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Lyle Green, MD Anderson Cancer CenterDan Dunlop, Jennings
Engaging Your Most Important Audience: The Digital Future of Physician Relations
Dan Dunlop, PrincipalJennings
Ohio Hospital Association 2014
Lyle Green, MD Anderson Cancer CenterDan Dunlop, Jennings 2
The Physicians’ Perspective (The Physician Foundation)
• 78% of physicians said medicine is either “no
longer rewarding” or “less rewarding”
Lyle Green, MD Anderson Cancer CenterDan Dunlop, Jennings
PHYSICIAN DISSATISFACTIONContext: Changes in the practice of medicine
32013 Physician Strategies Summit
Lyle Green, MD Anderson Cancer CenterDan Dunlop, Jennings 4
YET IT REMAINS OUR CHALLENGE
TO ENGAGE THEM.
Lyle Green, MD Anderson Cancer CenterDan Dunlop, Jennings
PHYSICIAN SATISFACTION REPORT
5
“Intellectual stimulation” and “professional/collegial relationships” were
rated as things physicians find satisfying about practicing medicine.
Evidenced by the rise and popularity of physician-only online networks:
Sermo, Doximity, Medscape, etc.
Lyle Green, MD Anderson Cancer CenterDan Dunlop, Jennings
Physician Adoption of Digital Communication & Social Media
(A Gradual Process)
Lyle Green, MD Anderson Cancer CenterDan Dunlop, Jennings
NEW OPPORTUNITIES THAT ACCOMMODATE THE PHYSICIAN LIFESTYLE & VALUES
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Lyle Green, MD Anderson Cancer CenterDan Dunlop, Jennings
Physician Adoption of Digital Communication & Social Media
• Journal of Medical Internet Research (JMIR)• 2012 Research Study: Understanding the Factors That
Influence the Adoption and Meaningful Use of Social Media by Physicians to Share Medical Information
• Survey was distributed via email to a random sample of 1695 practicing oncologists and primary care physicians.
• 117 of 485 (24.1%) of respondents used social media daily or many times daily to scan or explore medical information
• 69 of 485 (14.2%) contributed new information via social media on a daily basis.
Lyle Green, MD Anderson Cancer CenterDan Dunlop, Jennings
Physician Adoption of Digital Communication & Social Media
• 2012 Research Study: JMIR• Weekly or more, 61.0% scanned and 46.0%
contributed. • 57.5% perceived social media to be beneficial,
engaging, and a good way to get current, high-quality information.
• 57.9% stated that social media enabled them to care for patients more effectively, and 60.0% stated it improved the quality of patient care they delivered.
Lyle Green, MD Anderson Cancer CenterDan Dunlop, Jennings
Lyle Green, MD Anderson Cancer CenterDan Dunlop, Jennings
JMIR Study 2012
Lyle Green, MD Anderson Cancer CenterDan Dunlop, Jennings
QuantiaResearch; N = 4,032www.quantiamd.com
Lyle Green, MD Anderson Cancer CenterDan Dunlop, Jennings
Physician Relations Programs Using Digital Platforms & Tools
Lyle Green, MD Anderson Cancer CenterDan Dunlop, Jennings
RESEARCH FOR COOPER UNIVERSITY HOSPITAL ASSIGNMENT & WRITING AN INDUSTRY ARTICLE
• Create an integrated marketing plan targeting referring physicians (employed and community-based)
• Review of best practices• Crowd sourced healthcare marketers using LinkedIn
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Lyle Green, MD Anderson Cancer CenterDan Dunlop, Jennings
CROWD SOURCING A SOLUTION
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Lyle Green, MD Anderson Cancer CenterDan Dunlop, Jennings
MEETING LYLE
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Lyle Green, MD Anderson Cancer CenterDan Dunlop, Jennings 17
Lyle Green, MD Anderson Cancer CenterDan Dunlop, Jennings
LEADING TRENDS & BEST PRACTICES
Best Practices: MD Anderson, University of Michigan Health System, Rush University Medical Center, Mayo Clinic, UW Health, etc.– Comprehensive online resources
– Referring physician web portal
– Extensive use of video to “introduce” physicians
– Experimentation with social media and physician blogs
– Continuing reliance on thoughtfully produced newsletters
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Lyle Green, MD Anderson Cancer CenterDan Dunlop, Jennings 19
Lyle Green, MD Anderson Cancer CenterDan Dunlop, Jennings
Daily eNewspaper via Paper.li
Lyle Green, MD Anderson Cancer CenterDan Dunlop, Jennings
Lyle Green, MD Anderson Cancer CenterDan Dunlop, Jennings
COOPER UNIVERSITY HOSPITAL REFERRING PHYSICIAN MARKETING
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Lyle Green, MD Anderson Cancer CenterDan Dunlop, Jennings
NEED FOR AN ENHANCED PHYSICIAN MARKETING EFFORT
• Losing patients to lesser programs in NJ
• Control leakage from Cooper physicians
• Need to build stature of Cooper physicians and leading programs
• Build awareness of Cooper’s depth and expertise in specific services
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Lyle Green, MD Anderson Cancer CenterDan Dunlop, Jennings
Physician Microsite
Lyle Green, MD Anderson Cancer CenterDan Dunlop, Jennings
Print Publication
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Lyle Green, MD Anderson Cancer CenterDan Dunlop, Jennings
SOUTH JERSEY MEDICAL REPORTEDITORIAL CONTENT PLAN
• Clinical Care Updates• Colleague Corner• New Medical Staff
Profiles• Resources• Upcoming CME’s• Clinical Trials
• Advances in Medicine & Technology
• Blog Post Excerpts• Cooper News• Updates on Cooper
Medical School
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Lyle Green, MD Anderson Cancer CenterDan Dunlop, Jennings 27
Lyle Green, MD Anderson Cancer CenterDan Dunlop, Jennings
Lyle Green, MD Anderson Cancer CenterDan Dunlop, Jennings
INTEGRATED DEPARTMENTAL WEB CONTENT
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Lyle Green, MD Anderson Cancer CenterDan Dunlop, Jennings
South Jersey Medical Report
Publication
SJMRWebsite
Physician Videos & Podcasts
Social Media
Physician Visits
Media Relations
Web Content
SJMRRadio
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Lyle Green, MD Anderson Cancer CenterDan Dunlop, Jennings
FIRST YEAR RESULTSResearch Findings• Non-Cooper PCP’s willing to refer for Cancer Care
o46% pre-campaigno77% end of year one
• Non-Cooper PCP’s willing to refer for Heart Care o59% pre-campaigno77% end of year one
• Non-Cooper PCP’s willing to refer for Neurosciences o47% pre-campaigno75% end of year one
• Non-Cooper PCP’s willing to refer for Orthopedics o74% pre-campaigno69% end of year one
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Lyle Green, MD Anderson Cancer CenterDan Dunlop, Jennings
Tufts Medical Center
Lyle Green, MD Anderson Cancer CenterDan Dunlop, Jennings
Lyle Green, MD Anderson Cancer CenterDan Dunlop, Jennings
Lyle Green, MD Anderson Cancer CenterDan Dunlop, Jennings
Lyle Green, MD Anderson Cancer CenterDan Dunlop, Jennings
Lyle Green, MD Anderson Cancer CenterDan Dunlop, Jennings
Lyle Green, MD Anderson Cancer CenterDan Dunlop, Jennings
Lyle Green, MD Anderson Cancer CenterDan Dunlop, Jennings
Lyle Green, MD Anderson Cancer CenterDan Dunlop, Jennings
Static Physician Profiles: Replace with Video
Lyle Green, MD Anderson Cancer CenterDan Dunlop, Jennings
Signature Physician Campaign
Lyle Green, MD Anderson Cancer CenterDan Dunlop, Jennings
Campaign Components• Anchored by a microsite
– www.MySignaturePhysician.com (consumer)– www.SignatureMDExcellence.com (physician)
• Print and transit components – physician and consumer media (New England Journal of Medicine)
• Digital and Social Media elements• Internal Communications:
– Posters within physician offices and ambulatory facilities – Friday Flash newsletter– Posts on Intranet– Presentations for Monthly Manager’s Meeting, CEO Town Hall
Meetings, Clinical Directors Meetings, Department of Medicine Meeting and Family Practice Monthly Meeting.
Lyle Green, MD Anderson Cancer CenterDan Dunlop, Jennings
Lyle Green, MD Anderson Cancer CenterDan Dunlop, Jennings
Lyle Green, MD Anderson Cancer CenterDan Dunlop, Jennings
Lyle Green, MD Anderson Cancer CenterDan Dunlop, Jennings
Your New Cardiologist?
Lyle Green, MD Anderson Cancer CenterDan Dunlop, Jennings
Lyle Green, MD Anderson Cancer CenterDan Dunlop, Jennings
Video Content Leveraged
• Numerous platforms:– Microsite– YouTube– Facebook– Google+– Vimeo
• Cross promotion on Pinterest and Twitter.
Lyle Green, MD Anderson Cancer CenterDan Dunlop, Jennings
Production Process & Results• 60 MDs have been recorded to date
• Engagement significantly improved with former “nay-sayer” now promoting to peers
• Microsite traffic has doubled that of the “find a provider” section of website
• 8,650 page views in first three months. For comparison, the physician finder received a total of 4,053 visits in all of 2012
• Net gain of 23 physicians in first 16 months
• Significant growth in patient panels
Lyle Green, MD Anderson Cancer CenterDan Dunlop, Jennings
Where will physician relations go in the future?
Lyle Green, MD Anderson Cancer CenterDan Dunlop, Jennings
The Challenge Looking Forward• Improving Operational Efficiency and Value of
the Physician Relations program:– Exploring the future role(s) of the physician
relations specialist– Covering more ground with a limited number of
FTEs• Geographically• Physician specialties• New referral sources
Lyle Green, MD Anderson Cancer CenterDan Dunlop, Jennings
The Digital Future
Lyle Green, MD Anderson Cancer CenterDan Dunlop, Jennings
Question #1
• With health systems facing declining resources due to reductions in reimbursements, how can the reach of physician relations specialists be expanded, allowing them to more effectively form connections between faculty/medical staff and referring physicians?
Lyle Green, MD Anderson Cancer CenterDan Dunlop, Jennings
Questions 2 & 3
• How can physician relations programs stay ahead of the curve, anticipating the wider adoption of digital communications by physicians?
• How can physician relations teams use digital technologies to more readily support specific programs targeted for clinical growth?
Lyle Green, MD Anderson Cancer CenterDan Dunlop, Jennings
Physician Relations & Content Aggregation• Traditionally, this is what we’ve done.• Today, how can we do this more efficiently?• Aggregating content for digital distribution is
simply the evolution of that function. • In the digital future, the physician relations
team needs to become an aggregator and distributor of assets that are of value to referring physicians, by way of digital platforms.
Lyle Green, MD Anderson Cancer CenterDan Dunlop, Jennings
Content Aggregation• Physician relations site/blog/microsite as the portal to
information valued by community physicians.• The physician relations team, or one designated
member of the team, would be responsible for reaching out across the organization and establishing processes for receiving regular news and information updates from various departments and faculty.
• Topics that should be addressed are clinical trials, new faculty announcements, medical education, physician profiles, research, advances in care, and publications.
Lyle Green, MD Anderson Cancer CenterDan Dunlop, Jennings
LinkedIn Group for Content Aggregation & Distribution
• Platform trusted by physicians• Use daily eblast with abstract of discussions
and news items• Interactive platform allows for questions and
comments
Lyle Green, MD Anderson Cancer CenterDan Dunlop, Jennings
The Digital Physician Relations SpecialistTwo potential paths:1. Digital Communication becomes part of the
job function of the physician relations specialists.
2. The Physician Relations Department designates a digital content specialist who aggregates, disseminates and distributes digital content via social channels.
Lyle Green, MD Anderson Cancer CenterDan Dunlop, Jennings
Option 1• Through the use of social media, liaisons would
have the opportunity to engage a significantly larger pool of physicians on a daily basis.
• Physician relations specialists would need:– Social media training: HIPAA, Twitter, LinkedIn,
YouTube…– Familiarity with the organization’s social media
policies– Use of Third Party Apps for efficient distribution
Lyle Green, MD Anderson Cancer CenterDan Dunlop, Jennings
Option 1 Continued• Liaisons would take part in daily physician engagement
activities using Twitter. • Scheduling tweets, responding to direct messages from
physicians and office staff, acknowledging retweets, and retweeting news and information shared by medical staff/faculty.
• Familiarizing & training practice managers and community physicians on info available through digital platforms.
• Training practices on the use of digital platforms.• Distribute collateral for practices that promotes social
channels/resources for referring physicians.
Lyle Green, MD Anderson Cancer CenterDan Dunlop, Jennings
Option 2• Physician Liaisons must still learn more about
digital communications and social media, but aren’t daily practitioners.
• Liaisons spend time training and education community physicians and practice staff on ways to access expertise via digital platforms.
• One Digital Content Specialists handles the daily content aggregation, distribution and dissemination via social media.
Lyle Green, MD Anderson Cancer CenterDan Dunlop, Jennings
Virtual Physician Relations Office Visit• Involves the development of digital content that is
housed within an online platform, blog, or microsite and is easily accessed by community physicians.
• The content would include standard information that is typically and repeatedly shared by liaisons during in-person visits with physicians and their staff.
• Transition much of the information to video format. Quick 30 second clips that a physician or practice manager could access at his or her convenience.
Lyle Green, MD Anderson Cancer CenterDan Dunlop, Jennings
Video Content• Given the demands on the community physician,
the ability to meet a specialist via video and hear about advances in care becomes a very attractive option.
• TuftsMedicalCenter.TV example• Cooper’s South Jersey Medical Report• Signature Healthcare’s MySignaturePhysician.com• Integrate the promotion of that video content
through social channels.
Lyle Green, MD Anderson Cancer CenterDan Dunlop, Jennings
Lyle Green, MD Anderson Cancer CenterDan Dunlop, Jennings
Staying ahead of the digital physician trend
• Is there risk in moving the physician relations program down this digital continuum?
• Not as long as you recognize this is part of an integrated program
• Don’t throw the baby out with the bath water.• These digital platforms are not intended to
replace person-to-person contact.
Lyle Green, MD Anderson Cancer CenterDan Dunlop, Jennings
Dan Dunlop, PrincipalJennings
Email: [email protected]: @dandunlopLinkedin: www.linkedin.com/in/dandunlop/Blog: www.TheHealthcareMarketer.Wordpress.com
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