Marketing Your Joslin Diabetes Center to Primary Care

Marketing Your Joslin Diabetes Center to Primary Care Physicians Allison Mc. Carthy Principal

Overview 1. Referral relationship trends • Marketplace issues • Referring physician expectations 2. Referral growth • Approach • Strategy • Accountabilities 3. Internal integration • Operational systems • Staff involvement 4. Next steps

Relationship Realities Relationships are more volatile Financial and quality issues share center stage Different physicians require different strategies Physicians have high expectations of their peers Referral management practices an assumed learning Physician morale, future shortages are reality Past success is not an assurance of future success

Endocrine Referrals Reality for 2010 and Beyond Different practice models Fewer PCPs Varying perspectives – who manages what Old vs. Young dichotomy More Staff = More management = More “other duties” Clutter Opportunity to target the “right patients” for the practice

Referring Physician Expectations Accessibility • Appointments • Consults – inpatient and outpatient • Expertise Communication • Pre-consult and post consult • During treatment • At treatment completion Recognition of Role • Referral source • Care manager • Expert – overall patient Trust • • Interest in their needs Return the patient Quality treatment Patient satisfaction

Building Referrals What do you need? Is your preference to build: • • Patient-driven referrals Referrals from colleagues Just shift patient type All? Are you prepared to accept new business? Why have you not had more referrals from other physicians in the past? Is care going unmanaged? Why? Who will you need to take the business from? What is the best approach to get that done?

Characteristics of Winners Focused Ability to deliver based on THEIR needs • Approach that recognizes the expectations of the referring physician 1. Talk to me 2. Make it easy to get patients to you for car 3. Value my role Internal support • Administrative staff • Other clinical providers Consistency Sees their referral relationships as integral to the practice Measurable outcomes

Referring Physician Targeting Research Geography Specialty • Current referral sources • Potential referral sources Prioritize prospects Pt. Type • Local and regional • IM, FM, Pedi, OBG, Other • Simple vs. complex Uncover existing referral source Marketing Priorities • Local practice • Leakage out of community • Unmet needs Design approach

Face-to-Face Three must-haves • Necessity • Affordability • Accessibility Provide added value • New insights • Patient management resources Differentiate what you offer Set expectations on referral process Know what you want. . . ask

Other Considerations Recognize where your office staff can and cannot assist Communication practices – calls, letters, faxes – you decide by do something! Hospital inpatient vs. office based patient management • Hospitalists and PCPs • Nursing/midlevel providers Tracking systems • Follow-up really happens • Trend referrals by physician/practice • Review by patient zip code/extrapolate

Communication Standards Ensure patient registration captures • Referring physician name • Address, telephone , fax number, email Prior to outpatient visit, get background on patient • Prevent “you” vs. “PCP” position • Positions PCP as care partner Post consult • Inform on treatment plan – tests, medications, other referrals During treatment – share significant changes Post treatment – send thank you for referral

Date Provider’s Name Address City, State Zip RE: (patient’s name) Findings: Diagnosis: Treatment Plan: Thank you for your referral. Sincerely, Your Name Sample Letter

Sample Referral Slip To: ______________ Date: ___________________is being referred to you for _____ Please keep me informed via Telephone Thank you for seeing this patient. (Referring Provider Name) Thank you for your referral. Sincerely, Your name Fax Email

Involvement of Your Staff Seen as insiders – emulate your desires Administrative staff • • Capture referral source Record pcp even if patient self referred Schedule appropriately Send referral communications Clinical staff • Hospital and practice nursing relationships • Connections with referral coordinators 1. Telephone and face-to-face 2. Handouts/forms Keep good documentation for progress reports Conduct educational or in-service sessions

Don’t Forget Referral Source Staff Copies of brochures, maps, referral pads, schedules, etc… Thank you notes/gifts Holiday acknowledgements Payer participation updates Exceptional responsiveness to requests

Other Areas Worth Mentioning Patient-focused marketing Media activity/PR events Web strategies Hospital referral lines Committees and meetings Managed innovation Competition

Next Steps Clarify referral source expectations – make adjustments • Retention of existing referrals • Development of new business Establish consistent approach to communication Take care of their needs – access, education, availability Take advantage of the Joslin name recognition Review with clinic staff – understand its important Track, trend, and monitor

Red Flags Perception – stealing patients Follow-up is inconsistent Delays in scheduling patients Sending the wrong message • Telling patient PCP diagnosis was wrong • Talking like an expert vs. peer-to-peer • Decisions about care made without referring physician participation • Lack of availability when treatment is unsuccessful Referral sources stop referring

Marketing Achievement Positive Word of Mouth Re-Use Market Share Use Preference Top of Mind Awareness Name Recognition Mind Share

Top Ten Things to Successful Referral Growth 10. Affiliate with Joslin 9. Let referral sources know your practice is open 8. Consider web site section designated for referral sources 7. Share useful articles/ case studies 6. Offer educational sessions – visibility is key 5. Provide easy-to-use referral tools, i. e. pads, forms, etc… 4. Build strong referral communication practices 3. Ensure consistent access to patients and referral sources 2. Develop a culture that embraces referrals 1. Provide great care!

Thanks! Allison Mc. Carthy Principal, Barlow/Mc. Carthy (508) 394 -8098 • amccarthy@barlowmccarthy. com