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Physician Referral Management Digital Communica7ons P R O G R A MC R E A T I N G A S U C C E S S F U L E M P L O Y E DA N D
Somer Lorenz Administrative Director,Marketing & Community Engagement Elizabeth Yarbrough Founder & President
The Se5ng POPULATION:• 450K in primary market• Over 1 million in primary +secondary marketsCOMPETITION:• Large, academic hospitalsystem with 167 employedphysician practice sites• Small community hospitalsBon Secours St. Francisis the only faith-basedprovider in the region.
A growing majority of St. Francisaffiliated physicians are membersof BSMG.• More than 250 providers • 1226 employees – 63 locaDons • 330,000+ paDents each year Bon Secours Medical Group
Notable Specialty Services• Joint Camp (Joint Replacement Program) • Hip Fracture program • Adolescent Young Adult Oncology Program • AﬃliaDon with New York Presbyterian heart specialists • Minimally Invasive Surgery for GYN Bon Secours Medical Group
Nationally, the percentage of independentphysicians has dropped from 57% in 2000 to aprojected 36% in 2013.Independent Physicians Number of American Medical News2000 2013 % Independent Physicians
Market Trends -‐ Residents Nearly one-third of final year residents list hospitalemployment as their first choice of practice setting.Hospitals Other - Merritt Hawkins
Market Trends -‐ Surgeons Surgeons are opting for employment overprivate practice, with 68% of general surgeonsand surgical subspecialists reporting they areemployed.- Archives of SurgeryEmployed Private Prac7ce
Market Trends – Est. 2014 • Hospitals will employ 75% of physicians.• One in three of remaining independents willresort to subscription-based models, such asconcierge, direct pay, or online consultationsto sustain profits.- Merritt HawkinsEmployed Private Prac7ce
Market Trends – thru 2016 Nearly 70% of healthcare leadersanticipate the number of employedphysicians to grow by more than 5% overnext three years.- HealthleadersMedia450,000 460,000 470,000 480,000 490,000 500,000 510,000 520,000 530,000 540,000 2012 2013 2016 Est. # of Employed Physicians
Why the shiN: Physicians • Flat or declining reimbursement• More regulatory and administrativepaperwork• Malpractice insurance costs• Health IT implementation• Health reform
• PopulaDon health management A vehicle to provide healthcare neededby the marketplace.• Market share Through internal expertise and range ofcontinuum of care.• PaDent referrals Both patient-centered and economicallyrational.Why the shiN: Hospitals
• Fundamental way to increase ROI • Lifeblood of the organizaDon • Should be Managed & OpDmizedImpact
• 70% of referrals go unscheduled • 25% of scheduled appointments are missed Challenge
Step 1 First and foremost,Understand Your Referral Sources. § EMS § Consumer Directed § Primary Care Physician § Specialty Physician § OB-‐GYN § Business Health Services
Step 3 Provide Physician Practices with aPhysician Referral Management System (PRMS) § Track referrals by type, physician and condi7on § Allow users to schedule appointments § Allow users to manage appointments § Communicate with all involved § Track and measure referrals
Step 3 (conDnued) Provide Physician Practices with aPhysician Referral Management System (PRMS) § Online, real-‐7me visit scheduling § Automated phone/email appointment reminders § Pa7ent informa7on/prep sheets at point of referral § Automated, template-‐driven PCP le]ers § Automated physician updates § Referral tracking and trending § Financial repor7ng and projec7ons
Step 4: Referral Genera7on § Requires Comprehensive Plan with Physician Prac7ce Groups § Assess Outsource for Marke7ng § Develop Strategic Plan to be implemented among targeted prac7ce groups
Step 5: CommunicaDon Strategy § Strengthen & manage the brand in the community, among physicians & pa7ents § Maintain website & other content relevant to current healthcare informa7on § Establish physicians as specialists/local experts in their ﬁelds of medicine to advance their reputa7ons § Adopt & incorporate leading edge technology § A]ract new pa7ents through referral & self referral § Foster be]er communica7on with exis7ng pa7ents for reten7on
enhancing your web image. W E A R E I N T H E B U S I N E S S O F
§ Medical Web Development§ Social Media Specialists§ Digital Marketing Campaigns§ Medical Content Writing§ Search Engine Optimization§ Healthcare Strategic Planning§ Specialized Medical Software§ Web & Traditional CommunicationStrategiesThe Doctor’s Bag
Socialnomics: T H E D I G I T A LWord of Mouth
§ More than half of smartphoneowners (45 % of all U.S. adults)have used their phones to searchfor health information in the pastyear.Socialnomics
Health dominates online search. Socialnomics Consulted online rankings of hospitals and other facili7es Consulted online rankings of doctors and other providers Found others with similar health concerns Consulted online reviews of par7cular drugs or treatments Watched an online video about health or medical issues 25% 24% 18% 16% 15%
Women are the main healthcaredecision makers in familiesSocialnomics
The fastest growing segment usingsocial media are over age 55.Socialnomics
New Marke7ng I T ’ S C R E A T E D ALandscape T H A T S P A N S T H E E N T I R E G L O B E .
Your Voice Heard S O , H O W D O Y O U G E TA B O V E T H E D I N O F B I L L I O N S O FP I E C E S O F I N F O C O M I N G I N O V E RH U N D R E D S O F D I F F E R E N TC H A N N E L S ?
Integrated Marke7ng Y O U N E E D A NA N DCommunica7ons P L A N T H A T U T I L I Z E SMul7ple Plaiorms
One One prac7ce group at a 7me A N A L Y I S a n d E V A L U A T I O NG O A L – R E N E W E D W E B H E A L T Hr e s u l t i n g i n I N C R E A S E D R E F E R R A L S
OS • Stale marke7ng • Dated web presence • Out of date content • No calls to ac7on • Broken links D I A G N O S I SG O A L – R E N E W E D W E B H E A L T Hr e s u l t i n g i n I N C R E A S E D R E F E R R A L S
F O R B S M GStrategies & Recommenda7ons IMPROVED WEBSITE DESIGN • Fresh website design • Engaging content • Fix broken links
F O R B S M GStrategies & Recommenda7ons INCREASE TOP OF MIND AWARENESS • Incorporate Engaging Content • Establish Physicians as Experts • Incorporate SEO strategy and Google PPC Campaign
F O R B S M GStrategies & Recommenda7ons INCORPORATE SOCIAL MEDIA • Facebook • EducaDonal arDcles and healthcare informaDon to current paDents
Who do we trust? • Peer recommendaDons: 90% of the 7me AdverDsements: 14% of the time • Online reviews trusted as much as personal recommendaDons: 72% ofconsumers • PosiDve online reviews make them more likely to use local businesses: 52% of consumers Source: Search Engine Land
Choosing the best Tool for the JobSocialnomics
Choosing the best Tool for the JobSocialnomics
F O R B S M GStrategies & Recommenda7ons GO RESPONSIVE!
§ 30% increase in mobile internetuse from the same quarter2011-2012§ 125% increase in mobilehealth information usefrom over thesame quarter2011-2012Socialnomics
F O R B S M GStrategies & Recommenda7ons TRACK CONVERSIONS
One Review targeted prac7ce groups A N A L Y I S a n d E V A L U A T I O NG O A L – R E N E W E D W E B H E A L T Hr e s u l t i n g i n I N C R E A S E D R E F E R R A L S
F O R B S M G• Review & Refresh physician bios.• Cross Brand with BSMG.• Training on various social media vehicles.• LinkedIn & Doximity: Encourage all BSMGphysicians to join. • Cross MarkeDng: Encourage cross marketingamong physician groups within BSMG• UDlize St. Francis TV channel for practicesinformation and content• Cross Linking: Create a BSMG spotlight page oneach website for cross linking among websites• Highlight RecogniDons: Establish a fixed scrollbutton on each website that lists recognitions receivedby Bon Secours St. Francis Health SystemAddi7onal Recommenda7ons
F O R B S M Gü Greater top of mind awareness of physician pracDces ü More traﬃc driven to BSMG and St. Francis Health System websites ü Increased awareness of BSMG ü Strengthened brand value ü Enhanced collaboraDon with pracDce groups ü ForDﬁed common mission among pracDce groups ü Strengthened relaDonships among physicians and hospitals ü Increased referrals across pracDce groups Projected Results
firstname.lastname@example.org Administra7ve Director, Marke7ng & Community Engagement Bon Secours St. Francis Health System Greenville, SC www.bshsi.org email@example.com Founder & President The Doctors Bag Greenville, SC www.thedoctorsbag.com Somer Lorenz