The 4th Annual Physician Liaison Summit – East

The modern health care marketplace has shifted to a customer service driven “retail” environment. Patients are increasingly becoming more empowered self-advocates who make research driven decisions about their health care. No longer are patients finding a provider based solely on a physician’s referral. They are now looking to friends, family, and the Internet for information on which provider will best meet their needs. Hospitals and health systems needs to recognize this marketplace shift and adjust their marketing efforts in order to maximize referrals and grow business. In this interactive workshop attendees will examine the marketplace shift and discuss how to improve their organizations marketing efforts.

• Examine the current and future trends on how patients find providers
• Discuss the importance of managing online reputation in social media groups and review sites
• Develop strategies for adjusting your marketing efforts to keep up with the shifting marketplace

Sera Snyder was diagnosed with a rare disease at the young age of 26. Confused, scared and new to world of navigating doctors appointments, she desperately needed a referral from her PCP to get the care needed. A referral from that PCP to a specialist was critical in her journey. Learn how that referral led to a powerful and transformational journey though cancer care. In this session we discuss:

• Why your soldiering into doctors office daily really does impact the lives of patients.
• Why believing in who and what your advocating for is so important
• Ultimately, why what you do really matters

Marketers reach out to patients to acquire and retain. Physician liaisons and health sales reach out to providers to educate and engage. What would happen if both of these worlds came together? What would happen if we could combine both levels of outreach into one patient pathway?

• Review case studies on how health care consumerism is closing the gap between patient and providers
• Discuss how to pull together health care marketing and sales messages into a singular form of outreach
• Learn how to plan, sequence, and deliver the right communications to both providers and patients simultaneously
• Determine the proper metrics for success and how to re-use historical data to improve patient and provider relations

It is becomingly increasingly difficult to gain access to referring providers in their offices. As health care becomes infinitely more complex, providers have more responsibilities and less desire for face time with liaisons. This lack of communication makes it hard for liaisons to refer patients to an office that they can’t even get into. In this session, hear how one organization has successfully overcome significant access hurdles.

• Discuss how to become a welcome guest in a referring providers’ office
• Discover how to improve your access tactics based on provider input
• Learn how to gain provider’s trust
• Understand how to take negative referring provider feedback and use it grow service lines and retain business

As liaisons know, gaining access to referring providers is the biggest challenge faced in this role, and it is only going to become increasingly more difficult. Liaisons must adapt and find other avenues to get providers to hear what they have to say. This means building relationships with other key decision makers such as Physician Assistants, Nurse Practitioners, Referral Coordinators, Medical Directors, and others.

• Hear how to effectively approach key decision makers
• Discover innovative relationship building tactics
• Learn how values vary from person to person and how you must focus your efforts individually

For those just starting out in the liaison role, discussing the basics of the role and responsibilities can help you set foot in the right direction; for those well-seasoned in this role, it is always worth revisiting the basics to refresh your tactics and keep yourself in check. In this interactive session, discuss how to organize and execute office visits to deliver the best results.

• Learn how to build the right target list
• Determine how to most effectively organize your day
• Discuss a logical sales approach and how to properly conduct yourself in an office setting
• Develop marketing tactics to target various potential referral sources