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Marketing the Employed PhysicianPracticeArlinda WarrenExecutive Director, Marketing, Communications, and Physician ServicesSiteman Cancer Center at Barnes-Jewish Hospital and Washington UniversitySchool of Medicine
Who We Are• Joint venture with Barnes-Jewish Hospital and Washington University
School of Medicine in St. Louis• National Cancer Institute Comprehensive Cancer Center, one of 41 in
the country• Top 5 largest cancer program in the country with over 9,000 newly
diagnosed cancer patients• Top 10 largest cancer research enterprise in the country with over $200
million in annual cancer research funding• Flagship facility at Washington University Medical Center• Three regional satellite facilities• Developing Siteman Cancer Network affiliate strategy
Our Physicians• 350 full-time Washington University employed physicians• Sub-specialized by tumor type and specialty• Medical oncologists, surgeons, and radiation oncologists• Clinical practice, research and education
Physician Sales Strategy-TheTeam• Three physician outreach coordinators• Hybrid sales model of territory/product specialists• Support clinical volume goals for targeted
programs/physicians
Physician Sales Strategy-The Team(cont’d)
Bue
sse • Territory: Northern
Missouri/Illinois
• Products:BreastGYNHead/NeckNeuro
Eis
bren
ner • Territory: Western
Missouri
• Products: LeukemiaLymphoma BMTGUSarcomaMelanoma
Mue
ller • Territory: Southern
Missouri/Illinois
• Products:Upper GILower GIThoracicRadiation Oncology(Proton)Pediatrics
Each coordinator also has select markets in contiguous states
Physician Sales Strategy-Tools• Referring physician CRM• Database by territory/specialty• Access-central call center• Strategic plan priorities• Annual territory plan• Quarterly focus plan• Weekly activity report• Monthly call center report
Physician Sales Strategy-Tactics• Field visits• Telemedicine strategy-tumor boards, Grand rounds, CME
programs• Second opinion program• Online referral process• New Patient Navigator Program
Physician Marketing Strategy-Tactics
• Fully integrated with sales strategy• Dedicated budget• Dedicated physician marketing coordinator
Physician Marketing Strategy-Tactics (cont’d)• “Sell” sheets for each program• Faculty listing for each program• Clinical trials promotion- web search, electronic publication, pocket guide• Office merchandising• Innovate Oncology- national research publication• Publication app
Physician Marketing Strategy-Tactics (cont’d)• National meetings- ASCO, ASH, ASTRO• Social media and PR• YouTube video plan• Community education programs
Physician Marketing and Sales- AnIntegrated Approach• New faculty onboarding plan• External practice questionnaire• Internal practice questionnaire• Rules of the road• Quarterly program leader meetings• Biweekly sales and marketing meetings