It is not always easy to keep the communication flow going without a specific reason or follow-up when you are focusing predominately on building the physician relationship. Keep the focus on your physician. Your tactics should vary from sending them an article about a clinical trial study done in their specialty area to offering to register them for an upcoming CME. Remember, you’re seeking to provide value and help them see you as a trusted resource.
Use your hospital’s publications to pass on information with a personalized note. Personalizing information makes people feel more important. The note may be about a service the new physicians will find useful or reinforcing a conversation you had about the changes in the lab.
Be a conduit of information – connecting people, information and the like. Maybe the new doctor tells you his wife is feeling isolated since both children are at school. This is information you hold on to and share with the nurse manager in pediatrics because she is the co-chair of the PTO at that same elementary school. You want to get connection points moving on their own but you are giving them some social adrenaline to move forward faster.
Asking for information should be a standard in your approach. You’re supplying a service, so call the physician or her office staff and conduct a mini-survey to see how things are going. Ask about what’s working and what needs improvement. Something as simple as, “I am following up on our monthly outcome reports. Is the information helpful to you?” can launch a meaningful discussion.
Another area of outreach is simply asking how things are going and if there is anything you can help them with — truly listen to what they have to say. Their answers may be surprising. Don’t try to be a problem-solver all the time Too often, physicians have no place to go with their business concerns and sometimes just being able to talk is invaluable to them.
Cultivate these new relationships with service and attention. The flow of business will move in your direction and you will find that retention issues are solved in an on-going manner versus in a crisis moment. This type of relationship building takes organization and patience. Set up a consistent system to provide attentive service. Soon, it will become a natural part of your business approach, you’ll position yourself well and your physicians will feel the difference.
Tags: communication tactics, connecting, relationship development
I am a new physician liaison and really appreciate your comments. There is much to learn and we are in a hurry to get to our goals. Knowing that slow and steady is what is necessary really helps. Thanks for both articles.
Thanks, Sonja. Good luck to you and your team as you move forward in your physician relations endeavors. And yes, “slow and steady” will lead to solid results with your relationship building.