By: Susan Boydell | sboydell@barlowmccarthy.com
When it comes to measuring the impact of your field efforts, having access to data is crucial. That said, one of the biggest complaints from field teams is the lack of accurate, timely referral data. Therein lies the challenge.
Teams have taken on the challenge and made some progress, primarily through refinements in EHR referral source documentation, but we still have a way to go. What do we do in the meantime since demonstrating impact is front and center for most teams? The most significant impact measure is the ability to connect field activity to actual volume increases, but don’t forget about the value of field intelligence. Alternative methods and approaches can be used to gauge the full effect of field efforts, even in the absence of timely, robust data.
One approach to measuring sales impact when data is limited is through “qualitative” analysis. This involves gathering informal “data” from referral sources or those who receive referrals, like your specialists. Let’s take for example, you are focused on growing one of your key surgeons and part of your field strategy includes introducing your specialist to several new referral sources. Work with your surgeon’s office staff to keep track of referrals from the offices you visited. It can be as simple as a tick mark on a spreadsheet when a referral comes in. You can also ask those new referral sources to text you when they make a referral. That allows for quick referral experience follow-up. “Qualitative” data gathering can provide real-time insights on referrals earned, satisfaction levels, and the overall effectiveness of your field strategies.
Gathering voice-of-customer (the physician) insights is an important physician relations value-add for internal leaders. Packaging those learnings to inform strategic decisions, process improvements and long-term growth initiatives can be just as valuable as actual referral data. Consider conducting surveys and interviews with referring physicians to understand better what influences referral decisions, feedback on the referral experience, and/or understanding expectations now and in the future, to name a few.
Additionally, analyzing external factors such as market trends, competitor activities, and economic indicators can provide valuable context for assessing sales impact. While this approach may not provide direct insights into field performance, it can help you understand the external conditions influencing referral results. Two big external factors affecting most teams are access struggles and tightened alignment. Quantifying the potential business lost or what lost business you have the opportunity to earn back is invaluable to forecasting future growth.
While data is essential for measuring field impact, alternative methods can be used when data is not readily available or doesn’t tell the whole story. Through qualitative methods, physician feedback, external analysis, and a willingness to think differently, physician relations teams can still gain valuable insights into the effectiveness of their field strategies and make informed decisions to drive even greater results.
Looking for help developing impactful results reporting? The Barlow/McCarthy team would love to help! To learn more send us an email at info@barlowmccarthy.com.