1. Strategies to increase referral patients
John H. Dodd
Business Operations Consultant

2. Key Learnings What Referring Physicians Want
Putting It Into Action for Your Practice
Communicating What You Offer

3. What Referring Physicians Want
Innovation Cancer Marketing Webinar Series

4. Our company: By the numbers
Direct Access
to Specialist
Ease of Scheduling Process
8/6/2018
Efficiency of Appointment
Care Coordination
Our company: By the numbers
Referrals Tied to Access, Efficiency, Coordination
Source: Health Care Advisory Board interviews and analysis.
CONFIDENTIAL

5. Delivering What Referring Physicians Want
For most branded and established practices that are looking to simply increase new patient volumes, I recommend a digital approach to marketing and promotions. It can be extremely cost effective if done correctly. And digital ads can better reach your potential today patients.
Innovation Cancer Marketing Webinar Series

6. Direct Access to Specialists
Accessing specialist for consults
Reaching specialist after-hours
Receiving assistance for oncologic emergencies

7. Direct Access to Specialists
Make sure the referring physicians know that your practice is the best place for their patients
Top board certified physicians
OCN certified nurses
Great practice location and facilities
Your availability 24/7
Your staff communication with the patients
Show that you can provide a list of comprehensive services for the ease of the patient’s treatments

8. Ease of Scheduling Process
Getting “live” voice; providing web option
Efficient scheduling, help transferring records
Confirmation appointment was made
Flexibility in the schedule

9. Excerpt from: Do you know who's making referrals in your market?
“The "ah-ha" moment in my research came when a medical assistant walked me through her referral process for an employed practice with about 25 referrals a week. At the end of the business day, she took that day’s stack of imaging referrals to the fax and hit a speed-dial number. She sent a competitor-aligned, free-standing imaging center all that high-margin business in a blink of an eye. She didn't know the imaging center was affiliated with a competitor. What mattered to her was it was the easiest, quickest referral to make.”
Excerpt from: Do you know who's making referrals in your market?

10. Efficiency of Appointment
Number of days to appointment <5 days
Short appointment wait times
Ease of access to center (i.e. parking)

11. Efficiency of Appointment
Show that you can typically can get a new patient in the door within hours maximum except for emergent situations; those could be same day
Your practice assists in scheduling all of the patients outside appointments and communicates directly with the patients
Talk about the systems in place that electronically assist in the process and make it easier for the patients

12. Care Coordination Improved communication among providers
Engage specialists and patient as “partners in care”, treatment decisions

13. Care Coordination
Demonstrate how you work with colleagues and other healthcare sites of services
Talk about how you treat your patients
Do you bring in outside consults?
Do you coordinate with other providers for continuum of care?
What is your team approach to patient care?
Can you help them with financial assistance?
What about follow up care?
Are your physicians up to speed on the latest treatment opportunities?

14. Communicating What You Have to Offer Referring Physicians
The reason so many fail to market their practices successfully is because they don’t have a manageable, predictable real-world process to market and promote their practices.
Innovation Cancer Marketing Webinar Series

15. Most Effective Physician Outreach Tactics
Frequent, In-Person Contact Best for Loyal Referral Base
Effectiveness of Physician Marketing Approach
6 = Most Effective
1 = Least Effective
Source: Oncology Roundtable research and analysis.

16. Physician Outreach Prioritization
High Volume
OPTIMIST
Top Referrers
Customized Communications
Weekly Outreach
LOYALIST
Top 10 Referrers
Customized Communications
Bi-Weekly Outreach
High Referring
DISENGAGED
Bottom 50 Referrers
Mass Communications
Quarterly Outreach
EMERGING
Top Referrers
Mass Communications
Monthly Outreach

17. Using InfoDive ® to Target Communication

18. Practice Optimization Consulting
Kristy McGowan, Business Practice Consultant
John Dodd, Business Operations Consultant

19. QUESTIONS Shea Joyner Prevost
Associate VP, Marketing for Provider Solutions
office:
Now I know, I just gave you a great deal of information and you might be a little overwhelmed but please feel free to reach out to me if you have questions, need advice or guidance with building your brand or anything marketing related. We have an excellent marketing team supporting ION. We are developing turnkey marketing tools for you to be able to use as we speak. Thank you all so much and…