Creating a Culture of Connection with Physicians

Creating a Culture of Connection with Physicians - Physician Relationship Management

Marketware recently had an opportunity to welcome to the Healthcare Marketing & Physician Strategies Summit to Salt Lake City. As a result, increasing connection within the healthcare system has been on the top of our minds lately. According to HFMA, “Organizations with greater human connection experience 5 benefits that add up to a powerful source of competitive advantage.”


5 Benefits Resulting from Building Connections

1. Superior cognitive employee performance

2. Higher employee engagement

3. Tighter employee alignment with organizational goals

4. Better communication that helps improve decision-making

5. Greater employee participation in efforts to innovate


Within the physician liaison role, the most impactful connections to be made are those with physicians. As mentioned previously on the Marketware blog, career satisfaction among physicians is at a low 60%. The stress that healthcare workers endure on a daily basis undeniably takes a toll. Physician liaisons should be working to create better programs that accurately reflect the wants and needs of their physicians. How can a physician liaison create a better physician relationship management system to increase overall satisfaction and build relationships?


Make Connection a Priority

Building connections with physicians should be a priority for physician liaisons as much as it is a priority for physicians to build connections with their patients. Liaisons should be personable and engaging, knowledgeable, aware of issues and innovative, and data savvy. To create genuine connections, a liaison’s goal should not be to make a sale but to create a work environment that empowers and respects physicians. This environment should involve efficiency, data backed and strategic actions, credibility, education, intent, as well as listening and sharing.


Implement a Detailed Field Strategy Script

According to a poll completed by Marketware, being relevant and getting past gatekeepers are two of the main challenges organizations face. A physician liaison should aim to have great visits with everyone they meet in offices, service lines, and within leadership. Physicians may choose if a liaison gets to see them, however, the physician liaison gets to choose the value they add in each meeting. A detailed script will add structure to physician visits and should include: an introduction, reason(s) for meeting, and future expectations. By creating efficiency, liaisons open the door to educate and allow physicians to continue to do meaningful work.


Encourage Open Communication

Listening to needs and enhancing communication is the #1 topic that doctors find helpful in their contact with physician liaisons. A physician liaison’s main goal should be to build relationships with intent that keep the thread alive. In an organization that promotes a culture of connection, key players seek the ideas of others as well as share their ideas honestly whilst guarding relational connections. Allow physicians to be involved in decisions revolving around their career to increase physician personal involvement and interest in the organization. Innovating a physician relationship program that listens to the wants and needs of physicians will allow physician liaison connections to grow and increase physician loyalty.


How helpful do doctors find the topics physician liaisons discuss with them?


Remember the Details with a Physician Relationship Management System

A physician relationship management system takes some of the weight of relational building off of physician liaisons. A tool designed to maximize physician relations allows liaisons to foster relationships with physicians, executives, recruiters, managers, onboarding teams, and practice administrators. Through tracked field strategy efforts and physician referrals, monitored issue management, and seamless integration of data, physician liaisons are able to efficiently build connections, create more impactful conversations, and increase synergy within their organization’s teams.


Closing Thoughts

In a hospital organization that has a positive culture of connection, healthcare workers understand the needs of people, appreciate contributions, and help others achieve their full potential. These workers—most importantly, value other people and treat them as other human beings to build relationships rather than a person to help them reach numbers. In a physician liaison role, you have to earn the right to relationships. Do so by creating meaningful connections that involve strategic actions, listening, and efficient communication.