There are as many definitions for PRM as there are PRM Consultants.  Many experts claim it’s a business philosophy—for example, enhancing physician relationships should be the primary objective of the enterprise, while others claim its technology. 

The reality is…PRM is both a way of doing business, which focuses on physician satisfaction and relationship building, and its the technology that enables an organization to be more effective at creating and managing those relationships.

OK, now that we have a handle on the definition for PRM, what's the big deal?

Most facilities will agree that enhancing relationships with new or existing physicians translates into increased referrals and greater retention.  And, it goes without saying that referrals will grow in direct proportion to the number of relationships your existing people can effectively manage.  So, if you want to be assured of achieving increased success, you should seriously consider implementing a Physician Relationship Management System. 

The experts will also tell you that implementing a Successful PRM System requires more than the purchasing software and other technology.  It requires you to sit down and consider what you are currently doing, and how those processes can be improved. 

For example, how effective are your current methods for managing issues and problems with your Doctors?  Are they being followed up consistently and being resolved effectively?  Is the physician getting frustrated waiting for a response from you, etc.?  Are your people following up on the new opportunities you provide them, or are your leads going to waste?  Do you know how effective your marketing and advertising campaigns are?

All of the above concerns should be addressed, and you should also consider what technology can bridge the gap between where you are now and where you would like to be.  PRM technology can automatically distribute information to inside/outside people.  Marketing efforts can be tracked and current methods analyzed to determine which programs are working and which are not.  Automated call reports can be generated so that you can see how well your people are effectively following up on those opportunites, and how well they are able to manage the resolution of issues and problems.

MarketWare is a Physician Relationship Management Technology that allows you to tailor the technology to your processes without having to modify what works for you.  Take a look at the following demonstration of MarketWare's Issue Management capabilities, and see for yourself just how you can increase control over your relationship process!

Bob Bartel, CPA MBA MCP
Consultant, MarketWare