1. Physician
Referral
Management
Digital
Communica7ons
P R O G R A M
C R E A T I N G A S U C C E S S F U L E M P L O Y E D
A N D

2. Somer
Lorenz
Administrative Director,
Marketing & Community Engagement
Elizabeth
Yarbrough
Founder & President

4. The
Se5ng
POPULATION:
• 450K in primary market
• Over 1 million in primary +
secondary markets
COMPETITION:
• Large, academic hospital
system with 167 employed
physician practice sites
• Small community hospitals
Bon Secours St. Francis
is the only faith-based
provider in the region.

5. A growing majority of St. Francis
affiliated physicians are members
of BSMG.
• More
than
250
providers
• 1226
employees
–
63
locaDons
• 330,000+
paDents
each
year
Bon
Secours
Medical
Group

6. Notable Specialty Services
• Joint
Camp
(Joint
Replacement
Program)
• Hip
Fracture
program
• Adolescent
Young
Adult
Oncology
Program
• AffiliaDon
with
New
York
Presbyterian
heart
specialists
• Minimally
Invasive
Surgery
for
GYN
Bon
Secours
Medical
Group

7. Bon
Secours
Medical
Group

8. Changing
Environment

9. Nationally, the percentage of independent
physicians has dropped from 57% in 2000 to a
projected 36% in 2013.
Independent
Physicians
Number
of
American Medical News
2000
2013
%
Independent
Physicians

10. Market
Trends
-­‐
Residents
Nearly one-third of final year residents list hospital
employment as their first choice of practice setting.
Hospitals
Other
- Merritt Hawkins

11. Market
Trends
-­‐
Surgeons
Surgeons are opting for employment over
private practice, with 68% of general surgeons
and surgical subspecialists reporting they are
employed.
- Archives of Surgery
Employed
Private
Prac7ce

12. Market
Trends
–
Est.
2014
• Hospitals will employ 75% of physicians.
• One in three of remaining independents will
resort to subscription-based models, such as
concierge, direct pay, or online consultations
to sustain profits.
- Merritt Hawkins
Employed
Private
Prac7ce

13. Market
Trends
–
thru
2016
Nearly 70% of healthcare leaders
anticipate the number of employed
physicians to grow by more than 5% over
next three years.
- HealthleadersMedia
450,000
460,000
470,000
480,000
490,000
500,000
510,000
520,000
530,000
540,000
2012
2013
2016
Est.
#
of
Employed
Physicians

14. the
shi
Why

15. Why
the
shiN:
Physicians
• Flat
or declining reimbursement
• More regulatory and administrative
paperwork
• Malpractice insurance costs
• Health IT implementation
• Health reform

16. • PopulaDon
health
management
A vehicle to provide healthcare needed
by the marketplace.
• Market
share
Through internal expertise and range of
continuum of care.
• PaDent
referrals
Both patient-centered and economically
rational.
Why
the
shiN:
Hospitals

17. • Fundamental
way
to
increase
ROI
• Lifeblood
of
the
organizaDon
• Should
be
Managed
&
OpDmized
Impact

18. • 70%
of
referrals
go
unscheduled
• 25%
of
scheduled
appointments
are
missed
Challenge

20. Step
1
First and foremost,
Understand
Your
Referral
Sources.
§ EMS
§ Consumer
Directed
§ Primary
Care
Physician
§ Specialty
Physician
§ OB-­‐GYN
§ Business
Health
Services

21. Step
2
Determine the touch points for
each Referral
Source
§ Pa7ents
§ Referring
Providers
§ Referral
Coordinators
§ Receiving
PCP/
Specialty
Physicians
§ Hospital
Staff
or
Managers

22. Step
3
Provide Physician Practices with a
Physician
Referral
Management
System
(PRMS)
§ Track
referrals
by
type,
physician
and
condi7on
§ Allow
users
to
schedule
appointments
§ Allow
users
to
manage
appointments
§ Communicate
with
all
involved
§ Track
and
measure
referrals

23. Step
3
(conDnued)
Provide Physician Practices with a
Physician
Referral
Management
System
(PRMS)
§ Online,
real-­‐7me
visit
scheduling
§ Automated
phone/email
appointment
reminders
§ Pa7ent
informa7on/prep
sheets
at
point
of
referral
§ Automated,
template-­‐driven
PCP
le]ers
§ Automated
physician
updates
§ Referral
tracking
and
trending
§ Financial
repor7ng
and
projec7ons

24. Benefits
of
PRMS
§ Iden7fies
network
leakage
§ Maximizes
service-­‐line
u7liza7on
§ Facilitates
physician
collabora7on
§ Improves
pa7ent
care
quality
&
safety
§ Increases
referral
volume
&
revenues
§ Analyzes
referral
pa]erns
and
trends

25. Step
4:
Referral
Genera7on
§ Requires
Comprehensive
Plan
with
Physician
Prac7ce
Groups
§ Assess
Outsource
for
Marke7ng
§ Develop
Strategic
Plan
to
be
implemented
among
targeted
prac7ce
groups

26. Step
5:
CommunicaDon
Strategy
§ Strengthen
&
manage
the
brand
in
the
community,
among
physicians
&
pa7ents
§ Maintain
website
&
other
content
relevant
to
current
healthcare
informa7on
§ Establish
physicians
as
specialists/local
experts
in
their
fields
of
medicine
to
advance
their
reputa7ons
§ Adopt
&
incorporate
leading
edge
technology
§ A]ract
new
pa7ents
through
referral
&
self
referral
§ Foster
be]er
communica7on
with
exis7ng
pa7ents
for
reten7on

27. enhancing
your
web
image.
W E A R E I N T H E B U S I N E S S O F

28. § Medical Web Development
§ Social Media Specialists
§ Digital Marketing Campaigns
§ Medical Content Writing
§ Search Engine Optimization
§ Healthcare Strategic Planning
§ Specialized Medical Software
§ Web & Traditional Communication
Strategies
The
Doctor’s
Bag

29. I S T H E N A M E O F T H E

30. Change
in
Healthcare
Doctor visits
Income
In today’s market, doctor visits
and income are declining.
How do we stop decreasing numbers?

31. Change
in
Healthcare
Doctor visits
Income
How do we stop decreasing numbers?
§ More
Pa7ents

32. Change
in
Healthcare
Doctor visits
Income
How do we get more patients?
§ More
Referrals

33. Case
Study
Understand
Your
Referral
Sources.
§ EMS
§ Consumer
Directed
§ Primary
Care
Physician
Directed
§ Specialty
Physician
§ OB-­‐GYN
§ Business
Health
Services

34. Referrals
A R E B U I L T O N
Rela7onships

35. A R E B U I L T O N
Communica7on
Rela7onships

36. C H A N N E L S H A V E
EXPLODED.
Communica7on

37. Referrals:
Consumer
Directed

38. Socialnomics:
T H E D I G I T A L
Word
of
Mouth

39. § More than half of smartphone
owners (45 % of all U.S. adults)
have used their phones to search
for health information in the past
year.
Socialnomics

40. Health
dominates
online
search.
Socialnomics
Consulted
online
rankings
of
hospitals
and
other
facili7es
Consulted
online
rankings
of
doctors
and
other
providers
Found
others
with
similar
health
concerns
Consulted
online
reviews
of
par7cular
drugs
or
treatments
Watched
an
online
video
about
health
or
medical
issues
25%
24%
18%
16%
15%

41. Women are the main healthcare
decision makers in families
Socialnomics

42. The fastest growing segment using
social media are over age 55.
Socialnomics

43. New
Marke7ng
I T ’ S C R E A T E D A
Landscape
T H A T S P A N S T H E E N T I R E G L O B E .

44. Your
Voice
Heard
S O , H O W D O Y O U G E T
A B O V E T H E D I N O F B I L L I O N S O F
P I E C E S O F I N F O C O M I N G I N O V E R
H U N D R E D S O F D I F F E R E N T
C H A N N E L S ?

45. Integrated
Marke7ng
Y O U N E E D A N
A N D
Communica7ons
P L A N T H A T U T I L I Z E S
Mul7ple
Plaiorms

46. One
One
prac7ce
group
at
a
7me
A N A L Y I S a n d E V A L U A T I O N
G O A L – R E N E W E D W E B H E A L T H
r e s u l t i n g i n I N C R E A S E D R E F E R R A L S

47. OS
• Stale
marke7ng
• Dated
web
presence
• Out
of
date
content
• No
calls
to
ac7on
• Broken
links
D I A G N O S I S
G O A L – R E N E W E D W E B H E A L T H
r e s u l t i n g i n I N C R E A S E D R E F E R R A L S

48. F O R B S M G
Strategies
&
Recommenda7ons
IMPROVED
WEBSITE
DESIGN
• Fresh
website
design
• Engaging
content
• Fix
broken
links

49. F O R B S M G
Strategies
&
Recommenda7ons
INCREASE
TOP
OF
MIND
AWARENESS
• Incorporate
Engaging
Content
• Establish
Physicians
as
Experts
• Incorporate
SEO
strategy
and
Google
PPC
Campaign

50. F O R B S M G
Strategies
&
Recommenda7ons
INCORPORATE
SOCIAL
MEDIA
• Facebook
• EducaDonal
arDcles
and
healthcare
informaDon
to
current
paDents

51. Who
do
we
trust?
• Peer
recommendaDons:
90%
of
the
7me
AdverDsements:
14%
of the time
• Online
reviews
trusted
as
much
as
personal
recommendaDons:
72% of
consumers
• PosiDve
online
reviews
make
them
more
likely
to
use
local
businesses:
52% of consumers
Source: Search Engine Land

52. Choosing the best Tool for the Job
Socialnomics

53. Choosing the best Tool for the Job
Socialnomics

54. F O R B S M G
Strategies
&
Recommenda7ons
GO
RESPONSIVE!

55. § 30% increase in mobile internet
use from the same quarter
2011-2012
§ 125% increase in mobile
health information use
from over the
same quarter
2011-2012
Socialnomics

56. F O R B S M G
Strategies
&
Recommenda7ons
TRACK
CONVERSIONS

57. One
Review
targeted
prac7ce
groups
A N A L Y I S a n d E V A L U A T I O N
G O A L – R E N E W E D W E B H E A L T H
r e s u l t i n g i n I N C R E A S E D R E F E R R A L S

58. F O R B S M G
• Review
&
Refresh
physician bios.
• Cross
Brand
with BSMG.
• Training
on various social media vehicles.
• LinkedIn
&
Doximity:
Encourage all BSMG
physicians to join.
• Cross
MarkeDng:
Encourage cross marketing
among physician groups within BSMG
• UDlize
St.
Francis
TV
channel for practices
information and content
• Cross
Linking:
Create a BSMG spotlight page on
each website for cross linking among websites
• Highlight
RecogniDons:
Establish a fixed scroll
button on each website that lists recognitions received
by Bon Secours St. Francis Health System
Addi7onal
Recommenda7ons

59. F O R B S M G
ü Greater
top
of
mind
awareness
of
physician
pracDces
ü More
traffic
driven
to
BSMG
and
St.
Francis
Health
System
websites
ü Increased
awareness
of
BSMG
ü Strengthened
brand
value
ü Enhanced
collaboraDon
with
pracDce
groups
ü ForDfied
common
mission
among
pracDce
groups
ü Strengthened
relaDonships
among
physicians
and
hospitals
ü Increased
referrals
across
pracDce
groups
Projected
Results

60. Referrals:
PCP
Directed

61. Physician
Referral
Management
Making physician to physician
communication easy.

62. Not
only
easy,
it’s
beker.
• Improved communication -
Enhanced relationships
• Stronger relationships - Increased
referrals
Op#mized
Referral
Rates
Physician
Referral
Management

63. The Power
of Linking

64. somer_lorenz@bshsi.org
Administra7ve
Director,
Marke7ng
&
Community
Engagement
Bon
Secours
St.
Francis
Health
System
Greenville,
SC
www.bshsi.org
elizabeth@thedoctorsbag.com
Founder
&
President
The
Doctors
Bag
Greenville,
SC
www.thedoctorsbag.com
Somer
Lorenz