By: Susan Boydell
You’ve gone out into the field, talked with physicians, compiled actions steps and presented a volume of viable suggestions to leadership… And nothing happens. Now what?
To make sure you don’t find yourself in that “Now what?” position, it’s important to share your findings and actions plans with decision makers throughout the process. Presenting volume results at the end can leave leadership skeptical about how their physician relations really affected their overall results. That’s why it’s important to regularly share information. This approach gives you multiple opportunities to help leadership connect the dots between activity and results.
When (and how) you present your findings and results is critical in gaining leadership’s buy-in. If you’ve ever tried to make a point to someone who’s looking at the clock, you know it’s important to find the right time and be concise. Write the presentation and get out the red pencil. Remember that if you want something to stand out, repeat it. Here are some ideas to help you share at each of the traditional steps in the referral development process:
Step 1: Target physician selection
Step 2: Strategy/opportunity identification
Step 3: Action steps
Step 4: Results achieved
Step 1: Step 1: Target physician selection
- List the target physicians you selected with a single sentence that describes why you selected them as a target.
- Include volume trend data for each physician, especially if they have flat or declining volume.
Step 2: Step 2: Opportunity identified
- Follow your discovery work and describe the opportunity you’ve identified.
- Quantify the volume impact you expect including what could be lost if nothing is done.
Step 3: Step 3: Action steps
- Be specific about exactly what you intend to do – number of PCP visits and referrals expected, process improvements to implement.
- Document the outcome from your activity. This will require timely and consistent follow-up with your offices.
Step 4: Step 4: Results achieved
- Document your results every step of the way – new referrals, volume increases.
- Document results that were less than expected. This can be a learning opportunity, especially if you identified a new barrier.
Follow these suggestions and you’ll better educate leadership on how the referral development process works, gain their buy-in and prove the value you add to their organization.