Marketing Your Joslin Diabetes Center to Primary Care Physicians

1. Marketing Your Joslin Diabetes Center to Primary Care Physicians Allison McCarthy Principal

2. Overview • Referral relationship trends • Marketplace issues • Referring physician expectations • Referral growth • Approach • Strategy • Accountabilities • Internal integration • Operational systems • Staff involvement • Next steps

3. Relationship Realities • Relationships are more volatile • Financial and quality issues share center stage • Different physicians require different strategies • Physicians have high expectations of their peers • Referral management practices an assumed learning • Physician morale, future shortages are reality • Past success is not an assurance of future success

4. Endocrine ReferralsReality for 2010 and Beyond • Different practice models • Fewer PCPs • Varying perspectives – who manages what • Old vs. Young dichotomy • More Staff = More management = More “other duties” • Clutter • Opportunity to target the “right patients” for the practice

5. Referring Physician Expectations • Accessibility • Appointments • Consults – inpatient and outpatient • Expertise • Communication • Pre-consult and post consult • During treatment • At treatment completion • Recognition of Role • Referral source • Care manager • Expert – overall patient • Trust • Interest in their needs • Return the patient • Quality treatment • Patient satisfaction

6. Building Referrals • What do you need? • Is your preference to build: • Patient-driven referrals • Referrals from colleagues • Just shift patient type • All? • Are you prepared to accept new business? • Why have you not had more referrals from other physicians in the past? • Is care going unmanaged? Why? • Who will you need to take the business from? • What is the best approach to get that done?

7. Characteristics of Winners • Focused • Ability to deliver based on THEIR needs • Approach that recognizes the expectations of the referring physician • Talk to me • Make it easy to get patients to you for car • Value my role • Internal support • Administrative staff • Other clinical providers • Consistency • Sees their referral relationships as integral to the practice • Measurable outcomes

8. Referring Physician Targeting • Research • Current referral sources • Potential referral sources • Prioritize prospects • Local and regional • IM, FM, Pedi, OBG, Other • Simple vs. complex • Uncover existing referral source • Local practice • Leakage out of community • Unmet needs • Design approach

9. Face-to-Face • Three must-haves • Necessity • Affordability • Accessibility • Provide added value • New insights • Patient management resources • Differentiate what you offer • Set expectations on referral process • Know what you want . . . ask

10. Other Considerations • Recognize where your office staff can and cannot assist • Communication practices – calls, letters, faxes – you decide by do something! • Hospital inpatient vs. office based patient management • Hospitalists and PCPs • Nursing/midlevel providers • Tracking systems • Follow-up really happens • Trend referrals by physician/practice • Review by patient zip code/extrapolate

11. Communication Standards • Ensure patient registration captures • Referring physician name • Address, telephone , fax number, email • Prior to outpatient visit, get background on patient • Prevent “you” vs. “PCP” position • Positions PCP as care partner • Post consult • Inform on treatment plan – tests, medications, other referrals • During treatment – share significant changes • Post treatment – send thank you for referral

12. Sample Letter Date Provider’s Name Address City, State Zip RE: (patient’s name) Findings: Diagnosis: Treatment Plan: Thank you for your referral. Sincerely, Your Name

13. Sample Referral Slip To: ___________________________ Date: ______________ ___________________is being referred to you for _________ Please keep me informed via  Telephone  Fax  Email Thank you for seeing this patient. (Referring Provider Name) Thank you for your referral. Sincerely, Your name

14. Involvement of Your Staff • Seen as insiders – emulate your desires • Administrative staff • Capture referral source • Record pcp even if patient self referred • Schedule appropriately • Send referral communications • Clinical staff • Hospital and practice nursing relationships • Connections with referral coordinators • Telephone and face-to-face • Handouts/forms • Keep good documentation for progress reports • Conduct educational or in-service sessions

15. Don’t Forget Referral Source Staff • Copies of brochures, maps, referral pads, schedules, etc… • Thank you notes/gifts • Holiday acknowledgements • Payer participation updates • Exceptional responsiveness to requests

16. Other Areas Worth Mentioning • Patient-focused marketing • Media activity/PR events • Web strategies • Hospital referral lines • Committees and meetings • Managed innovation • Competition

17. Next Steps • Clarify referral source expectations – make adjustments • Retention of existing referrals • Development of new business • Establish consistent approach to communication • Take care of their needs – access, education, availability • Take advantage of the Joslin name recognition • Review with clinic staff – understand its important • Track, trend, and monitor

18. Red Flags • Perception – stealing patients • Follow-up is inconsistent • Delays in scheduling patients • Sending the wrong message • Telling patient PCP diagnosis was wrong • Talking like an expert vs. peer-to-peer • Decisions about care are made without referring physician participation • Lack of availability when treatment is unsuccessful • Referral sources stop referring

19. Market Share Mind Share Marketing Achievement Name Recognition Preference Re-Use Positive Word of Mouth Top of Mind Awareness Use

20. Top Ten Things to Successful Referral Growth 10. Affiliate with Joslin 9. Let referral sources know your practice is open 8. Consider web site section designated for referral sources 7. Share useful articles/ case studies 6. Offer educational sessions – visibility is key 5. Provide easy-to-use referral tools, i.e. pads, forms, etc… 4. Build strong referral communication practices 3. Ensure consistent access to patients and referral sources 2. Develop a culture that embraces referrals 1. Provide great care!

21. Thanks! Allison McCarthyPrincipal, Barlow/McCarthy (508) 394-8098 • amccarthy@barlowmccarthy.com