Defining the Responsibilities of the Physician Relations Marketing Program
Building a physician liaison marketing program involves fully understanding the responsibilities of the physician liaison. Organizing the expected responsibilities will help with communication between staff and the elected physician relations director. Defining these responsibilities will also assist the employing physician and physician liaison-recruiting manager to better select the most qualified physician liaison candidate. The physician relations marketing must start with a clear understanding of the role and its required responsibilities. What does the day to day responsibilities look like? Who will the liaison be reporting to? These are questions that need to be answered before hiring the physician relations manager for the medical practice.
Creating a Structured Physicians Relations Marketing Department
The physician liaison marketing department will need structure and resources to guarantee consistency and build a foundation for the marketing department. Establishing the physician relations program by implementing a management and records system will assist in the efforts of maintaining a strong marketing department. The management and records will be kept, monitored, and constantly growing as the physician liaison builds out the marketing and grows relationships. The physician’s relations systems will be tangible marketing resources to report, direct, and grow the physician liaison marketing department. The physician liaison marketing will be a large part of the healthcare marketing for the practice and will need the necessary systems to maintain it.
Identifying the Perfect Physician Relations Manager
With your marketing department set in place with the expected responsibilities and protocols you can begin the search for the physician relations manger. Create dynamic physician liaison interview questions to ensure the candidate not only understands the position but also has the capabilities to drive new physician referrals. The physicians relations interview questions need to address the responsibilities of the marketing position as well as educate the candidate on the purpose of driving doctor referrals. Look for an applicant that has completed the necessary education and has a resume that examples discipline, creativity, and people skills. These qualities are the basic characteristics of a successful physician relations manager. Don’t be afraid to ask hard questions and stress that the physician liaison requirements involve outbound and inbound marketing efforts.
Establishing Measurable Goals and Benchmarks
How can you measure growth and success without any metrics? Evaluate the current status of patient growth and physician referrals. Understanding the current doctor referral cycle will better help you evaluate the physician relations marketing program. Establishing the benchmarks and creating targeted goals for the marketing program will help with measuring the program but also with communication. The physician relations manager must have a clear understanding of the desired areas needed for growth and how that equates in increase of revenue for the medical practice. Perhaps, not all goals involve measuring patients some may be getting in front of a large practice or doctor. These benchmarks and goals all are part of the physician liaison training program. The goals should include reasonable timelines and plans once they are met to take the marketing program to the next level.
Training the Physician Relations Manager
You have developed a healthcare marketing program, defined the physician relations manager responsibilities, established marketing benchmarks and goals, and identified a liaison that meets all the practice criteria. The most important action is the proper training of the physician relations manager. Physician liaison training programs entail outbound and inbound marketing training. Training a liaison will require time and proper management without these the liaison will be limited in their ability to succeed.
The physician liaison training will comprise of:
- Day to Day physician liaison responsibilities
- Doctor office visits
- The proper education and communication between referring doctors and medical staff
- Referral marketing follow up protocols
- Creating healthcare marketing collateral
- Reporting on physician referral growth and other metrics
- Designing an efficient marketing plan
- Tracking the doctor office visits
- Understanding the necessary time devoted to the marketing
The physician liaison training is vital to the success of the marketing program. The training will require an experienced manager and the commitment of the physician to ensure it was completed at the highest level.
Reporting and Tracking the Physician Relations Manager
An organized management system/s will be required to track and report the success of the physician liaison marketing program. An organized system will maintain consistency and help retain the growth of the referral marketing program. A physician relations manager will need a system to keep records of physician visits and patient growth. These reports will assist in generating the medical practice analytics and interpret where the marketing program will focus moving forward. The most important thing to remember when tracking and reporting as a physician relations manager is not to just track where you have been but pulling the revenue growth based on your efforts as liaison. The reporting will be focused on detailed information on patient growth and ROI, or return on investment. The ROI reports are the way the providing physician can evaluate the physician liaison marketing and it’s contribution to the increase of patients and revenue for the medical practice.
The benefits of tracking and reporting of the physician liaison marketing are:
- Track medical practice visits
- Organize contacts
- Evaluate growth and ROI
- Create a marketing navigation map
Intrepy Healthcare Marketing’s physician liaison consulting and training program helps doctors to properly build a successful physician relations marketing campaign. As skilled and experienced healthcare marketing professionals in Atlanta, Intrepy builds the referral marketing department from the ground up. An experienced physician liaison will train the hired candidate in all aspects of the medical marketing program. They will learn the ways to identify physician leads, target territories, understand trends, and learn how to use tracking and reporting to efficiently grow the medical practice. Intrepy Healthcare Marketing will teach the hired physician relations manager on the proper protocol and how to speak to referring doctors and medical staff by developing a script or repertoire. If you are looking to build a physician liaison marketing program for your medical practice, let’s work together! Contact us by calling 678-250-4757 or filling out a form for a FREE consultation.