3 Quick Takeaways from SHSMD Connections

SHSMD Connections is known as the premier event for healthcare strategy, and this year’s conference more than delivered. Here are 3 quick takeaways from some of my favorite sessions on provider engagement.


Key SHSMD Connections Takeaways

1. Use “re-boarding” to connect & engage with physicians

In a “Physician CEO Shares the ‘Special’ Sauce to Align & Engage Physician Providers,” Dr. Kevin Lewis (SSM Health Medical Group) and Susan Emerson (Private Heath News) shared several ideas that your marketing and strategy teams can use to onboard and “re-board” providers for maximum achievement:

  • Create a simple mission that employees & providers can remember, repeat & reveal in their work
  • Invest the time & coordination to go beyond orientation to offer a true onboarding program
  • Use “re-boarding” rounds & targeted physician communications to ensure providers feel connected to the head & heart of your mission–as well as the key role they play in your mutual success
  • Email & texts are the only provider engagement channels not managed by gatekeepers; put them to use
  • Content is just as important as the channel; collaborate internally to create valuable content for providers (i.e. WIIFM)


2. Think outside of the practice when building your referral network

In her presentation “Driving Growth by Educating Referring Physicians,” Sarah Latorre, the Sr. Director of Physician Referral Marketing at UMass Memorial Health Care, offered many interesting insights on using a physician referral program to engage providers. “A coordinated liaison program,” she explained, “will not only benefit your organization’s reach, but also improve the provider and patient experience.”

Here are some of Latorre’s key tactics for helping your organization build its referral network:

  • Create a total value proposition to help make your organization a partner of choice
  • Think outside of the practice when it comes to creating opportunities for engagement & networking
  • Work as a team to formulate short- and long-term strategies to target, track & trend the right metrics, in the right direction


3. Leverage healthcare data to measure your impact on strategic priorities

Measurements matter, which is why Susan Boydell (Barlow/McCarthy) and Becky Lathrop (Indiana University Health) spent a lot of time discussing how to assess the effectiveness of an outreach program.

In their session “Transforming Physician Relations: The Why, How & Results,” they recommended you “take routine inventory on what’s working, so you can understand what needs to be tweaked, transitioned and/or transformed.”

Boydell also stressed the importance of using healthcare data analytics to set, elevate and measure your bottom-line impact on strategic priorities. Key data to review includes provider revenue flow and referral relationships, as well as leakage dashboards for both service lines and providers.

As a bonus, Lathrop shared these tips on aligning leadership with your physician liaison team and initiatives:

  • Send monthly field reports to leaders that address provider access, communication, intel, engagements, etc.–suggest they use them for countermeasure reporting across service lines
  • Hold quarterly in-person meetings with regional & system leadership–ensures alignment on strategy & encourages two-way conversations
  • Have physician leaders invite liaisons to attend workshops that address physician leakage–&/or other LEAN-focused events


Add Your Insights

Do you have other insights you would like to include in this blog? Please email me at james.muir@marketware.com or visit Marketware’s LinkedIn page to add to our SHSMD Connections posts.