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Goodbye, Physician Relations; Hello, Business Growth

Marianne Aiello, for HealthLeaders Media, July 18, 2012

The traditional physician relations model is dead. At least it is at Texas Health Resources, and a growing number of organizations narrowing their sites on increasing volume. If this trend continues, physician liaisons may soon be a thing of the past.

In 2008, Texas Health Resources, the 24-hospital, Dallas-based health system, realized it needed to drive up volume in order to remain competitive. Naturally, it first looked to its physician relations strategy.

What the health system found was not one cohesive program, but several inconsistent strategies throughout each of its affiliates or, as THR calls them, entities.

"We decided to make it a system-wide strategy when the economy went to hell in a hand basket and volume became more important to the organization," said Susan Boydell, director of business growth strategy for the health system. "We knew physicians were the best way to go after that volume and the strategy changed from a traditional physician liaison program to business growth."

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7 comments on "Goodbye, Physician Relations; Hello, Business Growth"


Cade (11/30/2012 at 10:50 AM)
There is an interesting article that I read called Transitioning from liaison to growth specialist. The article talked about how the r of the liaison wasn't going away it was just changing to a growth specialist with the help of a healthcare crm. http://marketware.com/transitioning-from-liaison-to-growth-specialist/

Lou (7/27/2012 at 11:46 AM)
I have seeing rapid growth in number of physicians in the Houston area moving to a concierge medical practice model limiting number of patients in their practices in exchange for high upfront annual fees. How does this trend fit with the strategies recommended in this article.

James (7/26/2012 at 10:24 AM)
Has anyone, God forbid, measured physician satisfaction with the model?