beyond physician satisfaction: using marketing research to drive physician outreach strategies

Beyond Physician Satisfaction: Using Marketing Research to Drive

Physician Outreach Strategies

Presented by:Julie Pokela, Ph.D.

Market Street Research and

Cori Grant, M.S., MBAMethodist Le Bonheur Healthcare

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Workshop Objectives

To understand: How to use marketing research to understand

why physicians send patients to specific hospitals.

The key drivers for physician referrals. How to translate research results into strategies

that meet the needs of physicians and their patients, and increase referrals.

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Importance of Physician Outreach Strategies

Physicians are key gate-keepers for specialists and hospitals.

Self-directed consumers are in the minority. Even self-directed consumers seek advice from

their physicians in selecting specialists and hospitals.

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CASE STUDY:LE BONHEUR CHILDREN’S

MEDICAL CENTER

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Background on Le Bonheur

Based in Memphis, Tennessee Leader in pediatric clinical care and research Teaching facility for the University of Tennessee

Health Science Center 225 beds and 45 medical sub-specialties Treated nearly 130,000 children in 2008 Largest pediatric brain tumor program in the U.S. One of the most advanced pediatric epilepsy centers

in the country The only pediatric cardiovascular program in the

region

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Marketing Research

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Context for Research

In 2006, Le Bonheur unveiled plans for $451 million in new construction and renovation

With this expansion, Le Bonheur needed to strengthen its position in the regional market

Because of the key role physicians play in directing referrals, Le Bonheur wanted to understand how it was perceived by referring physicians.

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Research Methodology

Phase 1: Qualitative exploration of major factors driving

pediatric referrals in region In-depth telephone interviews with 10 referring

physicians Phase 2:

Quantitative analysis of referring physicians’ behaviors and attitudes

Telephone interviews with 50 referring physicians Error rate ±8.1 to 13.4 percentage points

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Key Drivers for Physician Referrals

Physicians strongly prefer to refer pediatric patients to a children’s hospital rather than a pediatric department in a larger hospital.

Children's hospital 70.0%

Pediatric dept

22.0%

No preference

8.0%

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Key Drivers for Physician Referrals (cont.)

Relationships with specialists: “They could try to get to know the primary care

doctors better—make an effort to meet people and make it easier to make an appointment with them.”

Communication with specialists: “Communication is poor—they don’t return phone

calls.” Ease of making referrals:

“Make it easier to refer—make sure we get follow-up on referrals . . . and numbers we can call directly to get an appointment and to see them in a timely manner.”

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Key Drivers for Physician Referrals (cont.)

Availability of appointments: “There is a long waiting period of less

complicated cases—the wait is too long.” Speed of receiving discharge summaries:

“I never receive feedback from physicians regarding patients. Also, when I finally receive feedback, it is too late.”

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Use of Hospitalists

Referring physicians prefer to refer pediatric patients to hospitals with hospitalists.

With hospitalist

54.0%

Without hospitalist

22.0%No preference

24.0%

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Use of Physician Liaisons

Referring physicians who met with a physician liaison are highly satisfied with their experience.

Somewhat satisfied 16.0%

Very satisfied 84.0%

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Le Bonheur’s Strengths

Advanced technology and equipment. Reputation and qualifications of its specialists. Reputation for treating complex pediatric medical

problems. Reputation for providing sensitive, child-friendly

care.

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Le Bonheur’s Weaknesses

Communication from specialists. Inconvenient location for patients and their families. Ability to get appointments in a timely manner.

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Use of Research FindingsTo Drive Referrals

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Goals Deriving From Research

Expand geographic presence. Facilitate more timely appointments. Improve communications with physicians. Develop hospitalist program.

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Expand Geographic Presence

Opened Le Bonheur Community Outreach clinic in Tupelo, MS.

First use of Le Bonheur brand in a off-campus site. Families can get consults from a variety of sub-

specialists. Provides increased convenience for area families. Invasive procedures are done at Le Bonheur

Children’s Medical Center.

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Facilitate More Timely Appointments

Developed new transfer center for children who need hospitalization. Physicians used to call physician services to

admit the child and the transfer center to arrange transport.

Physicians can now call one number to arrange for admission and transport of children who need hospitalization.

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Facilitate More Timely Appointments (cont.)

Developed PACES program (Patient’s Access to Excellent Care and Service) to improve access to sub-specialists. Le Bonheur took ownership of process for making

appointments with sub-specialists. A referring physician faxes a form indicating the

patient’s problem and insurance information. Le Bonheur will get back to the referring physician

within 24 hours with an appointment. The program started in 2007 with 5 physicians

booking about 65 appointments a month. Currently, 38 to 40 physicians use PACES each

month to book 250 to 300 appointments

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Facilitate More Timely Appointments (cont.)

Expanded access to Physician Services. Physician Services were offered during standard

business hours. Referring physicians can now contact the

Transfer Center after 5 PM, and on weekends and holidays to receive immediate assistance.

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Facilitate More Timely Appointments (cont.)

Developed partnership with independent practices to recruit new physicians. The biggest barrier to timely appointments is lack

of capacity. Le Bonheur now partners with independent

practices to offer expertise in: Developing profiles for new physicians. Working with recruitment firms. Interviewing potential candidates.

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Improve Communications with Physicians

Developed systems to ensure timely follow-up and discharge information. Improved systems for identifying referring

physiciansNow identify referring physician on EMRProportion of records missing referring

physician identification went from 16.2% in 4/2009, when the program was started, to 7.2% two months later.

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Improve Communications with Physicians (cont.)

Developed systems to ensure timely follow-up and discharge information (cont.). Discharge information can now be auto-faxed to

the referring physician. More physicians can now access patient records

at Le Bonheur online.

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Improve Communications with Physicians (cont.)

Developed new systems to strengthen relationships with referring physicians. Physician liaison takes new sub-specialists to

meet with referring physicians. Developed new monthly publication for referring

physicians. Was quarterly Now more topical

Information about new sub-specialists Information about educational programs

Send quarterly postcards from new sub-specialists

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Developed Hospitalist Program

Referring physicians in the immediate area of the hospital preferred hospitals with hospitalist programs.

Le Bonheur currently has hospitalist coverage 10 to 12 hours per day, and will be expanding to 24 hour coverage.

Referring physicians have responded very positively.

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Summary

Le Bonheur was increasing its capacity and needed to understand how it was perceived by referring physicians.

A survey of referring physicians showed that Le Bonheur has a strong image among referring physicians, but needed to increase its geographic access, access to appointments, and communication with referring physicians.

Le Bonheur was able to implement concrete strategies to address referring physicians’ major concerns.