Allison McCarthy

1
Marketing Your Joslin Diabetes Center to
Primary Care Physicians

• Allison McCarthy
• Principal

2
Overview

• Referral relationship trends
• Marketplace issues
• Referring physician expectations
• Referral growth
• Approach
• Strategy
• Accountabilities
• Internal integration
• Operational systems
• Staff involvement
• Next steps

3
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

4
Endocrine ReferralsReality 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

5
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

6
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?

7
Characteristics of Winners

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

8
Referring Physician Targeting

• Research
• Current referral sources
• Potential referral sources
• Prioritize prospects
• Local and regional
• IM, FM, Pedi, OBG, Other
• Simple vs. complex
• Uncover existing referral source
• Local practice
• Leakage out of community
• Unmet needs
• Design approach

9
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

10
Consistent Attention

• Synergy and connection
• Assuring the referring physician of his wisdom
• Having the tough conversations
• Ensure that staff reflect your philosophy
• Demonstrate success

• Social events
• Co-present on a patient at Grand Rounds
• PCP group discussions
• Case studies
• Continuing education session
• Share an article/published research

11
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

12
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

13
Sample Letter
Date Providers Name Address City, State
Zip RE (patients name) Findings Diagnosis
Treatment Plan Thank you for your referral.
Sincerely, Your Name
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Sample Referral Slip
To ___________________________ Date
______________ ___________________is being
referred to you for _________ Please keep me
informed via ? Telephone ? Fax ? Email Thank
you for seeing this patient. (Referring Provider
Name) Thank you for your referral. Sincerely,
Your name
15
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
• Telephone and face-to-face
• Handouts/forms
• Keep good documentation for progress reports
• Conduct educational or in-service sessions

16
Dont 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

17
Other Areas Worth Mentioning

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

18
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

19
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 are made without referring
  physician participation
• Lack of availability when treatment is
  unsuccessful
• Referral sources stop referring

20
Marketing Achievement
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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!

22
Thanks!

• Allison McCarthyPrincipal, Barlow/McCarthy
• [phone] amccarthy_at_barlowmccarthy.com