Physician referrals remain an important driver of patient volume, but the relationship with referring providers is inherently tricky. This past April, Paula Frey, Senior Vice President of Marketing & Client Services, co-presented “How to Keep Your Medical Staff Close and Your Referring Physicians Closer,” with Josie Aguirre, Director of Physician Relations and Communications at the University of Michigan Health System.
The panel discussion, moderated by Ellen Barron, Associate Vice President, Marketing and Communications, University of Iowa Hospitals and Clinics, took place at the 2013 Association of American Medical Colleges Group on Institutional Advancement conference in Hollywood, Florida.
The University of Michigan Health System and University of Iowa Health Care faced different challenges in their markets, but took a similar first step: listening to the referring providers to better understand their needs and objectives and what they desired from a relationship with the academic medical center.
The presentation explained how the University of Michigan Health System transformed an inconsistent clinic-by-clinic approach for communicating with physicians into a data-driven strategic communications plan that took both the health system’s and referring physicians’ needs into account.
Stay tuned for a follow-up webinar on strategic hospital communications. In the meantime, access the SlideShare of the presentation below, and view photos of the meeting on our Facebook page.