Transcript Enhancing referral networks - Australian Society of Ophthalmologists

Modern marketing, building networks
and
ophthalmology
ASO Business Building
Two questions
• Why is connectedness
important for business
building?
• How does Oculo aim to
build human connection
to enhance eye care?
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Networks matter for business building
• Recruitment
• Information gathering
• Identify threats and opportunities
• Understand your customers
• Relationship building
• Assemble and nurture advocates, lead
generation and referrals
• 65% of new business comes from
referrals
• Of the 10% of companies with
sustainable, profitable growth, they
have twice the levels customer
advocacy as competitors
Source: S Magids, A Zorfas, D Leemon. The New Science of Customer Emotions. Harvard Business Review. Nov 2015.
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What networks matter to ophthalmology practices?
Optometrists
Peers
You
Patients
GPs
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What underpins network building?
Define and manage your brand and value proposition
Advertising, brand
name, logo, websites,
employee uniforms, and
facilities design
Publicity and word-ofmouth communication
(including social media,
blogs and personal
websites
The customer is
ALWAYS right (at least,
will always have more
influence)
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Your
competitive
advantage
Value proposition:
the technical, economic, service, and social
benefits customers receive in exchange for the
price they pay
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What underpins network building?
An example: The Mayo Clinic
95% of Mayo Clinic
patients report they
voluntarily say good
things about the
Clinic to others
Each person
Each person
speaks
to
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speaks
to
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overspeaks
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to
people
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to
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people on
average
All Mayo Clinic decisions are driven from the principle of
patient benefit. In terms of branding, they continually:
(1) Uphold organizational values;
(2) Focus on protecting the brand not just growing it
(quality and consistency, controlled growth);
(3) Ensure customers are marketers/ advocates
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What’s happening in B2B sales and
relationship management?
1. Customers are more sophisticated – in terms of products,
channels of contact (real and virtual) and support
2. Companies, therefore, are needing to manage multiple
simultaneous channels
3. Companies are getting much smarter on how they
harness data about customers to predict behavior, drive
sales, and deepen relationships.
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How does technology enable networks?
• Vastly more collection and use of data to determine
responses and actions
• Microseconds not months
• Many more channels for contact and follow up
Tailored communications to drive connection
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Two questions
• Why is connectedness
important for business
building?
• How does Oculo aim to
build human connection
to enhance eye care?
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Currently professional communication is suboptimal –
both for patient care and for strengthening networks
“The best interest of the patient is the only
interest to be considered, and in order that
the sick may have the benefit of advancing
knowledge, union of forces is necessary….
It has become necessary to develop
medicine as a cooperative science.”
- William H Mayo (1910)
Source: Matt Golding. The Age. April 22 2015
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Therefore, we created Oculo
Oculo™ System
•A secure messaging platform for
referrals and other clinical
correspondence for eye care
•An online record of patients’ ocular
histories, examination findings and
clinical imagery
•Internet and cloud-based,
so no software to install
•Conforms with Australian State,
Territory and Federal requirements for
privacy and data security
•Promotes collaborative care,
including compliance for optometrists
with the White/ Goldberg Report and
the RANZCO/ OBA Guidelines
Core features for ophthalmologists
• Build your business networks
– Build referral networks through closer,
streamlined communication
– Edit your professional profile for easy
searching by optometrists
• Streamline practice for quality service
– Triage and accept referrals, complete with
clinical imagery
– Configure Oculo to match your workflows
– Timely management of reviews, including
making space for new patients
• Connect eye health care
– “Best practice” technology – including
linkages to patient support groups and low
vision services
– Create a secure online record to facilitate
collaborative care
– Copy in GPs and other specialists (by July)
Practice management features
• Simple and effective way to market your
doctors
– Present your team
– Develop relationships with new referrers
• Smooth your clinical work flow
– Triage incoming referrals on behalf of
ophthalmologists
– Redirect referrals within the practice as
required
– Anticipate clinical pathways during
consultations
– Notify administrative staff for appointments for
patients, as appropriate
• Facilitate ongoing correspondence
– Inbuilt directories for electronic
communication with optometrists; GPs and
other specialists (by July)
– Save on printing and postage - part of a
transition to paperless practice
We are can point to clusters of success
Success #1: The ACT
Initially 8 optometry stores:
•2 Bupa
•3 OPSM
•3 Specsavers
Prompted
thinking on low
vision services –
and working to get
them onboard
nationally
(pro bono)
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Translated into the
recruitment of 16
ophthalmologists
•Added independent
optometrists, additional
corporates, and building
•Now we are re-approaching
the remaining ~4
ophthalmologists
Then,
an ophthal
in Melbourne
called to join – on
advice an optom
student from
Canberra!!!
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The Oculo network – and more to come…
•Since April 18th, we have added 380 optometrists and
56 ophthalmologists – now over 150 ophthalmologists and 325 practices
•NZ launch – in June
•Enhanced clinical flows for collaborative care – post-cataract review,
glaucoma tracking
•Teleophthalmology – in trial in Western Australia with Lions Outback Vision
•Hospital eye services – tremendous potential for clinical governance and
operational efficiency: streamlining referrals, outpatient waiting lists, emergency
reviews and patient discharges from clinics
•Low vision services and patient support groups – pro bono access across
Australia to promote timely patient access
•Other patient identification opportunities – e.g. recruitment for clinical trials,
detection for private health insurers’ health promotion services
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Conclusions
•Networks matter – for you,
your referral base and your patients
•Brand connection and human
connectedness are crucial
success factors
•Quality counts
•Regular, personalised
communication is key
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For more information, please contact [email protected]
or sign up at
http://www.connect.oculo.com.au/ophthalmology-sign-up/
Background
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Further reading and references
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