physician relations data, insights & execution...activities with referrals by service line, by...

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


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:


• 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.


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


Create call notes for one physician or multiple physicians at once

Create Reminders

Schedule outreach visit quickly


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


See scheduleat a glance

Add physicians

to route

Map route and mileage

Change order of appointments


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


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


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?


Monitor other indicators of relationship health

Monitor issues, whether surfaced through outreach coordinators, call centers or Endeavor’s l istening posts…


View your largest competitors by proximity

Quickly pivot and trend market share by service category.


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?


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


We Appreciate the OpportunityThank You

physician relations data, insights & execution...activities with referrals by service line, by...

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