why is this important? Hospitals have two primary ways that they can influence an individual consumer buying decision. The first is through consumer marketing activities, as described above. The nd way is through physician marketing activity. Why is marketing to physicians important? Because, hospitals understand that physicians routinely recommend specific hospitals to their patients. This occurs when a patient visits their physician for a particular ailment. During this process, the physician may determine that the patient needs to be admitted to a hospital for further treatment of some kind. Most physicians have formal admitting privileges with hospitals in their area. Physicians may decide to recommend a particular hospital for a variety of reasons: The hospital is geographically desirable The hospital is well managed, and operates efficiently pg.
What is Physician Relationship Management? (cont.) The hospital has a reputation for providing a high quality of care The hospital s nursing staff is professional, efficient, courteous, and effective The hospital maintains state-of-the-art testing, diagnostic, and treatment equipment The hospital has assisted the physician in growing their practice The objective of the hospital is straightforward Influence physicians to refer their patients to My Hospital, and not to a competing hospital. This is accomplished by building and maintaining strong relationships with physicians by being strategic and focusing on efforts to assist the physician and their practice. This is essentially a soft sell approach that involves working directly with physicians and their back office/practice personnel to communicate the advantages of working with my hospital instead of competing hospitals. Effective Physician Relationship Management involves: Frequent physician touches. Stay top of mind with key physicians Promptly identifying and resolving issues Building mutually beneficial relationships. For the hospital, this means receiving physician referrals from the physician. For the physician, this may involve the hospital helping to drive more patients to the physician via various consumer marketing activities health education, health screenings, wellness programs, etc. In summary, the hospital and the physician have a very symbiotic relationship. The Physician Relationship Management tool, provided by Salesforce, is designed to help a hospital effectively manage their relationships with their key physicians. It provides a way for a hospitals physician relationship managers to track details about their physicians, and the associated activities and relationship building efforts. 3 pg. 3
Home Tab 3. From the Home Tab, you can view your calendar and tasks, and select tab and sidebar options to access other information. You can also search for information and view messages and custom links provided by your administrator.. Your personalized Home Tab includes several Dashboard Components, that allow you to quickly understand key business metrics around physician referral activity and the activity levels of the physician relationship managers. Dashboards are presented in more detail, later in this document. 3. Users can view and manage all of their tasks and appointments from their Home Tab. Complete integration and synchronization with Microsoft Outlook is fully supported eliminating duplicate entry. You can set up your tasks and appointments for the entire week and simply check them off as completed while out in the field using either a mobile PDA or laptop with internet connection. It s fast, it s easy, it s accessible anywhere. 4 pg. 4
Physicians/Contacts Tab 3. The Physicians/Contacts Tab provides a list view of all your various physicians, and their associated profile information. Custom list views can be easily created by end users and saved for future use. This allows you to view your physician information in a variety of different ways.. Key performance indicators include recent referral activity, number of issue (problems) reported, and activity levels. This allows you to at a glance determine which physicians you need to visit so you can effectively manage your time for maximum results. 3. Visual indicators allow users to quickly see jeopardy physicians, those physicians with whom referral activity is low, or that have a lower than desired Relationship Score. Keeping on target with referral activity and issue resolution at the physician level is critical to meeting overall hospital referral and revenue, and physician retention goals. 5 pg. 5
Physicians/Contacts Record 3 4 5. The Physicians/Contacts record view provides detailed contact information, as well as important profile information, about a specific physician or contact.. The Physician Profile section provides detailed profile information about the physician such as educational background, area of medical specialty, and more. Like all screens, the Physicians/Contacts tab can be easily customized to add or delete fields to suit the needs of the organization. 3. The Relationship Profile section allows users to quickly understand important facts that may affect the physician relationship, and thus their referral activity. Additionally Physician surveys can be easily customized/mass emailed and results would automatically be factored into the relationship score. 4. The Relationship Score is automatically computed, and is based on several other relationship criteria such as last survey score, # of issues, and last activity date. 5. Users can quickly ascertain important information about their relationship building and marketing activity levels with key physicians. This allows physician relationship managers to stay on top of their activity goals, thus ensuring a positive relationship. 6 pg. 6
Physicians/Contacts Related Lists 3. While viewing a particular Physician/Contact record, additional, related information can be quickly accessed. Examples include activity history, physician referral activity, physician relationships, and more. Hovering your mouse over a particular related list, allows you to quickly view, and access related information quickly.. One related list example, is the Physician Forecast. Physician Relationship Managers can create and view a physician referral forecast for each key physician. This allows physician relationship managers to set referral targets (targets derived from corporate admission improvement goals) and quickly understand the physician referral activity of each of their key physicians against these established targets so they can take action. 3. Forecast versus actual amounts can be tracked. Color coded flags allow users to quickly understand the results of each forecast period. RED means the forecast was not met. YELLOW means the forecast was met. GREY represents a future forecast period. 7 pg. 7
Physicians/Contacts Related Lists (cont.). Users can also manage a variety of physician activities, very quickly. Sending an email or survey is a simple One-Click process, right from the Physician record.. Users can select from a library of pre-designed email templates, that leverage your specific logo, images and branding. 3. This allows fast communication to specific individuals within a practice surrounding a particular facility for example, a physician and their back office personnel would want to be notified of additional beds/capacity in a facility that had previously been at 00% capacity. Back office personnel would want to be notified of changes to billing or admitting processes, physicians would want to be notified of the availability of new equipment relevant to their area of specialization. 8 pg. 8
Physician Relationships Tab. The Physician Relationships Tab displays a list view of physician associations. This functionality allows physician relationship managers to establish and understand the manner in which physicians relate and work with one another. This is key to fully understanding the physician referral dynamic.. One of the most important types of relationships to understand, is that of Hospitalist. A Hospitalist is the name given to a physician who performs hospital rounds on behalf of another physician. In other words, physicians will sometimes sub-contract another physician to visit, and perform rounds for their hospital patients. This relationship is important to understand, as it can affect the accurate tracking of physician referral activity. 9 pg. 9
Hospital Relationships Tab. The Hospital Relationships Tab provides a list view of physician relationships and affiliations with specific hospitals.. Of particular importance, is understanding to which hospitals physicians can admit patients for treatment and care. This is at the heart of understanding the physician referral activity for each physician. 0 pg. 0
Medical Practices Tab 3. The Medical Practices Tab provides a list view of your medical practices, along with specific profile information, including back office personnel and other practice contacts who need to be notified of things like new capacity at one of your facilities or changes in billing procedures.. Detailed profile information for each medical practice can be displayed. 3. Users can quickly drill down into specific medical practices to view more detailed information. pg.
Physician Referrals Tab. The Physician Referrals Tab displays a list view of physician referral information for all physicians without displaying patient sensitive data that might cause HIPPA compliance issues. Non sensitive specific data is pulled from admitting and billing for analysis and analytics. Admitting and revenue trends can be displayed on executive dashboards along with physician rep activities, thereby enabling management to determine which activities are delivering results.. Of particular importance, is understanding the manner in which the patient paid for healthcare services rendered. A color coded flag, allows users to quickly ascertain how each procedure was funded. In this example: RED is Not Insured. YELLOW is Medicare/Medicade, and GREEN, is Fully Insured. This allows physician relationship managers to understand the profitability level of physician referrals by each physician. This can be easily customized by the customer to reflect how they want to track payment information. Hospital CFOs find value in understanding the mix of insurance types and revenue generated by hospital and physician. This allows the healthcare provider to easily determine who are their highest value physicians. pg.
Issues Tab 3 4. The Issues Tab displays a list view of specific concerns, problems, or complaints logged by your physicians.. Color coded flags allow users to quickly ascertain the priority level of each issue 3. Powerful workflow capability will automatically alert (visible and audible alert) the related physician relationship manager when a new issue is created, or is not being resolved within a pre-set period of time. Workflow rules can also be utilized to automatically assign issues to particular hospital employees, for resolution. This powerful capability ensures that issue resolution occurs quickly and efficiently, providing your physicians with a high degree of customer service. Via Web to Case capabilities, physicians or their back office staff can log issues directly to the hospital web-site and the issue is captured and automatically routed to the right person for resolution. 4. Users can quickly Drill down into issue details and begin the resolution process. 3 pg. 3
Dashboards and Reports 3 All dashboards are based on an underlying report. To access report detail, simply click on a dashboard, and the report is immediately displayed. Dashboards provide a graphical representation of key business performance metrics. Dashboards are easy to create, and each user can have their own unique dashboards. Dashboards help you answer questions like:. What is the physician referral activity of my key physicians?. As a physician relationship manager, Am I touching my physicians often enough? Which physicians are slipping through the cracks? 3. What kind of activity am I engaging in, with my key physicians? 4. Which activities are delivering the highest admissions and revenue results? 4 pg. 4