For a majority of medical practices, hospitals, and healthcare systems, physician referrals are the backbone of the practice. It is essential for physicians to connect and build referral relationships with local physicians to help boost patient referrals and overall patient growth for the practice.
With physician referrals as a large portion of the patient base, many physicians and practices have begun implementing physician liaison marketing programs.
Physician liaisons allow the physician the ability to connect and build strong referral relationships with local doctors while the providing physician can focus on patient care.
Physician liaisons serve as practice ambassadors for their physicians and become an extension of the physicians they represent. They help cultivate referral relationships that result in the overall growth of the practice.
The Benefits Of A Physician Liaison Marketing Program:
– Connect with local physicians
– Increase patient referrals
– Increase high revenue procedures
– Increase overall practice revenue
The key to a successful physician liaison marketing program, is always to know your numbers and the best way to capture the current status of the practice is to use your EMR/EHR.
Physician liaisons can use healthcare IT to help them successfully capture crucial details and analytics.
Here are 3 ways healthcare IT can help grow new patient referrals for your practice when implementing a physician liaison marketing program.
- Establish benchmarks & goals
- Develop a strategic game-plan
- Measure ROI and track growth
Establish benchmarks & goals
To know where you need to go, you need to understand where you are.
Physicians can pull the analytics of the practice determine who has been referring and the revenue reports to help establish benchmarks and goals for their physician liaisons.
Developing benchmarks creates structure in the program and defining goals and creative direction. Goals help physician and liaisons effectively communicate the expectations as well as define timelines.
Develop a strategic game-plan
The ability to pull the physician referral reports from your EMR/ EHR can help physician liaisons determine a strategic game-plan for the physician liaison marketing program.
EMR’s capture unique information to the practice. And with the assistance of healthcare IT professionals, medical practices can build customized reports to track vital information for the physician liaison marketing.
Customized EMR reports build the foundation for physician liaisons to develop an effective strategy when planning the marketing. The Customized EMR reports help ensure the success of the physician liaison marketing by targeting the referrals and revenue.
Measure ROI and track growth
How do I measure the ROI of a physician liaison marketing program?
Well, the simplest way to track the revenue growth using your medical practice EMR reports!
Use the medical practice EMR to pull generated revenue reports that can be used to compare to the established benchmarks. There are other areas you can track the success and growth of the physician liaison marketing using your EMR.
Clear ROI reports can allow physicians and liaisons the foresight to decide what changes need to be made, where to continue moving forward, and how to further scale the practice.
If you’re looking to increase patient referrals and scale your practice, implement an active physician outreach program built on the foundation that utilizes the crucial practice information on your EMR.
This way, you can gain the competitive advantage you need, establish reasonable benchmarks & goals, implement structure, track growth, and report ROI.
This post has been sponsored by Kelley Knott
Kelley Knott- Medical Marketing Expert, Physician Liaison Consultant & Online Trainer- CEO, Intrepy Healthcare Marketing. Kelley
I teach physician liaisons, physicians, medical practices and hospital systems the profitable action steps for building a highly engaged physician relations marketing program, with online training courses, 1 on 1 consulting and training, and proven and tested strategies to build physician referral relationships with ease.
