physician strategies summit

Physician  Referral  Management  

Digital  Communica7ons  P R O G R A M

C R E A T I N G A S U C C E S S F U L E M P L O Y E D

A N D

Somer  Lorenz  Administrative Director, Marketing & Community Engagement

Elizabeth  Yarbrough  Founder & President

The  Se5ng  POPULATION : •  450K in primary market

•  Over 1 million in primary + secondary markets

COMPETITION: •  Large, academic hospital

system with 167 employed physician practice sites

•  Small community hospitals

Bon Secours St. Francis

is the only faith-based

provider in the region.

A growing majori ty of St . Francis

a f f i l iated physic ians are members

of BSMG.

•  More  than  250  providers  

•  1226  employees  –    63  locaDons  

•  330,000+  paDents  each  year  

Bon  Secours  Medical  Group  

Notable Specia l ty Services

•  Joint  Camp    

(Joint  Replacement  Program)  

•  Hip  Fracture  program  

•  Adolescent  Young  Adult  Oncology  Program  

•  AffiliaDon  with  New  York  Presbyterian  heart  specialists  

•  Minimally  Invasive  Surgery  for  GYN  

Bon  Secours  Medical  Group  

Bon  Secours  Medical  Group  

Changing  Environment  

Nationally, the percentage of independent

physicians has dropped from 57% in 2000 to a

projected 36% in 2013.

Independent  Physicians  Number  of  

American Medical News

2000   2013  

%  Independent  Physicians  

Market  Trends  -­‐  Residents  

Nearly one-third of final year residents list hospital

employment as their first choice of practice setting.

Hospitals  

Other  

- Merritt Hawkins

Market  Trends  -­‐  Surgeons  

Surgeons are opting for employment over

private practice, with 68% of general surgeons

and surgical subspecialists reporting they are

employed.

- Archives of Surgery

Employed  Private  Prac7ce  

Market  Trends  –  Est.  2014  

•  Hospitals will employ 75% of physicians.

•  One in three of remaining independents will resort to subscription-based models, such as concierge, direct pay, or online consultations to sustain profits.

- Merritt Hawkins

Employed  Private  Prac7ce  

Market  Trends  –  thru  2016  

Nearly 70% of healthcare leaders

anticipate the number of employed

physicians to grow by more than 5% over

next three years.

- HealthleadersMedia

450,000  

460,000  

470,000  

480,000  

490,000  

500,000  

510,000  

520,000  

530,000  

540,000  

2012   2013   2016  

Est.  #  of  Employed  Physicians  

the  shi\  Why

Why  the  shiN:  Physicians  •  Flat  or declining reimbursement

•  More regulatory and administrative

paperwork

•  Malpractice insurance costs

•  Health IT implementation

•  Health reform

•  PopulaDon  health  management      A vehicle to provide healthcare needed

by the marketplace.

•  Market  share      Through internal expertise and range of

continuum of care.

•  PaDent  referrals      Both patient-centered and economically

rational.

Why  the  shiN:  Hospitals  

•  Fundamental  way  to  increase  ROI  

•  Lifeblood  of  the  organizaDon  

•  Should  be  Managed  &  OpDmized

Impact  

•  70%  of  referrals  go  unscheduled    

•  25%  of  scheduled  appointments  are  missed  

Challenge  

Step  1  First and foremost, Understand  Your  Referral  Sources.  

§  EMS  §  Consumer  Directed  §  Primary  Care  Physician  §  Specialty  Physician  §  OB-­‐GYN  §  Business  Health  Services  

Step  2  Determine the touch points for each Referral  Source  

§  Pa7ents  §  Referring  Providers  §  Referral  Coordinators  §  Receiving  PCP/  Specialty  Physicians  §  Hospital  Staff  or  Managers  

Step  3  Provide Physician Practices with a Physician  Referral  Management  System  (PRMS)  

§  Track  referrals  by  type,  physician  and  condi7on  

§  Allow  users  to  schedule  appointments  §  Allow  users  to  manage  appointments  §  Communicate  with  all  involved  §  Track  and  measure  referrals  

Step  3  (conDnued)  Provide Physician Practices with a Physician  Referral  Management  System  (PRMS)  

§  Online,  real-­‐7me  visit  scheduling  §  Automated  phone/email  appointment  

reminders  §  Pa7ent  informa7on/prep  sheets  at  point  

of  referral  §  Automated,  template-­‐driven  PCP  le]ers  §  Automated  physician  updates  §  Referral  tracking  and  trending  §  Financial  repor7ng  and  projec7ons  

Benefits  of  PRMS  §  Iden7fies  network  leakage  §  Maximizes  service-­‐line  u7liza7on  §  Facilitates  physician  collabora7on  §  Improves  pa7ent  care  quality  &  safety  §  Increases  referral  volume  &  revenues  §  Analyzes  referral  pa]erns  and  trends  

Step  4:  Referral  Genera7on  

§  Requires  Comprehensive  Plan  with  Physician  Prac7ce  Groups  

§  Assess  Outsource  for  Marke7ng  §  Develop  Strategic  Plan  to  be  

implemented  among  targeted  prac7ce  groups  

Step  5:  CommunicaDon  Strategy  

§  Strengthen  &  manage  the  brand  in  the  community,  among  physicians  &  pa7ents  

§  Maintain  website  &  other  content  relevant  to  current  healthcare  informa7on  

§  Establish  physicians  as  specialists/local  experts  in  their  fields  of  medicine  to  advance  their  reputa7ons  

§  Adopt  &  incorporate  leading  edge  technology  

§  A]ract  new  pa7ents  through  referral    &  self  referral  

§  Foster  be]er  communica7on  with  exis7ng  pa7ents  for  reten7on  

enhancing  your  web  image.    

W E A R E I N T H E B U S I N E S S O F

§  Medical Web Development

§  Social Media Specialists

§  Digital Marketing Campaigns

§  Medical Content Writing

§  Search Engine Optimization

§  Healthcare Strategic Planning

§  Specialized Medical Software

§  Web & Traditional Communication Strategies

The  Doctor’s  Bag  

I S T H E N A M E O F T H E

Change  in  Healthcare  

Doctor visits Income

In today’s market, doctor visits

and income are declining.

How do we stop decreasing numbers?

Change  in  Healthcare  

Doctor visits Income

How do we stop decreasing numbers?

§ More  Pa7ents  

Change  in  Healthcare  

Doctor visits Income

How do we get more patients?

§ More  Referrals  

Case  Study  Understand  Your  Referral  Sources.  

§  EMS  §  Consumer  Directed  §  Primary  Care  Physician  Directed  §  Specialty  Physician  §  OB-­‐GYN  §  Business  Health  Services  

Referrals    A R E B U I L T O N

Rela7onships    

A R E B U I L T O N

Communica7on  Rela7onships  

C H A N N E L S H A V E

EXPLODED.    

Communica7on  

Referrals:    Consumer  Directed    

Socialnomics:    T H E D I G I T A L

Word  of  Mouth    

§  More than half of smartphone

owners (45 % of all U.S. adults)

have used their phones to search

for health information in the past

year.

Socialnomics  

Health  dominates  online  search.  

Socialnomics  

Consulted  online  rankings  of  hospitals  and  other  facili7es  

Consulted  online  rankings  of  doctors  and  other  providers  

Found  others  with  similar    health  concerns  

Consulted  online  reviews  of  par7cular  drugs  or  treatments  

Watched  an  online  video  about  health  or  medical  issues   25%  

24%  

18%  

16%  

15%  

Women are the main healthcare

decision makers in families

Socialnomics  

The fastest growing segment using

social media are over age 55.

Socialnomics  

New  Marke7ng    

I T ’ S C R E A T E D A

Landscape    T H A T S P A N S T H E E N T I R E G L O B E .

Your  Voice  Heard    

S O , H O W D O Y O U G E T

A B O V E T H E D I N O F B I L L I O N S O F

P I E C E S O F I N F O C O M I N G I N O V E R

H U N D R E D S O F D I F F E R E N T

C H A N N E L S ?

Integrated  Marke7ng  

Y O U N E E D A N

A N D

Communica7ons  P L A N T H A T U T I L I Z E S

Mul7ple  Plaiorms  

One  

One  prac7ce  group  at  a  7me  

A N A L Y I S a n d E V A L U A T I O N

G O A L – R E N E W E D W E B H E A L T H

r e s u l t i n g i n I N C R E A S E D R E F E R R A L S

OS  

•  Stale  marke7ng  •  Dated  web  presence  •  Out  of  date  content  •  No  calls  to  ac7on  •  Broken  links    

D I A G N O S I S

G O A L – R E N E W E D W E B H E A L T H r e s u l t i n g i n I N C R E A S E D R E F E R R A L S

F O R B S M G

Strategies  &    Recommenda7ons  

IMPROVED  WEBSITE  DESIGN  • Fresh  website  design    • Engaging  content  • Fix  broken  links  

F O R B S M G

Strategies  &    Recommenda7ons  

INCREASE  TOP  OF  MIND  AWARENESS  •  Incorporate  Engaging  Content    • Establish  Physicians  as  Experts  •  Incorporate  SEO  strategy  and  Google  PPC  Campaign  

F O R B S M G

Strategies  &    Recommenda7ons  

INCORPORATE          SOCIAL  MEDIA  • Facebook  • EducaDonal  arDcles  and  healthcare  informaDon  to  current  paDents  

Who  do  we  trust?  •  Peer  recommendaDons:  90%  of  the  7me  

AdverDsements:    14%  of the time    

•  Online  reviews  trusted  as  much  as  personal  recommendaDons:  72% of consumers  

•  PosiDve  online  reviews  make  them  more  likely  to  use  local  businesses:  52% of consumers    

Source: Search Engine Land

Choosing the best Tool for the Job

Socialnomics  

Choosing the best Tool for the Job

Socialnomics  

F O R B S M G

Strategies  &    Recommenda7ons  

GO  RESPONSIVE!  

§  30% increase in mobile internet use from the same quarter 2011-2012

§  125% increase in mobile health information use from over the same quarter 2011-2012

Socialnomics  

F O R B S M G

Strategies  &    Recommenda7ons  

TRACK  CONVERSIONS  

One  

Review  targeted  prac7ce  groups  

A N A L Y I S a n d E V A L U A T I O N

G O A L – R E N E W E D W E B H E A L T H

r e s u l t i n g i n I N C R E A S E D R E F E R R A L S

F O R B S M G • Review  &  Refresh  physician bios.

• Cross  Brand  with BSMG.

• Training  on various social media vehicles.

• LinkedIn  &  Doximity:  Encourage all BSMG physicians to join.    

• Cross  MarkeDng:  Encourage cross marketing among physician groups within BSMG

• UDlize  St.  Francis  TV  channel for practices information and content

• Cross  Linking:    Create a BSMG spotlight page on each website for cross linking among websites

• Highlight  RecogniDons:    Establish a fixed scroll button on each website that lists recognitions received by Bon Secours St. Francis Health System

Addi7onal  Recommenda7ons  

F O R B S M G

ü  Greater  top  of  mind  awareness  of  physician  pracDces  

ü  More  traffic  driven  to  BSMG  and  St.  Francis  Health  System  websites  

ü  Increased  awareness  of  BSMG  

ü  Strengthened  brand  value  

ü  Enhanced  collaboraDon  with  pracDce  groups  

ü  ForDfied  common  mission  among  pracDce  groups  

ü  Strengthened  relaDonships  among    physicians  and  hospitals  

ü  Increased  referrals  across  pracDce  groups  

Projected  Results  

Referrals:    PCP  Directed    

Physician  Referral  Management  

Making physician to physician

communication easy.

Not  only  easy,  it’s  beker.    •  Improved communication -

Enhanced relationships

•  Stronger relationships - Increased referrals

Op#mized  Referral  Rates  

Physician  Referral  Management  

The Power of Linking

somer_lorenz@bshsi.org  Administra7ve  Director,      Marke7ng  &  Community  Engagement  Bon  Secours  St.  Francis  Health  System    Greenville,  SC  

www.bshsi.org  

         elizabeth@thedoctorsbag.com  

Founder  &  President  The  Doctors  Bag  Greenville,  SC  www.thedoctorsbag.com      

Somer  Lorenz