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Physician referrals remain an important driver of patient volume, but the relationship with referring providers is inherently tricky. This past April, Paula Frey, GLC's 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 presentation took place at the 2013 Association of American Medical Colleges Group Institutional Advancement conference in Hollywood, Florida. Learn more about Univ. of Michigan Healthy System's Colleagues in Care custom magazine program: http://glcdelivers.com/our-work/university-of-michigan/
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AAMC – GIA Conference 2013
How to Keep Your Medical Staff Close and Your Referring Physicians Closer Presented by University of Michigan Health System and GLC Custom Media
Agenda
› Introduc+ons › UMHS Physician Rela+ons Challenge › Physician Survey Data and Outcomes › Referring Physician Communica+ons Plan › The New Colleagues In Care › Program Goals › Media and Content PlaDorm › Redesign › Metrics
The University of Michigan Health System Strategic DirecAon
› UMHS more than any organiza7on in Michigan relies on distant referrals for success
› UMHS must engage physicians and health systems throughout the state to ensure we remain the preferred referral center in Michigan
Competition in Michigan Markets
The University of Michigan Health System Physician RelaAons Program
› Program and Func7onal Overview › UMHS implemented a comprehensive
ins+tu+onal referring physician communica+on services program model in 1986.
› Department goals are to: › Capitalize on all poten+al referrals › Counterbalance marke+ng efforts of compe+tors › Retain long term referral rela+onships › Compensate for narrowing profit margins by promo+ng increased referrals per referring physician
› Develop a referring physician communica+on plan
The University of Michigan Health System Physician RelaAons Program
› Current Environment › 37,000 licensed providers in the state of Michigan. › 22,000 physicians are ac+ve referrers to UMHS (60%). › Referring physician survey suggested poor communica+ons as being among the most frustra+ng difficul+es when trying to access the resources and physicians of the Health System.
“I don’t refer to a clinic, I refer to your physicians” “Share your knowledge – treat us as colleagues”
2009 Referring Physician Survey & Findings
Preferences for Mode of Communica+on about MaZers Other than Pa+ent Informa+on
2009 Referring Physician Survey & Findings
Preferences for Mode of Communica+on about MaZers Other than Pa+ent Informa+on
AcAon Plan Based on survey responses, UMHS created a quarterly,
12-‐page newsleZer to reach referring physicians in 2009.
Original newsletter
In-house Redesigned newsletter
Crea7ng the NEW Colleagues In Care with GLC
UMHS’ Challenges and Needs › UMHS was struggling to execute the
publica+on on +me.
› The content strategy needed focus.
› A digital presence was desired to easily view rich media.
› UMHS wanted to reach pediatricians with targeted content to support the new women’s and children’s hospital.
“We need to raise the bar”
Magazine/ Versions
Digital Magazine
E-‐newsleZer Exclusive Content (webinars, video, podcasts)
Social Media
Targeted/Versioned E-‐newsleZer
Mobile Apps
Determining the Right Content Strategy
› Redesign the magazine and enhance the content to beZer support the marke+ng and communica+ons goals at UMHS
› Deliver the adult physician version quarterly and the pediatric version bi-‐annually
› Add a new magazine website to build engagement and introduce rich media opportuni+es
› Con+nue promo+ng 800-‐962-‐3555 for direct pa+ent referrals 24/7
New Approach
Content PlaMorm
Cover The cover of Colleagues in Care engages clinical audiences through the use of deliberate messaging and custom imagery. It posi+ons UMHS as a leader and posi+ons the magazine as a “must read.”
Of Note This sec+on features several short ar+cles that introduce readers to
topics that demonstrate the excellence of UMHS, announcements and news and offer +ps for working with UMHS.
Cover Story
A pa+ent-‐focused feature story that explains how a cuhng-‐edge treatment, test or other clinical protocol unique in the region to UMHS or pioneered at UMHS benefited a pa+ent. The goal is to highlight the unique care available at UMHS.
Content PlaMorm
Discoveries Recently published or soon-‐to-‐be published research completed at UMHS including short sidebars and pullouts that profile lead researchers and visually explain results. This sec+on posi+ons UMHS as one of the top academic and research medical centers in the country and how the research is translated to pa+ent care.
New Research
Upcoming studies and clinical trials at UMHS currently now enrolling pa+ents and other promising new or ongoing research. Explain how and why UMHS is on the leading edge of medicine.
Back Cover
M-‐LINE ad to ensure physician connec+ons, rela+onship development and referrals.
Colleagues In Care – Adult Magazine
Colleagues In Care – Pediatrics Magazine
Colleagues In Care – Magazine Interiors
Colleagues In Care -‐ Companion Websites
Adult Medicine Version
Pediatric Medicine Version
Ar+cle Page
Rich Media: Video
Doctor Profile
Infographic Sidebar
Landing Page
Colleagues In Care – Website InteracAves
Magazine Awards
Gold Award -‐ Best New NewsleZer Design
Bronze Award – Physician Referral Program
› Reader survey completed with Fall adult medicine issue › On a scale of 1-‐9 (9 high), 80% of respondents rated the value of the
magazine between 6-‐9. Of this 80%, over 50% of respondents rated the value as 8/9.
› On a scale of 1-‐9 (9 high), 50% of respondents rated overall magazine content as an 8/9.
2012 Reader Feedback
› Reader survey completed with Fall adult medicine issue › 96.2% of respondents recommend that UMHS con+nues to provide
Colleagues in Care.) followed by email with link to website (15% avg.), followed by E-‐newsleZer (11% avg.)
2012 Reader Feedback
› Reader survey completed with Fall adult medicine issue › Physician preference for print:
› 84.6% of respondents are print-‐only readers. 15.4% have reviewed the magazine online.
› Respondents prefer print for all Health System communica+ons (70% avg.) followed by email with link to website (15% avg.), followed by E-‐newsleZer (11% avg.)
2012 Reader Feedback
Engagement Metrics – Adult Microsite AnalyAcs
Engagement Metrics – Peds Microsite AnalyAcs
Thank You!
Paula Rosenberg Frey Senior VP, Marke+ng & Client Services [email protected] 847.205.3062
Josie Aguirre Director of Physician Rela+ons
& Communica+ons [email protected]
734.763.6703
