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What is a Physician Liaison?

Kelley Knott
CEO, Intrepy Healthcare Marketing

Last updated: April 10, 2019

Guide to Physician Liaison & Physician Outreach Programs

A physician liaison serves as a representative for a doctor, medical practice, or hospital. As a representative, they bridge the gap of communication between referring doctors and specialty physicians.

Doctor referrals are the lifeline to medical practice, and a physician liaison’s key role is to grow physician referrals and connect the medical practice with their local healthcare community.

While doctors focus on delivering high-quality patient care and treatments the liaison will visit with referring physicians on behalf of the referred doctor.

During these provider liaison visits, they meet with referring doctors to discuss patient care, referrals, new treatments, and thank them for existing referrals. They speak with the referring medical practice and doctor.

A physician liaison will inform the doctor on any news of the practice and provide referring doctors and their medical staff with a direct form of communication. A highly successful physician liaison will represent all aspects of the medical practice, they will be highly trained, as well as, educated with the practice treatments and specialty physicians.

What is a good physician liaison job description?

  • Increase patient referrals from referring doctors
  • Increase high revenue procedures & surgeries
  • Expands local physician network
  • Manage physician outreach program
  • Introduce provider to local referring physicians
  • Meets with local practices, hospital administrators, physicians, and clinical directors
  • Provides business cards and other patient referral collateral to referring physicians, hospitals, and practices
  • Helps organize and schedule necessary physician meetings
  • Customer service representative for medical practices
  • Director of Marketing
  • Increases overall practice revenue

Insightful Physician Liaison Interview Questions

Take some of the stress out of hiring a physician liaison by know what to ask during the interview process! Vetting the properly candidates is essential. If you are even lost on what characteristics make up a great prospect check out the 20 traits of a successful physician relations manager post for great insights!

Intro Questions

  1. Tell me what makes a good physician liaison, or why do you think you would be a good PL?
  2. Why do you want to work at this practice?
  3. What are you looking to achieve in this position?
  4. What are you looking to achieve in this role?

Experience Questions

  1. Tell me about your experience working with physicians or in the healthcare industry?
  2. How has your education & experience on your resume helped you gain the necessary skills to be a good physician liaison
  3. What was the most rewarding part of your last job?

Skillset Questions

  1. What traits do you feel are most important in a physician liaison?
  2. What do you think is most important to a referring physician when deciding what specialist to refer a patient?
  3. What do you think is the most overlooked skill that makes a physician liaison successful?

“What If” Questions

  1. How would you feel if a practice staff member was rude or mean to you during a visit?
  2. What if a doctor missed or is late to the scheduled meeting time what would you do?
  3. What if a Front desk staff member tells you the doctor is in clinic & cannot see you right now, what would you say?
  4. How would you handle the situation if a doctor or staff member complains or gives you negative feedback?

physician liaison interview questions

What They Need Questions

  1. What are the top factors that would influence you into staying in the job long term?
  2. What about this job appeals to you most and will help grow your career?

Growing a Physician Relations Manager Program

Healthcare marketing is always evolving, but one consistent marketing statistic is the power of local doctor referrals for a specialty physician and medical practice. A recent physician referral survey reported that 54% percent of the patient base for specialty physicians are from other referring doctors.

what is physician liaison job descriptionThis means that over half of the patients for a specialty medical practice are from referring physicians. A physician liaison’s primary objective is to develop the physician outreach marketing program or physician relations marketing program for the specialty physician.

A physicians relations marketing program will increase practice revenue and patient growth.

With referring doctors contributing in no small portion of your patient base, they are the most critical business relationship to the specialty medical practice.

To successfully grow doctor referrals for a specialty physician you must have a specific approach to the marketing, and that is appointing a physician liaison. A physician liaison works with referring doctors, medical practice staff, and hospitals to develop a strategic referral relationship.

Physician liaisons are trained to have a vast knowledge of the practice and services including the more profitable services. The physician liaison training process ensures that your physician liaison is fully educated on how to effectively communicate with referring physicians to convert patient referrals and increase high revenue procedures.

In order to have a successful and professional physician liaison marketing program, the physician liaison training is a must.

They ensure that all medical referring sources have the information they need to expedite patient referrals and that the specialty physician is represented as the highest quality professional for the patient. An efficient physician liaison will provide considerable value to the practice by accumulating new doctor referrals and substantially increasing the medical practice revenue.

Physician Liason Strategies to Connect With the Local Community

It is essential for any doctor to stay associated with their local healthcare community. A physician liaison will be in charge of communicating with hospital professionals and local medical practices.

Staying involved in upcoming healthcare events and attending physician events is a great way to connect and obtain quality time with referring doctors. A physician liaison will build their healthcare network by connecting with other medical professionals including hospital liaisons and directors.

A vast healthcare network will help support the physician liaison as they market to new medical practices and connect with hospital professionals. Local hospitals are the hub of the neighborhood healthcare and center for most local medical professionals.

A physician liaison will expand the reach of the practice and help introduce the practice physicians to the fellow community effectively. Part of a Physician liaison strategy is how to get the best use of the physician’s time actively marketing to local doctors to produce results.

Having a physician liaison manage the introductions and allow time for a provider to meet with local physicians helps boost the patient referrals significantly.

Working with local hospitals will help the specialty physicians become recognized in the community for their excellence in high-quality patient care and treatments.

Physician Liaison Requirements & Responsibilities

Physician liaison is the manager of physician relations they will coordinate the schedules of referring doctors to specialty physicians.

A physician liaison requirement is to actively seek new relationships and strengthen existing physician referral relationships. This may involve appointment and meeting scheduling between providers.

Physicians are committed to serving their patients with the best medical care helping treat illness and improving quality of life, this means their primary objective when referring a patient is to find the greatest physician to provide superior medical care.

A physician liaison will help deliver this message to local referring physicians by arranging a time for them to meet with the specialty doctor to discuss their approach to medicine and patient care.

Arranging a meeting for doctors to meet to talk about certain medical cases and patients will help them build a stronger referral relationship. In these meetings between referring doctors and specialty physicians, they speak in depth about the best medical approach.

Nurturing face-to-face meetings with local referring physicians allows the specialty doctor to better communicate and relate to their healthcare network.

Physician Outreach Representative for Medical Practices

A physician liaison will also serve as “customer service” for referring physicians. During routine referral marketing visits, the physician liaison will meet not only with doctors but other staff members in the medical practice. Physician liaisons are not just there to discuss the treatments and services of the specialty physician but get feedback from referring medical practices.

This feedback is crucial to the performance of the program both for improving physician referral relationships and improving the patient care experience.

Relaying the feedback from referring doctors and clinicians is vital to the physician liaison position. Addressing the feedback quickly and efficiently will provide considerable value to the referring medical practice to ensure their needs get met and they are happy with the services the medical practice provided them.

Sometimes patient referrals are dropped or slowed down due to simple mistakes like wrong fax number or referral pads. The physician liaison will not only address these small concerns of the referring doctors but also supply them with materials they need to refer to the specialty physician.

The Idea is to provide a professional and exceptional service of quality of care but also streamline the communication and referral process between physicians. This “service” of physician liaison marketing is the competitive edge needed to drive better patient referrals.

Physician Liaison Marketing Plan

Considering doctor referrals compose over half the patient base of a specialty physician’s practice the primary marketing focus will be referral marketing. As physician liaison, they will have the marketing analytics and insight for the medical practice as well as some field knowledge.

This knowledge will help doctors see ways to improve or specific high revenue procedures that have room for growth. Part of the physician liaison strategy is to have reporting, and extensive knowledge of the practice will benefit the specialty physician.

A physician liaison marketing evaluation gives the doctor a breakdown of the practice profits, loss, and what needs to be done. Physician liaisons can help physicians target the strong and weak points of the marketing and provide valuable insight to help with ROI.

The physician liaison can help identify if an outside healthcare marketing professional is needed to assist with onboarding big marketing projects and which marketing specialist is best.

A physician liaison is a highly trained representative of a physicians practice responsible with growing local doctor referrals and physician relations. Physician liaisons help private practice physicians connect with referring doctors and expand their local healthcare network. In developing local healthcare connections, physician liaisons provide direct communication and make beneficial introductions for the doctors.

A physician liaison adds excellent value to the medical practice and the healthcare marketing program. A physician liaison’s sole dedication is helping expand the specialty physician’s healthcare network, increase patient referrals, and improve the overall revenue of the practice.

Physician Liaison Training Program

With the entire physician liaison requirements mentioned above, it’s essential that your medical practice or hospital system employs the ideal individual to ensure the success of the physician liaison marketing.

Physician liaison training is essential to the performance of the physician liaison marketing.

A fully trained physician liaison has completed the necessary steps, knows how to market to physicians to convert patients confidently, and is qualified to implement and execute the physician liaison marketing.

Physician liaison training is the critical factor to successful physician liaison marketing.

Physician liaison training will guarantee you have a professional physician relations liaison and effects the performance of the marketing program.

Could You Benefit From Physician Liaison Marketing?

If you are a hospital, medical practice, or a physician looking to expand your healthcare network, increase physician referrals, increase high revenue procedures, and grow practice revenue then a physician liaison program is a good fit for you!

Tips That Physician Relations Marketing is Right For You:
  • Looking to introduce a new or existing physician to the local physician community
  • You want to increase high revenue services or surgeries
  • Looking to drive patient referrals
  • Wanting to expand your physician referral network
  • Need an individual to provide practice and physician information to local referring doctors
  • Have multiple practice locations
  • Ready to Increase practice revenue

Take Our Physician Liaison Survey to see if a program is right for you!

Conclusion

If you are looking to revamp or launch your own physician liaison referral marketing program or become a physician liaison fill out a form or give us a call. We offer training, webinars, masterclasses and more to help you create or become a highly successful physician liaison to skyrocket practice referrals and revenue!

physician liaison marketing ebook intrepy