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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
[email protected] Administra7ve Director, Marke7ng & Community Engagement Bon Secours St. Francis Health System Greenville, SC
www.bshsi.org
Founder & President The Doctors Bag Greenville, SC www.thedoctorsbag.com
Somer Lorenz
