Position your physician sales program for maximum growth
There's no question that physician referrals are mission-critical to your hospital or health system's bottom line. But increasing or maintaining referrals requires more than just an occasional visit to the practice. A successful physician sales program must promote quality and solidify your hospital as the hospital of choice for their patients.
Kriss Barlow gives you the keys to successful physician sales!
Take your physician relations program to the next level with A Marketer's Guide to Physician Relations: Best Practices for Successful Sales Programs. HealthLeaders Media has teamed up with healthcare marketing superstar Kriss Barlow to bring you this new, must-read guide for developing, positioning, and enhancing your physician sales program.
Real-world advice and examples from your peers
Packed with real-world examples and healthcare-specific advice, this comprehensive resource offers more than 250 pages of content that will help physician sales leaders:
- Create and sustain focus and build on momentum - Identify and hire the best salespeople - Build internal support for the program - Differentiate your organization from the competition - Measure the ROI of your efforts - Increase bottom-line referral revenue
Backed by years of in-the-field experience, Barlow offers numerous tips and examples from your healthcare peers who have implemented successful physician sales programs, and are reaping the rewards.
The eight best practices you need for success
Take a look at the detailed, focused information you'll find in the pages of A Marketer's Guide to Physician Relations:
- Best Practice Attribute #1: Focus - Best Practice Attribute #2: Senior Leadership Involvement - Best Practice Attribute #3: Capable Staff - Best Practice Attribute #4: Ability to Measure Outcomes - Best Practice Attribute #5: Momentum - Best Practice Attribute #6: Planned Integration - Best Practice Attribute #7: A Physician-Centric Culture - Best Practice Attribute #8: Ability to Differentiate
Put these proven techniques and strategies in place at your hospital to increase referrals, revenue, and your overall market share. Order your copy of A Marketer's Guide to Physician Relations today!
Who needs this book?
Healthcare professionals in charge of physician relations and sales and anyone in the organization charged with growing programs will benefit from this valuable knowledge. Specific titles include:
- Director or VP of physician relations/physician outreach/physician sales - Director or VP of marketing, communications, and public relations - Director or VP of business development/business relations - Director or VP of strategic planning and marketing - Service line directors and C-suite leaders

A Marketer's Guide to Physician Relations: Best Practices for Successful Sales Programs

Medical Books

HealthLeaders Media a division of HCPro

Kriss Barlow RN MBA

Administration & Medicine Economics

Building a brand is critical to positioning and differentiating your organization. To attract new patients, increase physician referrals, and build business partnerships your organization must use strategic branding. Harness your true brand power Through the advanced branding techniques and step-by-step guidelines in A Marketer's Guide to Brand Strategy you can: - Build a strong brand - Take a strategic, business-driven approach to branding - Prove the financial value of your brand - Stay ahead of your competition A Marketer's Guide to Brand Strategy contains valuable case studies from organizations that have experienced branding success, including The Mayo Clinic. You'll be able to learn from their experiences and incorporate those ideas into your own brand strategy. You can also use this resource to avoid common branding misconceptions and mistakes. Move beyond the basics To differentiate your healthcare organization especially in a competitive marketplace you must go beyond basic marketing tactics and make branding part of your business strategy. With A Marketer's Guide to Brand Strategy, address tough challenges such as: - Building a new brand - Rebuilding an existing brand - Using brand strategy to differentiate your organization from the competition Published by HealthLeaders Media and written by healthcare branding expert Chris Bevolo, this new book provides sound business strategies to successfully brand your healthcare organization and take your branding efforts to the next level. Who needs this book? Whether you're a healthcare marketer, marketing director, vice president of marketing, strategic planner, or marketing consultant, A Marketer's Guide to Brand Strategy is a must-have tool to become the healthcare provider of choice in your community. The Studer Group's Lynne Cunningham gave A Marketer's Guide to Brand Strategy an 'outstanding' rating in her monthly book review. 'A very prescriptive look at how to proactively develop a brand strategy that will focus and energize your healthcare organization ...This book provides practical guidance on how and why the healthcare organization can and should take its first steps into the branding arena.'

A Marketer's Guide to Brand Strategy: Advanced Techniques for Healthcare Organizations

Chris Bevolo

Improving patient satisfaction is your practice's most effective business strategy
A quality patient experience directly impacts physician scores and rankings with private insurers and government agencies, boosts patient volume and retention rates, and leads to better patient adherence and improved medical outcomes. In short, improving patient satisfaction may be your practice's best investment.
Physician Entrepreneurs: The Quality Patient Experience is built around the key areas covered in the Consumer Assessment of Healthcare Providers and Systems (CAHPS) survey that measures patient satisfaction. This book with CD toolkit offers quick-to-learn and easy-to-implement customer service techniques that physicians and practice staff can adopt today without sacrificing productivity such as:
- Tips and strategies for making the most of the limited time available with each patient - Scripts and checklists to improve doctor-patient communication - Guidelines for interacting with patients via e-mail and telephone - Case studies of successful initiatives that boost quality and improve satisfaction - Follow-up techniques for staff to enhance patient adherence and medical outcomes - Easy ways to improve CAHPS and payers' physician ranking scores - Advice for improving the customer experience while using a laptop, PDA, or tablet - Techniques to improve patient copay cash flow
Practical techniques and tools to improve the patient experience in your organization
Whether you're an employed physician, a practice manager, or a physician owner, The Quality Patient Experience takes a business management focus and emphasizes the practical benefits of improving the patient experience. The CD offers ready-to-use fact sheets, flyers, checklists, scripts, worksheets, and report cards for everyday situations that you and your staff can put into use today to improve:
- Observation and feedback - Greetings, handoffs, and goodbyes - Handling difficult situations - Telephone and e-mail communications - Patient delays and waiting times - Hiring, accountability, and employee recognition - Communication before, during, and after visits
Who will benefit from this book?
- Physician leaders and owners - Practice administrators - CEOs - COOs - Office managers

Physician Entrepreneurs: The Quality Patient Experience: Improve Outcomes, Boost Quality Scores, and Increase Revenue

Wendy Leebov EdD

How many physicians make a health system?
The Hospital Executive's Guide to Physician Staffing helps hospital CEOs answer a question that healthcare analysts and policymakers have debated for nearly 30 years: How many physicians do you need?
The Hospital Executive's Guide to Physician Staffing challenges accepted beliefs and practices about the science of physician staffing. Insightful and data-rich, this unique resource guides hospital executives in creating a staffing model for physician services by outlining proven strategies for determining community physician need and fulfilling those needs appropriately. This timely and informative book presents practical approaches for engaging different types of physicians the hospital dependent, hospital independent, and full-time office-based in various markets, including those facing a shortage and rural communities. Complete with benchmarking tables and other resources, The Hospital Executive's Guide to Physician Staffing includes sections on:
- Physician supply and demand - a macro view - Assessing physician need - Measuring physician contribution - How many physicians make a health system - Recruitment and retention strategies - The executive's role in recruitment - Planning for an uncertain future
Build a quality organization, and the doctors will come
Central to the underlying philosophy of the book is the notion that hospitals must 'attract the best by being the best' and includes strategies executives can use in achieving that goal.
Who will benefit from this book?
- Hospital CEO - President - CFO - COO - Medical staff director - Director of physician relations
Praise for this book
'The Hospital Executive's Guide to Physician Staffing is a valuable resource for any hospital facing the difficult task of determining the right number and mix of physicians.' - Jerry Senne, President, Holmes Regional Medical Center
'...effective tool kit for any planning executive trying to meet their organization's goals or community's needs with successful physician strategies...It is a must read for those interested in exceptional accuracy in their forecasting, and those treading into physician supply and demand metrics where the ultimate recommendations will be a future P &amp; L you need to defend.' Elizabeth Jaekle, Vice President, Business Development, Crozer-Keystone Health System
'I recommend this book for all healthcare executives who are planning for the future.' - Walter H. Ettinger, MD, MBA, President, UMass Memorial Medical Center and Associate Vice Provost Clinical and Population Research, University of Massachusetts Medical School

The Hospital Executive's Guide to Physician Staffing

Hugo J. Finarelli Jr. PhD

Create exceptional healthcare experiences that improve market share.
The patient experience impacts all areas of healthcare, including patient satisfaction, quality (as measured by HCAHPS), reputation, employee satisfaction, physician referrals, and, ultimately, the bottom line. This definitive resource for healthcare organizations, authored by two award-winning experience thinkers, delivers the proven solutions you need to create an exceptional and successful patient experience.
The patient experience is your competition s #1 priority. Make it yours, too.
Nearly 90% of senior healthcare executives say that improving patient experience is one of their top five priorities. That makes it your priority, too. Using examples from organizations that create successful healthcare experiences, The Complete Guide to Transforming the Patient Experience will give you the tools you need to:
- Assess your organization's patient experience - Implement patient experience techniques in your own organization - Market your new patient experience to improve market share - Unite brand promise with brand experience
The Complete Guide to Transforming the Patient Experience comes with a multi-media, interactive CD that includes a compilation of best practices, examples of experience initiatives, and ideas to inspire your own experience efforts.
Take a look at the Table of Contents
Chapter 1: Story in the Stone: The State of the Experience in Healthcare Chapter 2: Immerse Yourself: The Best Way to Learn About Experiences Chapter 3: An Experience Marriage: Marketing and Operations Together At Last Chapter 4: Experience Drivers: From the Inside Out and the Outside In Chapter 5: Stories Matter: How Leaders Can Convey Meaning and Drive Decisions Chapter 6: A Question of Greatness: Set a New Standard of Organizational Performance Chapter 7: Living Legends: Bring Mission, Vision, and Values to Life Chapter 8: Miniature Treasures, Epic Results: Create Memorable Symbols and Ceremonies Chapter 9: Setting the Stage: Turn Functional Facilities into Healing Spaces Chapter 10: The Fab Four: Develop, Gather, and Tell Your Stories and Make them Legendary Chapter 11: Getting Real: Close the Gap Between Brand Promise and Brand Experience
Who will benefit from this book?
Improving the patient experience is everyone's job, and it starts with top-level executives, including CEOs, CFOs, COOs, chief medical and nursing officers, and chief marketing officers. This guide will also benefit marketing, advertising, and PR directors, and anyone involved with the patient experience.

The Complete Guide to Transforming the Patient Experience

Gary Adamson

Sonia Rhodes

Put the pieces of your organization's community benefit story together. It's the marketing department's responsibility to deliver a consistent, ongoing message that demonstrates an organization's commitment to improving the community's health status. A Marketer's Guide to Community Benefit Reporting and IRS Form 990H shows healthcare marketers how to gather data effectively from every corner of their organizations and how to use this information to promote their good deeds through tailored messages to multiple audiences on an ongoing basis. This book and CD-ROM package will explain: - What qualifies as a community benefit activity. - How to align community benefit activity with market strategy, mission, and values. - How to tell your organization's community benefit story in a clear, compelling way. - How to benchmark your community benefit activities. Complete with tools, sample essays, and other resources, A Marketer's Guide to Community Benefit Reporting and IRS Form 990H will help healthcare organizations stay competitive and avoid risking negative public and media attention. Who will benefit from this book? Anyone responsible for collecting, organizing, reporting, and championing community benefit activity, including: marketing, advertising, public relations, and community relations directors, VPs, and professionals; chief marketing officers, CEOs, CFOs, and marketing consultants.

A Marketer's Guide to Community Benefit Reporting and IRS Form 990H

Patsy Matheny LLC

Do your marketing efforts make a difference? Prove it.
Analyze the effectiveness of current marketing efforts and implement a long-term measurement discipline through alternative measurement methods.
A Marketer's Guide to Measuring Results: Prove the Impact of New Media and Traditional Healthcare Marketing Efforts provides all the tools you need to confidently measure healthcare marketing results.
Exclusively focused on measuring marketing results in healthcare campaigns including:
- Integrated marketing - Social and new media - Online marketing - Patient experience - Physician relations - Branding - Public relations - Direct to consumer marketing
Consistently demonstrate the value of your healthcare marketing with:
- An easy, five-step system for measuring the results of your marketing activities. - A long-term marketing measurement discipline that will give you the ammunition you need to defend and even increase your budget. - Case studies from five health systems who successfully measure their marketing efforts. - An answer to the ultimate push back question: How do you really know your marketing made a difference?
Take a look at the Table of Contents
Chapter 1: Are You Ready for Marketing Measurement? Chapter 2: Why Measurement Matters Chapter 3: The Current State of Healthcare Marketing Measurement Chapter 4: Types of Marketing Measurement: Financial Metrics Chapter 5: Behavioral Metrics Chapter 6: Attitudinal Metrics Chapter 7: Other Types of Marketing Measurement Metrics Chapter 8: Measuring Marketing Activities Chapter 9: Treating Measurement Like a Science Chapter 10: Measuring Within Specific Marketing Disciplines Chapter 11: Building a Marketing Measurement Discipline Chapter 12: Case Studies
Who will benefit from this book?
Marketing, advertising and PR directors, VPs, and professionals, chief marketing officers, advertising and PR agencies and consultants.

A Marketer's Guide to Measuring Results: Prove the Impact of New Media and Traditional Healthcare Marketing Efforts

Women's health services getting beyond the delivery room
Women's health services are no longer limited to obstetrics. Smart organizations are expanding women's health to encompass everything from cardiovascular care to orthopedics to wellness, taking advantage of the new emphasis on gender-based medicine. Given the rapidly changing dynamic of this service line, providers have the unique opportunity to capitalize on women's health or risk losing market share to their competitors.
Women's Health: Strategies for Superior Service Line Performance offers the business guidance you need to transition women's health to a comprehensive service line that increases market share, improves clinical quality, drives down costs, and helps drive business to all other parts of the organization.
Receive high-level guidance and case studies to help you:
- Develop a comprehensive women's health program beyond obstetrics - Build loyalty with women, the No. 1 healthcare decision-makers, as well as their friends and extended families - Create a road map for long-term success by using EHRs and telehealth to drive down costs, document results, and lead in quality - Establish strong physician-hospital alignment, with or without employment - Boost your overall bottom line with a thriving cross-departmental service line
Take a look at the Table of Contents
Introduction: The Air We Breathe The National Context The Organizational Context
Chapter 1: Service Line: What and Why Why Do Service Lines Exist? Current State of Service Lines Are Service Lines Here to Stay?
Chapter 2: Why a Women's Service Line? Unprecedented Growth The Return of the Babies Utilization The Family Healthcare Gatekeeper Potential for Philanthropy
Chapter 3: What About a Men's Service Line? Historic Perspective Growing Interest?
Chapter 4: Women's Healthcare Trends Shaping Strategy: Women's Health Trends The Age of the IDS, ACOs, and True Quality Service Line Planning and Direction
Chapter 5: Laying the Foundation Visioning and Planning for Success The Business Plan Resource Allocation Budgeting for Kick-Off and Maintenance Dealing with Worship at the Three High Altars of Healthcare: Cardiology, Cancer and Orthopedics
Chapter 6: Finance and Marketing Defining Service Line Value Service Line Finance: Beyond Department Analysis Downstream Revenue and Value What Women Want: Attracting the Female Consumer The Power of Market Research Leveraging Psychographics
Chapter 7: Kicking Off Your Service Line Defining the Outcomes and Value Stay Focused Proactive Alignment Process Data, Listening, and Relationship: The Keys to Alignment Planning for Reality Physicians and The E Words (Engage and/or Employ)
Chapter 8: Staying on Top Know Yourself Know Your Customers Know Your Market Respect the Change Process
Who will benefit from this book?
- Healthcare leaders - Service line directors - CEOs - CFOs - COOs - CIOs - CMOs - CNOs - Business development executives - Planning and business development heads - Directors of public relations/marketing - Healthcare marketing executives - Healthcare consultants - Physicians - Board members - Service line managers - Department heads

Women's Health: Strategies for Superior Service Line Performance

Mary Anne Lappin Graf

What Physicians Want
Research-based insights into the best physician communications strategies
 In the wake of healthcare reform and a growing emphasis on accountable care, healthcare organizations are looking for ways to align more closely with physicians. Given the highly competitive physician recruiting and referral market, having an effective physician communication strategy has never been more vital.
Based on extensive research and an in-depth survey of nearly 200 physicians, The Complete Guide to Physician Relationships outlines exactly what information physicians want and how they want to receive it from healthcare leaders, peers, marketing executives, and physician relations representatives. Get the critical data that you need to succeed with your physician relations, referral, and communication efforts.
Get powerful, researched strategies and insight to:
 - Communicate the information physicians want in the manner they want to receive it - Engage physicians in quality and patient satisfaction improvement efforts - Determine the most effective way to promote services - Strengthen your relationship with specialists, primary care doctors, and new recruits - Improve the effectiveness of physician sales
Take a look at the table of contents
Introduction
Chapter 1: What Do Physicians Want to Hear from Leadership?
Chapter 2: How Does Your Hospital Compete?
Chapter 3: ACOs, PHOs: Industry Change and Physicians' Priorities in the Relationship
Chapter 4: What Do Physicians Want to Hear from Their Peers?
Chapter 5: Do Physicians on the Medical Staff Know Each Other?
Chapter 6: Communication When a Referral Is Sent
Chapter 7: What Do Physicians Want to Hear from Marketing?
Chapter 8: Promoting Services
Chapter 9: Supporting Specialists
Chapter 10: What Do Physicians Want to Hear from Physicians Relations?
Chapter 11: Physician Relations Attributes That Matter
Chapter 12: Physician Relations' Voice
Appendix
Who will benefit from this book?
 - VPs of advertising - VPs of marketing - VPs of communications - VPs of public relations - Chief marketing officers - Advertising directors - Directors of marketing - Directors of communications - Marketing managers - Advertising managers - Chief medical officers - CEOs - CNOs - COOs - Medical staff coordinators - Practice administrators - Physicians - Physician relations representatives

The Complete Guide to Physician Relationships: Strategies for the Accountable Care Era

The evolution of the oncology payment model and pressure to provide more patient-centered care are leading many healthcare organizations to transform the oncology care model in their communities by offering more coordinated and comprehensive services that provide high quality for patients and high value to payers.
Hospitals and health systems are developing service line structures that improve clinical and financial performance, encourage physician involvement, and create a distinct brand in the market, ultimately gaining a competitive advantage.
Gain realistic strategies and business guidance from oncology leaders to develop the structures and processes for oncology service line success, including how to:
 - Navigate the challenges of oncology reimbursement - Achieve clinical integration in the oncology care model - Create aligned physician relationships - Simplify strategic planning for oncology services - Capitalize on clinical research opportunities - Establish multidisciplinary teams and support services that improve quality and access to care
Take a look at the table of contents
Chapter 1: Strategic Planning for Oncology Services Step 1: Understanding the Content of an Oncology Strategic Plan Step 2: Planning to Plan: How to Get From Here to There Step 3: Learning About the Organization's Capabilities and the Market Step 4: Identifying What the Organization Wants to Accomplish Step 5: Making It Happen
Chapter 2: Creating a Successful Oncology Service Line Introduction to Service Line Principles Key Elements for Service Line Success Implementation Issues The Future for Oncology Service Line
Chapter 3: The Importance of Governance and Leadership Oncology Governance Structures Oncology Service Line Leadership Managing Performance
Chapter 4: Creating Aligned Physician Relationships Affiliation Models Physician Alignment Planning Process
Chapter 5: Key Elements of a Successful Oncology Transaction Definition of the Transaction Goals Business Planning Development of the Organizational Structure Development of Key Terms Implementation
Chapter 6: Navigating the Challenges of Oncology Reimbursement Keys to Oncology Reimbursement: Legislation, Drugs, Professional Fees Implications for Hospitals Other Reimbursement Trends
Chapter 7: Clinical Integration and the Oncology Care Model Coordinating Cancer Care: The Importance of the Navigator Role New Approach to Treatment Planning: Multidisciplinary Care Complementary and Alternative Medicine
Chapter 8: Academic Cancer Centers Clinical Departments and Implications for Academic Cancer Centers Governance Models in AMCs Call for AMC-Wide Financial Integration
Chapter 9: Maximizing Clinical Research Operations Research Overview Best Practices in Research Program Planning Why Billing for Clinical Trials Is So Complex The Nuts and Bolts of Billing for Clinical Trials The Last Step: Audit Process and Performance

Oncology: Strategies for Superior Service Line Performance

ECG Management Consultants Inc.

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