By Kriss Barlow, MBA, RN
The right model is essential. It includes positioning in the organization; the leverage needed to be effective internally and with the doctors and it assists the program leader in focusing the field talent in the right direction. While it is always a combination of objective and subjective information that moves you to understand current position, ask yourself these questions.
Have the organization’s needs shifted in the last several months?
- Does the organization need the physician relations team to
- continue to grow referrals
- grow only a select type of referrals
- attract groups to join in a discussion about employment
- discuss ACO and clinical integration opportunities
- Listen to issues and respond to them
- Is the program getting the right level of internal traction
- The team is apprised of strategic changes and conversations with the medical staff
- The team is central to hearing issues and responding to them
- The team is seen as the growth arm for the organization
- Is the organization making changes in their communication to the medical staff?
- Are new individuals taking a stronger role in conversations with the medical staff
At the end of the questions you likely have a sense of the current and desired role for the relations/liaison team moving forward. The field needs are very dependent on where your organization sits in the market and they drive the model you need for the future.
If you do not have the internal traction you desire, it is important to learn what is needed and to get results based on their needs. This is not always easy but essential.
If you are moving into more clinical integration, it is important that the field team get immersed in the right level of clinical conversation to advance this strategy.
How do you re-invent your role for the future?
- It starts with defined outcome
- Team members need to understand that the “bus is leaving the station.” Buy in and movement in the new direction is essential
- Give yourself permission to test new areas, to try new messages, to target new physicians
- Track and measure what you accomplish
- Report your results in a format that demonstrates impact in the direction the leaders expect.
Did we get you thinking? If you have more questions we’re happy to talk through this with you. Send a note to kbarlow@barlowmccarthy.com to set up a complimentary time to talk with her or a member of the team.