When it comes to developing a strong bottom line, most hospitals begin with the same fundamental strategy – build a solid relationship with the physician. But after that global approach, organizations take a variety of paths to solidify those essential relationships. The best intentions are obvious – enhanced efforts recruiting new physicians, formal physician relation programs, joint ventures, new medical office buildings, etc.
It has also become increasing clear that there are no new frontiers. Market share gain and boosting volumes are more about finesse and patience than ever before. Augmenting strategic efforts and limited resources with the right tools is imperative. In this market where the patient experience well delivered can be a game changer, it is just as important to make sure the physician experience is being monitored, evaluated and improved.
Customer Relationship Management (CRM) is an overall strategy that integrates outward facing initiatives and seeks to create a system where the individual is provided consistent service tailored to their needs. In a hospital setting this can involve billing, call centers, marketing departments, referral development, ancillary services, specific service lines and more. It is important to begin with an overall strategy and to map out the components just like with any program. What this post is focusing on is one part of that overall strategy – tracking the activities and outreach in your physician relations efforts.
I will save “tool specific” information for another post and will focus on the general steps necessary to establish and build a tracking system. There are three main steps:
1) develop the plan
2) develop the internal team
3) determine the priorities
In my next post, developing the plan will be the subject.
Tags: CRM for physician outreach, physician relations tracking tool, physician tracking
