Tracking and measuring the effectiveness of physician liaison impact across key growth initiatives is one of the most important data points a liaison team and organization can track to increase their return on investment. The five most common ways healthcare organizations should use to measure physician liaison impact and outreach efforts include:
1. New Patient Growth
Looking at total patient visits can be misleading when it comes to driving referral development—especially when supporting surgical specialists as a patient may visit a surgeon multiple times both before and following surgery. An effective physician liaison is most likely to impact new patient referrals specifically. As such, this performance measure is often key to demonstrating impact to related practice managers.
2. Growth from Key Markets
Many liaisons are assigned specific geographic markets with the goal of building relationships that will reinforce or improve an organization’s capture from those markets. This can include opening a satellite to expand patient access. These programs often evaluate their liaisons based on the growth of patients or cases from one or more markets of interest. They can also use shifts in market share as a lagging indicator.
3. Increase in Targeted Cases
Similarly, liaisons are often organized by service line. These liaisons may be target-specific markets but, primarily, they are focused on building relationships to specific specialists or sub-specialists. These programs often evaluate their liaisons based on the growth of specific cases volumes. For example, a cardiology service line liaison may be tasked with meeting with area cardiologists to promote the opening of their hospital’s Structural Heart Clinic. Not all volumes are created equal which is why liaisons are most often tasked with growing high value procedures that will positively impact their organization’s contribution margin.
4. Improvements in Contribution Margin
Contribution margin is the net revenue tied to a procedure once direct costs are subtracted. Contribution margin can be impacted by several things outside of a liaison’s scope of work, including payor mix and operational costs. That said, service line liaisons are often relied on to positively impact these areas by specifically promoting high value procedures, focusing on referral partners with a targeted payor mix profile and by engaging providers in initiatives to drive quality and cost improvements.
5. Increased Commitment
While liaison impact is most often measured to tangible changes in volume or revenue, there are other ways liaisons can serve as strategic resources. For example, liaisons can be instrumental in identifying providers open to employment, recruiting physicians to join a specific ACO as well as those willing to partner with IT to implement a network solution like Epic Link. While these efforts are not always directly linked to an organization’s bottom-line, these examples of physician alignment are critical to an organization’s success and can be measured based on the number of commitments secured with the support of those driving physician relations.
How does your organization measure liaison impact? See how Marketware’s PRM can help you meet your KPIs and demonstrate your return on visit. Schedule a customized demo with one of our solution specialists to get started!