You probably recognize the tremendous value a physician relationship management (PRM) tool can add to your team’s outreach activities. But if your liaisons aren’t using it, or using all of its capabilities, then you’re: 1. most likely frustrated and 2. wasting the investment you made in the PRM in the first place. Not to worry… I’ve created a top 10 must-haves list for PRM adoption based on my years of helping our clients get their teams to use (and love!) their physician relationship management system.
Top 10 Must-Haves for PRM Adoption
1. Mobile Access
Considering how much time’s spent driving from practice to practice, and how they’re always competing for facetime with physicians, your liaisons must be able to maximize their time in front of providers. Mobile PRM access helps accomplish this goal by making it quick and easy to document their activities from the field.
A PRM with activity tracking enables you to adjust the types of activities liaisons must complete in the field in order to meet their goals. It also ensures that the most effective activities are happening at the right frequency.
3. Issues Identification
One of the most common encounters in the field involves resolving an issue to increase provider satisfaction with your facility. Thus, a PRM should have: a designated space to log these issues, the capability to alert the persons/departments responsible for addressing them and tracking to show the issues are closed in a timely manner.
4. Campaign Planning
An organized and documented campaign to increase volume/revenue for a service line or introduce a new physician/procedure will ensure that everyone knows what their role is and eliminate duplicated efforts.
5. Profile Management
Not only is it crucial to have accurate practice information (such as locations, phone numbers and NPIs), a complete physician profile can help to personalize interactions with providers. Whether it’s communicating with them in their preferred manner (text, email, etc.), being able to acknowledge birthdays or bonding with them over hobbies, the more information you can keep on file, the more success you’ll have.
Determining which groups or medical centers providers are affiliated with will give insight into their referral patterns vs just their standalone volumes.
A liaison’s job, ultimately, is to be a reporter from the field. Their goal is not only to disseminate, but to gather as much information as possible, so that you and other key stakeholders can make sound business decisions. This requires the regular reporting of their
outreach activities and field intel.
Increasingly, demonstrating ROI has become more important to justify the physician liaison role. The more you’re able to show that their activities are impacting revenue for your system, the more value you’ll add to your employer.
9. Internal Data Integration
Your internal information gives you inarguable data–i.e. the number of procedures, exams, admissions, etc. that you know for certain took place in your facility. This data can be used as a benchmark to accurately measure increases or decreases in revenue, and as a point of truth when liaisons visit providers. Numbers don’t lie!
10. External Data Integration
External data gives you all of the information that’s outside the narrow scope of what your internal data provides. Getting 100 referrals from Dr. Smith may seem like a great number to you, until you can see that she shares 1,000 patients with a competitor. You may find that there’s an underlying barrier that you couldn’t see with internal data on its own.