Transcript Allison McCarthy - Joslin Diabetes Center

Marketing Your
Joslin Diabetes Center
to Primary Care Physicians
Allison McCarthy
Principal
Overview
1. Referral relationship trends
• Marketplace issues
• Referring physician expectations
2. Referral growth
• Approach
• Strategy
• Accountabilities
3. Internal integration
• Operational systems
• Staff involvement
4. Next steps
Relationship
Realities
Relationships are more volatile
Financial and quality issues share
center stage
Different physicians require
different strategies
Physicians have high expectations
of their peers
Referral management practices
an assumed learning
Physician morale, future
shortages are reality
Past success is not an assurance
of future success
Endocrine Referrals
Reality for 2010 and Beyond
Different practice models
Fewer PCPs
Varying perspectives – who manages what
Old vs. Young dichotomy
More Staff = More management = More
“other duties”
Clutter
Opportunity to target the “right patients”
for the practice
Referring Physician Expectations
Accessibility
• Appointments
• Consults – inpatient
and outpatient
• Expertise
Communication
• Pre-consult and
post consult
• During treatment
• At treatment completion
Recognition of Role
• Referral source
• Care manager
• Expert – overall patient
Trust
•
•
•
•
Interest in their needs
Return the patient
Quality treatment
Patient satisfaction
Building Referrals
What do you need?
Is your preference to build:
•
•
•
•
Patient-driven referrals
Referrals from colleagues
Just shift patient type
All?
Are you prepared to accept new business?
Why have you not had more referrals from other physicians
in the past?
Is care going unmanaged? Why?
Who will you need to take the business from?
What is the best approach to get that done?
Characteristics of Winners
Focused
Ability to deliver based on THEIR needs
• Approach that recognizes the expectations of the referring physician
1. Talk to me
2. Make it easy to get patients to you for car
3. Value my role
Internal support
• Administrative staff
• Other clinical providers
Consistency
Sees their referral relationships as integral to the practice
Measurable outcomes
Referring Physician Targeting
Research
Geography
Specialty
• Current referral sources
• Potential referral sources
Prioritize prospects
Pt. Type
• Local and regional
• IM, FM, Pedi, OBG, Other
• Simple vs. complex
Uncover existing referral source
Marketing Priorities
• Local practice
• Leakage out of community
• Unmet needs
Design approach
Face-to-Face
Three must-haves
• Necessity
• Affordability
• Accessibility
Provide added value
• New insights
• Patient management resources
Differentiate what you offer
Set expectations on referral process
Know what you want . . . ask
Other Considerations
Recognize where your office staff can and cannot assist
Communication practices – calls, letters, faxes – you
decide by do something!
Hospital inpatient vs. office based patient management
• Hospitalists and PCPs
• Nursing/midlevel providers
Tracking systems
• Follow-up really happens
• Trend referrals by physician/practice
• Review by patient zip code/extrapolate
Communication Standards
Ensure patient registration captures
• Referring physician name
• Address, telephone , fax number, email
Prior to outpatient visit, get background on patient
• Prevent “you” vs. “PCP” position
• Positions PCP as care partner
Post consult
• Inform on treatment plan – tests, medications, other referrals
During treatment – share significant changes
Post treatment – send thank you for referral
Date
Provider’s Name
Address
City, State Zip
RE: (patient’s name)
Findings:
Diagnosis:
Treatment Plan:
Thank you for your referral.
Sincerely,
Your Name
Sample Letter
Sample Referral Slip
To: ___________________________ Date: ______________
___________________is being referred to you for _________
Please keep me informed via
 Telephone
 Fax
Thank you for seeing this patient.
(Referring Provider Name)
Thank you for your referral.
Sincerely,
Your name
 Email
Involvement of Your Staff
Seen as insiders – emulate your desires
Administrative staff
•
•
•
•
Capture referral source
Record pcp even if patient self referred
Schedule appropriately
Send referral communications
Clinical staff
• Hospital and practice nursing relationships
• Connections with referral coordinators
1. Telephone and face-to-face
2. Handouts/forms
Keep good documentation for progress reports
Conduct educational or in-service sessions
Don’t Forget Referral Source Staff
Copies of brochures, maps, referral pads,
schedules, etc…
Thank you notes/gifts
Holiday acknowledgements
Payer participation updates
Exceptional responsiveness to requests
Other Areas Worth Mentioning
Patient-focused marketing
Media activity/PR events
Web strategies
Hospital referral lines
Committees and meetings
Managed innovation
Competition
Next Steps
Clarify referral source expectations – make adjustments
• Retention of existing referrals
• Development of new business
Establish consistent approach to communication
Take care of their needs – access, education, availability
Take advantage of the Joslin name recognition
Review with clinic staff – understand its important
Track, trend, and monitor
Red Flags
Perception – stealing patients
Follow-up is inconsistent
Delays in scheduling patients
Sending the wrong message
• Telling patient PCP diagnosis was wrong
• Talking like an expert vs. peer-to-peer
• Decisions about care are made without
referring physician participation
• Lack of availability when treatment is
unsuccessful
Referral sources stop referring
Marketing Achievement
Positive Word of Mouth
Re-Use
Market
Share
Use
Preference
Top of Mind Awareness
Name Recognition
Mind
Share
Top Ten Things to Successful Referral Growth
10. Affiliate with Joslin
9. Let referral sources know
your practice is open
8. Consider web site section
designated for referral
sources
7. Share useful articles/
case studies
6. Offer educational
sessions – visibility is key
5. Provide easy-to-use referral
tools, i.e. pads, forms, etc…
4. Build strong referral
communication practices
3. Ensure consistent access to
patients and referral sources
2. Develop a culture that
embraces referrals
1. Provide great care!
Thanks!
Allison McCarthy
Principal, Barlow/McCarthy
(508) 394-8098 • [email protected]