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Goodbye, Physician Relations; Hello, Business Growth

Marianne Aiello, for HealthLeaders Media, July 18, 2012

"It hasn't always been that way because the organization hadn't been growing," Boydell says. "We had really good results in some entities and others, mostly where there was ease of use issues or competition in their market—those were harder to grow. Overall, this past quarter we had significant results."

So, is the physician liaison role on its way out? Perhaps, but most likely not anytime soon. Even THR kept two physician liaison-like physicians, called Retention Specialist, sat two entities based on their specific needs. Still, 22 of THR's 24 hospitals are functioning just fine without a physician liaison role.

"We transitioned away from that," Boydell says. "There are some that are left within the organization, but nobody has put in any new position that is similar to [the physician liaison]."

Regardless, putting the emphasis on business growth, and less on physician relations, is a critical strategy for all hospitals and health systems in order to stay competitive.

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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?