get the most from your physician referral data

Get the Most from Your Physician Referral Data

Gelb, An Endeavor Management Company

2700 Post Oak Blvd. P + 281.759.3600 Suite 1400 F + 281.759.3607 Houston, Texas 77056 www.gelbconsulting.com

Get The Most From Your Physician Referral Data

© 2015 Gelb Consulting. All Rights Reserved.

Overview

In many healthcare systems, more than 50% of patients can be attributed to referring physicians. Based on our experience with the top AMCs and countless interviews with physicians, we have developed a unique approach for capturing and analyzing data to better understand the market, your physician customers, and their referral patterns. We have incorporated this approach into our Physician360 dashboard for Salesforce.com.

The Informational Stew

There is a constant flow of data generated by your healthcare operations. Some data is captured; much is not, and what is captured is often scattered across different media and computer systems for various departments’ uses. Getting clear answers to business questions is often difficult.

How can you make sense of this informational stew? Specifically, how can you track the physicians and their referral patterns so that you can maximize your relationships, create effective business strategies, and generate above average returns for your healthcare system?

You need to understand the full hospital-‐physician relationship, not just the referral relationship. You need to collect sufficient data to leverage industry experience and insights for managing those relationships. You need to discover physicians’ attitudes and expectations to develop a common understanding of the current situation and form consensus around which opportunities to pursue. Lastly, you need to be able to monitor these relationships for real-‐time experience consistency and intervention to recover when there are problems with service.

Dashboard Solutions

What is needed is a consistent data collection strategy, feeding material into a standardized database, from which you can pull useful aggregated information on a continuing basis. Our Physician360 dashboard tools help you better understand your market and identify new opportunities for growth.

Tracking referral pattern behaviors can be complicated. True referral data is often compromised by technical issues like EMR systems overwriting the true referral source, and



human factors such as a call center failing to enter the referring physician. Although many healthcare data providers state that they can provide accurate referral data, datasets are often rely on incomplete claims data, inferred referrals, or proprietary algorithms that may or may not reflect true referral behaviors.

Our Physician360 Dashboard helps you monitor and track the physician experience by service line and market. It helps you answer critical questions:

• Where in the referral process are we losing patients? • How does patient attrition correlate with satisfaction? • Are there any differences in attrition by service line or market? • Is there sufficient access for patients?

This dashboard monitors other key indicators such as relationship status, satisfaction with experience, and advocacy. By monitoring the number of issues revealed in the status of those cases, it is possible to delve deeper and discover systematic issues by viewing the number of cases by service line, by type, and by market.

We believe in monitoring more than just the top physician performers. For true market sensing, you should also monitor the movers, those physicians who are increasing or decreasing revenue.

A quick review at Voice of the Customer data adds another dimension to the story. Knowing where patients are falling out of the referral funnel helps you develop initiatives to retain those referrals you’ve worked so hard to earn.

Targeted Voice of the Customer tools gauge stated referral behavior, customer satisfaction, likelihood to recommend, reputation and competitive differences for you and your top competitors. Data can be aggregated by rendering physician, referring physician practice, medical group, or hospital, and segmented by physician specialty, zip, service, patient diagnosis, age cohort, and three-‐digit zip code —providing true bi-‐directional referral management.

How are you reaching your customers? A well developed system can help you learn more about selecting the correct channel for each customer. It can tell you which channels they prefer and how individual channels differ by service line and market. Knowing which channel your customers prefer helps you design strategies to streamline the referral process by channel.



Our Executive Summary tracks referral volume against your goals, quickly filtering data by service line or market, identifying the procedures where your revenue is increasing or decreasing, and assessing whether that revenue change is due to a change in the number of physicians who refer to you or whether it is due to fewer physicians sending you more and more business.

The Executive Summary provides a snapshot of physician outreach and marketing activities, and how those activities trend with referral volume. Integration of our PRM system with a third-‐party data provider, like SG2 or Crimson Advantage, allows you to view your organizational data within the context of the market.

Our Market Insight Data allows you to view other physicians by location and total claims. You can also view and sort these competitors by percentage of managed care or number of new patients seen. If you need to know more, you may view them by service category and see how you rank against their statistics.



Our Program Data supports program management for physician relations and business development. With it you can quickly see how your outreach and marketing efforts are trending with referral patterns. For example, are ride-‐alongs impacting referral volume by those who you have targeted? Within a few clicks you’ll begin to see a story.

Many physician relations departments (PRD) struggle to demonstrate business value. By tracking customer lifetime value and satisfaction for targeted and non-‐targeted physicians, physician relations departments can demonstrate the value of their efforts by their impact on business measures, as well as measuring the strength of the relationship. PRDs can also use our dashboards to track outreach activities against goals, and filter by service line or by specialist.

Using the dashboard it is possible to analyze further by practice or physician. This helps PRDs quickly identify the top referrers by service line, as well as the big movers. With this information PRDs can turn referral volume patterns into insight, identify the trends that characterize strategic physician relationships, and design strategies to improve referrals and resulting revenues.



Experienced-based Effectiveness

We understand the subtle nuances of managing the delicate relationships of key physician influencers. Our Salesforce.com solution helps organizations develop strategies to attract and acquire new relationships, create tools to better engage physicians, and grow customer lifetime value.

All of our 360 solutions are rooted in measurement and analytics, giving you the power to explore, share and demonstrate the business impact of your efforts. Using them you can:

• Listen Closer – Dashboard tools help you capture the voice of the customer across multiple channels.

• Analyze Faster – Dashboards integrate data into a single platform for fast analysis and accessible customer insights.

• Socialize Insights – Dashboards provide a way to share insights, anticipate trends, and collaborate better.

• Orchestrate Messages & Experience – Dashboards help you improve touch-‐point performance and deliver messages that resonate.

• Humanize the Brand – Dashboards help you engage customers differently to create advocacy and improve service recovery.

• Measure the Impact – Dashboards demonstrate the impact of different marketing efforts by tracking performance and benchmarking progress toward corporate goals.

Our dashboard solutions are grounded in over 50 years of market research experience. We have perfected our market sizing techniques and incorporated those tools into the Physician360 module. This approach is unique. Rather than depend on a single, incomplete data set and inferences, we provide you with the tools to capture, integrate, and analyze data from several data inputs, arming you with the insight to generate your own inferences. By integrating payer data, stated behaviors and referrals into a single database, your analysts can segment and layer data points to see a physician’s referral pattern from multiple perspectives. Some of the market intelligence available with Physicians360 includes:

• Market Size • Billable services by physician, by service • Number of physicians in market by specialty • Share of Wallet • Referral data cross-‐tabulated with billable services by physician (identifies splitters) • Share of services • Referral data cross-‐tabulated with billable services by physician and service • Competitive Intelligence



About Endeavor

Endeavor Management, is an international management consulting firm that collaboratively works with their clients to achieve greater value from their transformational business initiatives. Endeavor serves as a catalyst by providing pragmatic methodologies and industry expertise in Transformational Strategies, Operational Excellence, Organizational Effectiveness, and Transformational Leadership.

Our clients include those responsible for: • Business Strategy • Marketing and Brand Strategy • Operations • Technology Deployment • Strategic Human Capital • Corporate Finance

The firm’s 50 year heritage has produced a substantial portfolio of proven methodologies, deep operational insight and broad industry experience. This experience enables our team to quickly understand the dynamics of client companies and markets. Endeavor’s clients span the globe and are typically leaders in their industry.

Gelb Consulting Group, a wholly-‐owned subsidiary, monitors organizational performance and designs winning marketing strategies. Gelb helps organizations focus their marketing initiatives by fully understanding customer needs through proven strategic frameworks to guide marketing strategies, build trusted brands, deliver exceptional experiences and launch new products. Gelb can help you to develop and implement the right strategies. Using advanced research techniques, Gelb can help you to understand the complexities of your market, to develop your strategic decision frameworks and to determine the best deployment of your resources and technology to monitor your successes.

For over 50 years, Gelb has worked with marketing leaders on:

• Strategic Marketing • Brand Building • Customer Experience Management • Go to Market • Product Innovation • Trademark/Trade Dress Protection

Our websites: www.endeavormgmt.com www.gelbconsulting.com www.gulfresearch.com

get the most from your physician referral data

Healthcare