http://www.endeavormgmt.com
January 11, 2015 endeavorIT

Physician Experience


Physician Experience

Embrace Community Physicians as Partners in Care

Referring physician experience management is essential to growing clinical volumes. Physicians represent a significant revenue source. Physicians admit patients to your hospitals, refer to your specialists and represent at least 50% of referrals to academic medical centers. Furthermore, referring physicians have choices – as large regional and nationally recognized brands influence your market, it is imperative that you differentiate not only on clinical excellence, but service excellence as well.


The Key to Referral Volume Growth

Physicians are key influencers in the outpatient and inpatient treatment of their patients. Treat them as partners and your volumes will increase. We believe this is possible through the proper definition and delivery of an exceptional physician experience. Your goal is to create such an outstanding experience so that physicians will go out of their way to recommend you to their patients. This is possible through our approach which increases recommendation scores and community physician alignment. We blend market insights and industry expertise to help your teams envision and deliver a world-class physician experience.

Referral Growth Requires Standing Out

Although today’s patients have many resources available to help them in healthcare decision making, referring physicians continue to be the most influential factor in where they seek care. Driving referral growth requires an exceptional referring physician experience. That’s why we’ve provided these free physician experience resources.

In today’s ever-changing and cluttered healthcare landscape, it’s not enough to assume that brand reputation or clinical offerings will persuade physicians to advocate for you.

So how do you develop loyalty among your referring physicians? How can you differentiate yourself among the competition and deliver upon promises consistently?

That’s where we come in.

It’s Not Enough to Rely on Assumptions

We’re known for our ability to get to the heart of what matters most to your referring physicians. Whether related to operations, communications, or patient care, the needs that we discover provide a compelling foundation for change and action planning.

Our Experience Mapping framework reviews the total experience, including ways to build loyalty outside of a referral. We uncover functional needs, emotional needs, touchpoints, and experience stewards for a holistic view of how to improve experiences and grow advocacy.

Experience Mapping
We use customized experience maps to develop insights and create a foundation for action. Using your data or ours, qualitative or quantitative data, this serves as a framework to align efforts around physician needs to build empathy.

As a discovery technique, our experience map provides a visual cue to help physicians and staff recall specific episodes in their relationship.

The experience map organizes the various touchpoints or interactions with your organization.

Ultimately, the organization of insights in this structure helps your teams develop insights beyond process – the functional and emotional needs of patient-families as expressed at each step of their journey.

Physician experience mapping reviews the holistic experience beyond the referral. This includes interactions like liaison visits, CME, consultations, second opinions, and other activities outside of the actual treatment of their patients.

      • Brings attention to the entire relationship, not just the process of referring
      • Leverages industry experience and insights for physician relationship management
      • Provides an in-depth assessment of physician functional and emotional needs
      • Ensures a shared level of empathy
      • Imparts key tools to translate such into action
      • Recognizes the unique relationships between referring physicians, faculty, staff, patients, and families
      • Provides comparisons to industry leaders at various levels of maturity
      • Uncovers attitudes and expectations to develop a common understanding of the current situation and form consensus around which opportunities to pursue
      • Enables real-time service recovery and experience monitor through our dashboards

    Healthcare Cultural Transformation

    Your culture is an expression of your brand. It is deeply intertwined with the customer experience and can can be a source of strength for growth or it can be a constraint on strategic change. The internal and external perceptions of your culture and can put at stake your company’s very ability to be trusted by its customers at the grassroots level.

    This document outlines our capabilities and tools in helping you transform your healthcare culture.

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    Physician360 Demo



    Physicians represent a major influence and source for clinical volume. However, most systems today lack integrated reporting capability to address service, loyalty, and segmentation issues.

    Gelb’s Physician360 dashboard addresses this need by providing a cloud-based tool which integrates disparate data sources into a common, filterable view. Our dashboard also collects responses at critical touchpoints to identify at-risk issues in real-time. Patient360 will also distribute alerts to those empowered to resolve issues, creating loyal customers.



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    Marketing Research

    Gelb’s depth and breadth in healthcare marketing research is extensive. Following are some highlights of our capabilities.

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    Segments and Personas

    We had the privilege of leading this workshop recently along with SG2 and Roswell Park during the Annual PAMN Conference. This presentation outlines the importance and application of segments and templates you can use to accelerate your customer insight development. Personas are used to inform strategic decisions by putting the customer in the room. Learn how this technique can be used for your initiatives related to brand/marketing management, customer experience, and product/service innovation.

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    Webinar: Referral Development



    How can you balance people, process and technology to optimize the structure of your physician relations organization?

    Gain a fresh perspective on how to think beyond traditional physician liaison function and gain insight into how to develop a more strategic and operational approach that can grow your organization’s physician referral base in a continually evolving accountable care environment.

    In this webinar you will learn:

    • What are the right key performance indicators?
    • What are the key competencies required for today’s physician liaison?
    • How do we evaluate the appropriate organization structure for the physician relations program?
    • How can operations support referral development priorities?
    • Why is physician engagement so important?

    You can also access our extensive physician experience management resources here.



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    Webinar: Physician Engagement



    Why is physician engagement strategically important?  How can you design a strategy that is laser-focused on increasing clinical demand? Engage your internal medical staff and employed physicians effectiveness.

    In this webinar, we highlight key data, a framework for focusing your efforts with an aim statement and how to develop a programmatic approach to physician engagement.

    You can also access our extensive physician experience management resources here.



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    Webinar: What Physicians Want in 2017



    Understand what referring physicians want to improve the referring physician experience.

    In this webinar, we share key insights regarding physician attitudes and key tools to use to better understand the functional and emotional needs of your referrers.



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    Eliciting Feedback from Physicians

    Regulatory and competitive threats have caused healthcare organizations to rethink their physician outreach strategies. How do you know whether you’re engaging referring physicians in a way that meets their functional and emotional needs? This presentation highlights several key insights and leading-edge tools to guide your outreach strategy development through Referring Decision Factors Research and Physician Experience Mapping.

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    Physician Engagement

    Why is physician engagement strategically important?  How can you design a strategy that is laser-focused on increasing clinical demand by ensuring your medical staff is aligned? This presentation highlights key data, a framework for focusing your efforts with an aim statement and developing a programmatic approach to physician engagement. You can also access our extensive physician experience management resources here.

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    Message Mapping: Creating a Communications Roadmap

    A message map has the unique advantage of visually representing your key messages in a concise format. Thus, it can be used quickly and is easily understood to create alignment and put effectively into use. It becomes a template for advertising, website copy, and conversations. And message mapping can be used for all types of audiences. Message maps can also be created for specific circumstances, such as communication during a crisis or organizational change. Message maps are effective for these purposes, but are also fundamental for everyday situations, such as answering common questions, setting expectations, or clearly communicating differentiation and managing expectations. In this paper, we review the process of message mapping and tips for implementation.    

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    Creating Enchantment with Referring Physicians

    Presented at the Forum for Healthcare Strategists, this presentation provides insight into how to create enchantment with referring physicians. Featured is a case study of our work with Cleveland Clinic as they sought to build better relationships with referring physicians, ultimately benefiting the patients they refer.

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    Eliciting Feedback from Physicians

    As healthcare organizations strive to gather meaningful feedback from community physicians, the response rates and often the quality of feedback falls below expectations. Today’s physicians are busier than ever, and lack of time is a common reason that many don’t participate in survey research. So how do healthcare leaders and physician relationship managers achieve the best results when asking physicians for their feedback? In this white paper, we review proven tips for encouraging physician participation in survey research. Having conducted in-depth interviews and online research with thousands of referring physicians across the country, Gelb has successfully employed these strategies with healthcare providers to incorporate physician feedback into experience design, strategic planning, and brand management.

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    10 Must Know Techniques for Referring Physician Relationship Management

    Gelb Consulting’s Shannon Frazier introduces 10 Must Know techniques for managing physician relations in today’s digital world.  This presentation includes 4 techniques to help you increase physician engagement, 3 ideas for enhancing strategic planning and 3 tips on demonstrating program effectiveness.

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    Access Strategy for Healthcare

    Capture the results of your marketing and outreach efforts by focusing on access strategy.  We impart best practices from healthcare and other industries to ensure your teams understand what’s possible and a road-map to get there. Once there’s a commitment through action, it’s imperative for healthcare systems to respect and manage such.  This is the basis for our access strategy approach.  Through research, strategy and dashboards, we are able to support your efforts to convert inquirers into patients.  We have adapted best practices from other industries to develop a key set of benchmarks for healthcare.  In addition, we can ensure that your teams can identify “at-risk” relationships through our dashboards.    

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    Physician Outreach Strategy

    Physicians are the lifeblood to grow profitable revenue.  While it’s true that direct to consumer marketing efforts have an impact on your bottom line, the majority of revenue is generated by your connected physicians.  Given such, we’ve created a proven process to ensure that the medical professional audience is embraced and their experience managed. Physician experience management requires a concerted effort to understand functional and emotional needs.  In addition, monitoring that experience with real-time tools and PRM is the bellwether that separates the best practice organizations from others.    

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    From Conception to Birth: Engaging Physicians and Families as Partners

    Texas Children’s Hospital, with support from Gelb Consulting and FKP Architects, sought to define a transformative expansion from pediatrics to women’s health.  This initiative, driven by external market factors to secure newborn care cases, was a visionary shift and required an insightful perspective on an entirely new market.  Gelb Consulting’s strategy consulting and experience management services were used to design an innovative approach to this new market.  As this case study illustrates, this strategy surpassed initial estimates and continues to grow.

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    Building Enduring Relationships with Referring Sub-specialists

    As with most organizations, healthcare providers tend to focus on delivering the best service to their primary customers, for healthcare, this translates to quality care for patients. While certainly be a primary focus, it is also critical for growth that healthcare providers identify and meet the needs of another key customer group – referring physicians. Referring physicians are a principle source for increased patient volume. Among them, there are also sub-specialists, who might serve as both referral source and competitor. In this white paper, we explore Gelb Consulting’s experience management approach to this unique segment of referring physicians.  

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    Building Referring Physician Loyalty with Experience Mapping

    Presented at the Physician Strategies Summit in 2013, this presentation focus on how to use experience mapping to build referring physician loyalty. Featured is a case study of our work with Ohio State University Medical Center as they began and initiative to seek insight on the experience provided to referring physicians.

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    Step by Step Physician Marketing

    A step-by-step guide for healthcare organizations with building a regional, national and global physician experience.  Presented with MD Anderson Cancer Center at NACCDO/PAN.

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    Building Referring Physician Loyalty

    Presented at the NACCDO PAN conference in 2013, this presentation describes our work with Ohio State University Medical Center as they began an initiative to seek insight on the experience provided to referring physicians as well as glean key drivers for referral and satisfaction.

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    Building Physician Loyalty

    Gelb Consulting’s presentation explains the benefit of using Experience Mapping to evaluate the entire physician experience. Based on a case study with Cincinnati Children’s Hospital Medical Center.

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