beyond physician satisfaction: using marketing research to drive physician outreach strategies
DESCRIPTION
Beyond Physician Satisfaction: Using Marketing Research to Drive Physician Outreach Strategies. Presented by: Julie Pokela, Ph.D. Market Street Research and Cori Grant, M.S., MBA Methodist Le Bonheur Healthcare. Workshop Objectives. To understand: - PowerPoint PPT PresentationTRANSCRIPT
Beyond Physician Satisfaction: Using Marketing Research to Drive
Physician Outreach Strategies
Presented by:Julie Pokela, Ph.D.
Market Street Research and
Cori Grant, M.S., MBAMethodist Le Bonheur Healthcare
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Workshop Objectives
To understand: How to use marketing research to understand
why physicians send patients to specific hospitals.
The key drivers for physician referrals. How to translate research results into strategies
that meet the needs of physicians and their patients, and increase referrals.
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Importance of Physician Outreach Strategies
Physicians are key gate-keepers for specialists and hospitals.
Self-directed consumers are in the minority. Even self-directed consumers seek advice from
their physicians in selecting specialists and hospitals.
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CASE STUDY:LE BONHEUR CHILDREN’S
MEDICAL CENTER
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Background on Le Bonheur
Based in Memphis, Tennessee Leader in pediatric clinical care and research Teaching facility for the University of Tennessee
Health Science Center 225 beds and 45 medical sub-specialties Treated nearly 130,000 children in 2008 Largest pediatric brain tumor program in the U.S. One of the most advanced pediatric epilepsy centers
in the country The only pediatric cardiovascular program in the
region
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Marketing Research
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Context for Research
In 2006, Le Bonheur unveiled plans for $451 million in new construction and renovation
With this expansion, Le Bonheur needed to strengthen its position in the regional market
Because of the key role physicians play in directing referrals, Le Bonheur wanted to understand how it was perceived by referring physicians.
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Research Methodology
Phase 1: Qualitative exploration of major factors driving
pediatric referrals in region In-depth telephone interviews with 10 referring
physicians Phase 2:
Quantitative analysis of referring physicians’ behaviors and attitudes
Telephone interviews with 50 referring physicians Error rate ±8.1 to 13.4 percentage points
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Key Drivers for Physician Referrals
Physicians strongly prefer to refer pediatric patients to a children’s hospital rather than a pediatric department in a larger hospital.
Children's hospital 70.0%
Pediatric dept
22.0%
No preference
8.0%
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Key Drivers for Physician Referrals (cont.)
Relationships with specialists: “They could try to get to know the primary care
doctors better—make an effort to meet people and make it easier to make an appointment with them.”
Communication with specialists: “Communication is poor—they don’t return phone
calls.” Ease of making referrals:
“Make it easier to refer—make sure we get follow-up on referrals . . . and numbers we can call directly to get an appointment and to see them in a timely manner.”
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Key Drivers for Physician Referrals (cont.)
Availability of appointments: “There is a long waiting period of less
complicated cases—the wait is too long.” Speed of receiving discharge summaries:
“I never receive feedback from physicians regarding patients. Also, when I finally receive feedback, it is too late.”
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Use of Hospitalists
Referring physicians prefer to refer pediatric patients to hospitals with hospitalists.
With hospitalist
54.0%
Without hospitalist
22.0%No preference
24.0%
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Use of Physician Liaisons
Referring physicians who met with a physician liaison are highly satisfied with their experience.
Somewhat satisfied 16.0%
Very satisfied 84.0%
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Le Bonheur’s Strengths
Advanced technology and equipment. Reputation and qualifications of its specialists. Reputation for treating complex pediatric medical
problems. Reputation for providing sensitive, child-friendly
care.
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Le Bonheur’s Weaknesses
Communication from specialists. Inconvenient location for patients and their families. Ability to get appointments in a timely manner.
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Use of Research FindingsTo Drive Referrals
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Goals Deriving From Research
Expand geographic presence. Facilitate more timely appointments. Improve communications with physicians. Develop hospitalist program.
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Expand Geographic Presence
Opened Le Bonheur Community Outreach clinic in Tupelo, MS.
First use of Le Bonheur brand in a off-campus site. Families can get consults from a variety of sub-
specialists. Provides increased convenience for area families. Invasive procedures are done at Le Bonheur
Children’s Medical Center.
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Facilitate More Timely Appointments
Developed new transfer center for children who need hospitalization. Physicians used to call physician services to
admit the child and the transfer center to arrange transport.
Physicians can now call one number to arrange for admission and transport of children who need hospitalization.
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Facilitate More Timely Appointments (cont.)
Developed PACES program (Patient’s Access to Excellent Care and Service) to improve access to sub-specialists. Le Bonheur took ownership of process for making
appointments with sub-specialists. A referring physician faxes a form indicating the
patient’s problem and insurance information. Le Bonheur will get back to the referring physician
within 24 hours with an appointment. The program started in 2007 with 5 physicians
booking about 65 appointments a month. Currently, 38 to 40 physicians use PACES each
month to book 250 to 300 appointments
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Facilitate More Timely Appointments (cont.)
Expanded access to Physician Services. Physician Services were offered during standard
business hours. Referring physicians can now contact the
Transfer Center after 5 PM, and on weekends and holidays to receive immediate assistance.
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Facilitate More Timely Appointments (cont.)
Developed partnership with independent practices to recruit new physicians. The biggest barrier to timely appointments is lack
of capacity. Le Bonheur now partners with independent
practices to offer expertise in: Developing profiles for new physicians. Working with recruitment firms. Interviewing potential candidates.
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Improve Communications with Physicians
Developed systems to ensure timely follow-up and discharge information. Improved systems for identifying referring
physiciansNow identify referring physician on EMRProportion of records missing referring
physician identification went from 16.2% in 4/2009, when the program was started, to 7.2% two months later.
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Improve Communications with Physicians (cont.)
Developed systems to ensure timely follow-up and discharge information (cont.). Discharge information can now be auto-faxed to
the referring physician. More physicians can now access patient records
at Le Bonheur online.
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Improve Communications with Physicians (cont.)
Developed new systems to strengthen relationships with referring physicians. Physician liaison takes new sub-specialists to
meet with referring physicians. Developed new monthly publication for referring
physicians. Was quarterly Now more topical
Information about new sub-specialists Information about educational programs
Send quarterly postcards from new sub-specialists
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Developed Hospitalist Program
Referring physicians in the immediate area of the hospital preferred hospitals with hospitalist programs.
Le Bonheur currently has hospitalist coverage 10 to 12 hours per day, and will be expanding to 24 hour coverage.
Referring physicians have responded very positively.
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Summary
Le Bonheur was increasing its capacity and needed to understand how it was perceived by referring physicians.
A survey of referring physicians showed that Le Bonheur has a strong image among referring physicians, but needed to increase its geographic access, access to appointments, and communication with referring physicians.
Le Bonheur was able to implement concrete strategies to address referring physicians’ major concerns.