How independent oncology practices can generate more referrals from hospital-affiliated physicians.

1. Best Practices
FOR INCREASING
Oncology Referrals
How Independent Oncology Practices Can Generate
More Referrals From Hospital-affiliated Physicians

2. As physician practices
increasingly merge with
hospitals and large health
systems, independent
oncologists are at a distinct
disadvantage in the pursuit
of new referrals.
Hospital and health system-affiliated physicians are
often bound by contractual obligations or other
directives to keep referrals in-house, significantly
limiting the pool of potential new patients.

3. While this presents a considerable
challenge, a recent survey* of
independent oncologists and
hospital-affiliated referrers
concluded that independent practices
can compete for new referrals.
Key Study Findings:
• The two primary factors that influence hospital-based referrers
when considering independent oncologists are patient request and
geographic convenience.
• Payers are expected to play a larger role in the process going forward.
• Quality service is a foundational element of increasing hospital-
affiliated referrals.
• Patient satisfaction supported by endorsements and consistent
communication with the original referrer are essential.
*Xcenda®, a strategic healthcare consultancy and part of AmerisourceBergen, conducted a total of 17 in-depth telephone interviews among 12 independent
oncologists and five affiliated referrers (family medicine, internal medicine, urology, obstetrics/gynecology). Eleven oncologists claimed to be receiving referrals
from affiliated referrers. For contrast, one oncologist who had just made the decision to affiliate with a hospital was interviewed. The five referrers represented a
spectrum relative to the degree with which they referred patients to independent oncologists.

4. A Strategy for Success
Based on this, independent practices
can compete for new referrals by
implementing a four-pronged strategy
that comprises:
1
3
4
2 Outreach
Convenience
Cost Considerations
Excellent Service

5. 1 Excellent Service
Oncology practices can improve referrals with a multidimensional
dedication to service that includes:
Outstanding Patient Care
Driving value in your practice with patient-centered care. When primary care physicians
receive positive feedback from their patients, they are inclined to refer more.
Quick Turnaround
In some practices, patients (who are often anxious about their cancer diagnosis) are
seen within 24 hours.
Referrer Communication
Informing the referring physician about the patient’s initial treatment plan and ongoing
care. Additionally, non-oncological care is transferred back to the referrer instead of
being assumed by the oncology practice.

6. We go above and beyond for
the patient.We provide excellent
service in a timely manner.
Routinely, we see patients the same
day or within 24 hours.
— Independent Oncologist
1 Excellent Service

7. In my experience, the more a practice
communicates with a referrer on the
patient diagnosis, the proposed treatment
plan, keeps the referring physician apprised
of the ongoing progress, etc., the more
comfortable the referrer is with
sending patients to you. Keeping the
lines of communication open builds trust
and results in a more clinically coordinated
experience for the patient.
John Dodd
Director, Business and Clinical Consulting
ION Solutions
1 Excellent Service

8. 2 Outreach
A common observation is that physicians refer to specialists they know personally or
by reputation.1
Independent oncology practices can deploy a number of outreach
strategies to generate awareness and familiarity/comfort among referrers.
Hospital Presence
Serving on tumor boards at local hospitals helps oncologists establish a reputation and maintain a
level of familiarity and confidence with referring physicians.
Referrer Meetings
Some oncologists conduct monthly or quarterly dinners with referrers to strengthen relationships.
One oncologist reported taking off two weeks each year during the holiday season to visit with
referrers in person.
1. . https://health.usnews.com/health-news/patient-advice/articles/2016-04-07/whats-behind-that-medical-referral
Community Involvement
Practices might consider sponsoring or being involved in community events, such as charity runs
for breast cancer.
Advertising and Promotion
Being proactive with social media – Facebook, Twitter, LinkedIn etc. – helps some practices increase
referrals. These channels are an excellent means of promoting physicians’ accomplishments and
community service to help patients feel they’re being referred to a person, not just a practice.

9. I have professional and personal
relationships with physicians. I serve
on tumor boards and consult at the
hospital. It’s my connections and my
reputation that generate referrals.
— Independent Oncologist
2 Outreach

10. While the relationship with referring
practices is a crucial part of any practice’s
growth strategy, do not underestimate
the power of an impactful patient-
facing promotional effort. You have
the ability to educate and establish
trust with patients, their families and
even referrers if you connect the right
message at the right time using high-
impact, low-cost promotional vehicles.
Shea Joyner Prevost
Vice President, Marketing
Specialty Physician Services
2 Outreach

11. 3 Convenience
Providing convenience for a patient who must both deal with a cancer diagnosis
and make frequent trips related to their treatment cannot be overvalued.
One-stop Shop
Practices that offer the convenience of multiple amenities – radiological services
along with chemotherapy treatment and in-office dispensing, for example – often
see increased referral frequency.
Location, Location, Location
Geographic proximity can make an independent oncology practice more attractive
to a hospital referrer. Oncologists report receiving hospital referrals based on their
proximity to a patient who is not conveniently located near a hospital-affiliated
oncology practice. Multiple and/or satellite locations can help in this regard.

12. We will take care of everything
[taking the load off of the referrer]. We
work very hard. Let me do all the work
and I can get it done faster. Of course
we keep the referrer in the loop.We
don’t circumvent them.
— Independent Oncologist
3 Convenience

13. We know now that patients are
consuming healthcare and making
decisions about care providers in
ways that were uncommon in the
past. Practices need to provide
conveniences to the patient and
their caregivers in order to be the
oncology practice of choice. Having
services such as in-office oral dispensing
is a good step in fulfilling that role for
the patient.
Lisa Harrison
Vice President, Practice Business Solutions
Specialty Physician Services
3 Convenience

14. In a survey by the Advisory Board Company, the six services
cancer patients said were most valuable to them during their
care were all related to convenience and coordination2
:
2. https://www.advisory.com/research/oncology-roundtable/expert-insights/2015/10-insights-cancer-patient-survey
All of my care
takes place in
one building
Specialized symptom
management
One point of
contact to help me
understand my care
Multidisciplinary
care clinics
Nurse phone line for
help with symptoms
Online portal to
view test results,
contact care team
3 Convenience

15. 4 Cost Considerations
Because of their volume, hospital systems can negotiate better reimbursement
plans. It is important for independent oncologists to find ways to compete from a
patient cost perspective.
Accepting More Insurance Plans
Patients tend to follow their insurance coverage. Accepting a wide variety of plans,
particularly those that a hospital does not, will increase referral opportunities.
Stay Attractive to Payers
As they seek to reduce costs, health plans are becoming more involved in the referral
process. Independent oncologists can stand out by providing more comprehensive
patient management in order to reduce adverse events and readmissions.

16. — Independent Oncologist
Payers are playing more of a role
in the referral process and they are
looking for a decrease in cost.
We will have to manage everything,
even hydrations, keeping patients
out of the ER to reduce costs.
4 Cost Considerations

17. To compete at the payer level,
an oncology practice needs to
understand its market and its own
strengths and weaknesses, and
strengthen its commitment to value-
based care. Delivering high quality,
cost-effective, patient-centered care
– with supporting data to back it up –
will simplify negotiations with payers and
potentially increase reimbursement rates.
Natasha Clinton
Director, Quality Programs
ION Solutions
4 Cost Considerations

18. Practices should use up-to-date, actionable data to inform and
support referral strategy. A business intelligence tool like InfoDive®
,
offered by ION Solutions can help a practice focus efforts on these
best practices:
Excellent Service
InfoDive® identifies opportunities to
improve care coordination, increase
the quality of care delivered and lower
the overall costs of patient care.
Convenience
InfoDive’s patient demographics also
can help practices target promotional
efforts. Understand what specific
areas you are pulling from to target
patient promotional efforts.
Outreach
Knowing where to focus your
outreach efforts is key to being
successful with your referral strategy.
Analyze referral data to easily identify
the physicians who are referring and,
equally important, who are not.
Cost Considerations
Revenue cycle challenges become
easier as the practice can view
reimbursement, zero paid, contract
performance, A/R, etc. Then use
robust financial reporting for payer
negotiations.

19. True leaders. True innovators. True partners.
ION Solutions is committed to helping community
oncology practices provide efficient, high-quality care.
Our exclusive suite of technology and services solutions
is dedicated to the success and longevity of independent
community oncology practices.
To learn how ION Solutions’ consultants can help
independent oncology practices increase referrals, visit
www.iononline.com.