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Goodbye, Physician Relations; Hello, Business Growth

Marianne Aiello, for HealthLeaders Media, July 18, 2012

After Boydell and her team came up with the concept, they conducted a system-wide assessment to determine whether the organization was ready for the strategy that they envisioned. They visited each of the 24 entities and spoke to leadership about their views on the value of physician relations.

"We also did an assessment with each of the folks doing a physician relations role to find out what their goals were, what results had they been given, and what the majority of their day was spent on," she says. "Thanks to the assessment, we knew where we were and where we needed to get to. We understood how the organization would support this strategy in the long run."

Once the assessment was complete, Boydell submitted an implementation plan for THR leadership approval. It was granted, and deployment began in 2009. The intricate deployment stage consisted of many steps:

  • Working with human resources to create a new organization structure
  • Creating job descriptions for new positions, such as Physician Growth Specialists
  • Putting a cohesive incentive plan in place across the whole organization
  • Determining the best tools to use for tracking success
  • Setting activity-based goals and volume-based goals
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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?