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The Digital Future of Physician Relations: Ohio Hospital Association Presentation

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This is Dan's presentation from the 2014 Annual Meeting of the Ohio Hospital Association.
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Lyle Green, MD Anderson Cancer Center Dan Dunlop, Jennings Engaging Your Most Important Audience: The Digital Future of Physician Relations Dan Dunlop, Principal Jennings Ohio Hospital Association 2014
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Page 1: The Digital Future of Physician Relations: Ohio Hospital Association Presentation

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

Page 2: The Digital Future of Physician Relations: Ohio Hospital Association Presentation

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”

Page 3: The Digital Future of Physician Relations: Ohio Hospital Association Presentation

Lyle Green, MD Anderson Cancer CenterDan Dunlop, Jennings

PHYSICIAN DISSATISFACTIONContext: Changes in the practice of medicine

32013 Physician Strategies Summit

Page 4: The Digital Future of Physician Relations: Ohio Hospital Association Presentation

Lyle Green, MD Anderson Cancer CenterDan Dunlop, Jennings 4

YET IT REMAINS OUR CHALLENGE

TO ENGAGE THEM.

Page 5: The Digital Future of Physician Relations: Ohio Hospital Association Presentation

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.

Page 6: The Digital Future of Physician Relations: Ohio Hospital Association Presentation

Lyle Green, MD Anderson Cancer CenterDan Dunlop, Jennings

Physician Adoption of Digital Communication & Social Media

(A Gradual Process)

Page 7: The Digital Future of Physician Relations: Ohio Hospital Association Presentation

Lyle Green, MD Anderson Cancer CenterDan Dunlop, Jennings

NEW OPPORTUNITIES THAT ACCOMMODATE THE PHYSICIAN LIFESTYLE & VALUES

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Page 8: The Digital Future of Physician Relations: Ohio Hospital Association Presentation

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.

Page 9: The Digital Future of Physician Relations: Ohio Hospital Association Presentation

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.

Page 10: The Digital Future of Physician Relations: Ohio Hospital Association Presentation

Lyle Green, MD Anderson Cancer CenterDan Dunlop, Jennings

Page 11: The Digital Future of Physician Relations: Ohio Hospital Association Presentation

Lyle Green, MD Anderson Cancer CenterDan Dunlop, Jennings

JMIR Study 2012

Page 12: The Digital Future of Physician Relations: Ohio Hospital Association Presentation

Lyle Green, MD Anderson Cancer CenterDan Dunlop, Jennings

QuantiaResearch; N = 4,032www.quantiamd.com

Page 13: The Digital Future of Physician Relations: Ohio Hospital Association Presentation

Lyle Green, MD Anderson Cancer CenterDan Dunlop, Jennings

Physician Relations Programs Using Digital Platforms & Tools

Page 14: The Digital Future of Physician Relations: Ohio Hospital Association Presentation

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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Page 15: The Digital Future of Physician Relations: Ohio Hospital Association Presentation

Lyle Green, MD Anderson Cancer CenterDan Dunlop, Jennings

CROWD SOURCING A SOLUTION

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Page 16: The Digital Future of Physician Relations: Ohio Hospital Association Presentation

Lyle Green, MD Anderson Cancer CenterDan Dunlop, Jennings

MEETING LYLE

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Page 17: The Digital Future of Physician Relations: Ohio Hospital Association Presentation

Lyle Green, MD Anderson Cancer CenterDan Dunlop, Jennings 17

Page 18: The Digital Future of Physician Relations: Ohio Hospital Association Presentation

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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Page 19: The Digital Future of Physician Relations: Ohio Hospital Association Presentation

Lyle Green, MD Anderson Cancer CenterDan Dunlop, Jennings 19

Page 20: The Digital Future of Physician Relations: Ohio Hospital Association Presentation

Lyle Green, MD Anderson Cancer CenterDan Dunlop, Jennings

Daily eNewspaper via Paper.li

Page 21: The Digital Future of Physician Relations: Ohio Hospital Association Presentation

Lyle Green, MD Anderson Cancer CenterDan Dunlop, Jennings

Page 22: The Digital Future of Physician Relations: Ohio Hospital Association Presentation

Lyle Green, MD Anderson Cancer CenterDan Dunlop, Jennings

COOPER UNIVERSITY HOSPITAL REFERRING PHYSICIAN MARKETING

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Page 23: The Digital Future of Physician Relations: Ohio Hospital Association Presentation

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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Page 24: The Digital Future of Physician Relations: Ohio Hospital Association Presentation

Lyle Green, MD Anderson Cancer CenterDan Dunlop, Jennings

Physician Microsite

Page 25: The Digital Future of Physician Relations: Ohio Hospital Association Presentation

Lyle Green, MD Anderson Cancer CenterDan Dunlop, Jennings

Print Publication

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Page 26: The Digital Future of Physician Relations: Ohio Hospital Association Presentation

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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Page 27: The Digital Future of Physician Relations: Ohio Hospital Association Presentation

Lyle Green, MD Anderson Cancer CenterDan Dunlop, Jennings 27

Page 28: The Digital Future of Physician Relations: Ohio Hospital Association Presentation

Lyle Green, MD Anderson Cancer CenterDan Dunlop, Jennings

Page 29: The Digital Future of Physician Relations: Ohio Hospital Association Presentation

Lyle Green, MD Anderson Cancer CenterDan Dunlop, Jennings

INTEGRATED DEPARTMENTAL WEB CONTENT

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Page 30: The Digital Future of Physician Relations: Ohio Hospital Association Presentation

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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Page 31: The Digital Future of Physician Relations: Ohio Hospital Association Presentation

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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Page 32: The Digital Future of Physician Relations: Ohio Hospital Association Presentation

Lyle Green, MD Anderson Cancer CenterDan Dunlop, Jennings

Tufts Medical Center

Page 33: The Digital Future of Physician Relations: Ohio Hospital Association Presentation

Lyle Green, MD Anderson Cancer CenterDan Dunlop, Jennings

Page 34: The Digital Future of Physician Relations: Ohio Hospital Association Presentation

Lyle Green, MD Anderson Cancer CenterDan Dunlop, Jennings

Page 35: The Digital Future of Physician Relations: Ohio Hospital Association Presentation

Lyle Green, MD Anderson Cancer CenterDan Dunlop, Jennings

Page 36: The Digital Future of Physician Relations: Ohio Hospital Association Presentation

Lyle Green, MD Anderson Cancer CenterDan Dunlop, Jennings

Page 37: The Digital Future of Physician Relations: Ohio Hospital Association Presentation

Lyle Green, MD Anderson Cancer CenterDan Dunlop, Jennings

Page 38: The Digital Future of Physician Relations: Ohio Hospital Association Presentation

Lyle Green, MD Anderson Cancer CenterDan Dunlop, Jennings

Page 39: The Digital Future of Physician Relations: Ohio Hospital Association Presentation

Lyle Green, MD Anderson Cancer CenterDan Dunlop, Jennings

Page 40: The Digital Future of Physician Relations: Ohio Hospital Association Presentation

Lyle Green, MD Anderson Cancer CenterDan Dunlop, Jennings

Static Physician Profiles: Replace with Video

Page 41: The Digital Future of Physician Relations: Ohio Hospital Association Presentation

Lyle Green, MD Anderson Cancer CenterDan Dunlop, Jennings

Signature Physician Campaign

Page 42: The Digital Future of Physician Relations: Ohio Hospital Association Presentation

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.

Page 43: The Digital Future of Physician Relations: Ohio Hospital Association Presentation

Lyle Green, MD Anderson Cancer CenterDan Dunlop, Jennings

Page 44: The Digital Future of Physician Relations: Ohio Hospital Association Presentation

Lyle Green, MD Anderson Cancer CenterDan Dunlop, Jennings

Page 45: The Digital Future of Physician Relations: Ohio Hospital Association Presentation

Lyle Green, MD Anderson Cancer CenterDan Dunlop, Jennings

Page 46: The Digital Future of Physician Relations: Ohio Hospital Association Presentation

Lyle Green, MD Anderson Cancer CenterDan Dunlop, Jennings

Your New Cardiologist?

Page 47: The Digital Future of Physician Relations: Ohio Hospital Association Presentation

Lyle Green, MD Anderson Cancer CenterDan Dunlop, Jennings

Page 48: The Digital Future of Physician Relations: Ohio Hospital Association Presentation

Lyle Green, MD Anderson Cancer CenterDan Dunlop, Jennings

Video Content Leveraged

• Numerous platforms:– Microsite– YouTube– Facebook– Google+– Vimeo

• Cross promotion on Pinterest and Twitter.

Page 49: The Digital Future of Physician Relations: Ohio Hospital Association Presentation

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

Page 50: The Digital Future of Physician Relations: Ohio Hospital Association Presentation

Lyle Green, MD Anderson Cancer CenterDan Dunlop, Jennings

Where will physician relations go in the future?

Page 51: The Digital Future of Physician Relations: Ohio Hospital Association Presentation

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

Page 52: The Digital Future of Physician Relations: Ohio Hospital Association Presentation

Lyle Green, MD Anderson Cancer CenterDan Dunlop, Jennings

The Digital Future

Page 53: The Digital Future of Physician Relations: Ohio Hospital Association Presentation

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?

Page 54: The Digital Future of Physician Relations: Ohio Hospital Association Presentation

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?

Page 55: The Digital Future of Physician Relations: Ohio Hospital Association Presentation

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.

Page 56: The Digital Future of Physician Relations: Ohio Hospital Association Presentation

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.

Page 57: The Digital Future of Physician Relations: Ohio Hospital Association Presentation

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

Page 58: The Digital Future of Physician Relations: Ohio Hospital Association Presentation

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.

Page 59: The Digital Future of Physician Relations: Ohio Hospital Association Presentation

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

Page 60: The Digital Future of Physician Relations: Ohio Hospital Association Presentation

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.

Page 61: The Digital Future of Physician Relations: Ohio Hospital Association Presentation

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.

Page 62: The Digital Future of Physician Relations: Ohio Hospital Association Presentation

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.

Page 63: The Digital Future of Physician Relations: Ohio Hospital Association Presentation

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.

Page 64: The Digital Future of Physician Relations: Ohio Hospital Association Presentation

Lyle Green, MD Anderson Cancer CenterDan Dunlop, Jennings

Page 65: The Digital Future of Physician Relations: Ohio Hospital Association Presentation

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.

Page 66: The Digital Future of Physician Relations: Ohio Hospital Association Presentation

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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