Beyond Physician Satisfaction:
Using Marketing Research to Drive
Physician Outreach Strategies
Presented by:
Julie Pokela, Ph.D.
Market Street Research
and
Cori Grant, M.S., MBA
Methodist Le Bonheur Healthcare
Workshop Objectives
To understand:
 How to use marketing research to understand
why physicians send patients to specific
hospitals.
 The key drivers for physician referrals.
 How to translate research results into strategies
that meet the needs of physicians and their
patients, and increase referrals.
2
Importance of Physician Outreach Strategies



Physicians are key gate-keepers for specialists
and hospitals.
Self-directed consumers are in the minority.
Even self-directed consumers seek advice from
their physicians in selecting specialists and
hospitals.
3
CASE STUDY:
LE BONHEUR CHILDREN’S
MEDICAL CENTER
4
Background on Le Bonheur








Based in Memphis, Tennessee
Leader in pediatric clinical care and research
Teaching facility for the University of Tennessee
Health Science Center
225 beds and 45 medical sub-specialties
Treated nearly 130,000 children in 2008
Largest pediatric brain tumor program in the U.S.
One of the most advanced pediatric epilepsy centers
in the country
The only pediatric cardiovascular program in the
region
5
Marketing Research
6
Context for Research



In 2006, Le Bonheur unveiled plans for $451 million
in new construction and renovation
With this expansion, Le Bonheur needed to
strengthen its position in the regional market
Because of the key role physicians play in directing
referrals, Le Bonheur wanted to understand how it
was perceived by referring physicians.
7
Research Methodology


Phase 1:
 Qualitative exploration of major factors driving
pediatric referrals in region
 In-depth telephone interviews with 10 referring
physicians
Phase 2:
 Quantitative analysis of referring physicians’
behaviors and attitudes
 Telephone interviews with 50 referring physicians
 Error rate ±8.1 to 13.4 percentage points
8
Key Drivers for Physician Referrals

Physicians strongly prefer to refer pediatric
patients to a children’s hospital rather than a
pediatric department in a larger hospital.
Children's
hospital
70.0%
Pediatric
dept
22.0%
No
preference
8.0%
9
Key Drivers for Physician Referrals (cont.)



Relationships with specialists:
 “They could try to get to know the primary care
doctors better—make an effort to meet people
and make it easier to make an appointment with
them.”
Communication with specialists:
 “Communication is poor—they don’t return phone
calls.”
Ease of making referrals:
 “Make it easier to refer—make sure we get followup on referrals . . . and numbers we can call
directly to get an appointment and to see them in
a timely manner.”
10
Key Drivers for Physician Referrals (cont.)

Availability of appointments:


“There is a long waiting period of less
complicated cases—the wait is too long.”
Speed of receiving discharge summaries:
 “I never receive feedback from physicians
regarding patients. Also, when I finally
receive feedback, it is too late.”
11
Use of Hospitalists

Referring physicians prefer to refer pediatric
patients to hospitals with hospitalists.
With
hospitalist
54.0%
No
preference
24.0%
Without
hospitalist
22.0%
12
Use of Physician Liaisons

Referring physicians who met with a physician
liaison are highly satisfied with their experience.
Very
satisfied
84.0%
Somewhat
satisfied
16.0%
13
Le Bonheur’s Strengths




Advanced technology and equipment.
Reputation and qualifications of its specialists.
Reputation for treating complex pediatric medical
problems.
Reputation for providing sensitive, child-friendly
care.
14
Le Bonheur’s Weaknesses



Communication from specialists.
Inconvenient location for patients and their families.
Ability to get appointments in a timely manner.
15
Use of Research Findings
To Drive Referrals
16
Goals Deriving From Research




Expand geographic presence.
Facilitate more timely appointments.
Improve communications with physicians.
Develop hospitalist program.
17
Expand Geographic Presence





Opened Le Bonheur Community Outreach clinic in
Tupelo, MS.
First use of Le Bonheur brand in a off-campus site.
Families can get consults from a variety of subspecialists.
Provides increased convenience for area families.
Invasive procedures are done at Le Bonheur
Children’s Medical Center.
18
Facilitate More Timely Appointments

Developed new transfer center for children who need
hospitalization.
 Physicians used to call physician services to
admit the child and the transfer center to arrange
transport.
 Physicians can now call one number to arrange
for admission and transport of children who need
hospitalization.
19
Facilitate More Timely Appointments (cont.)



Developed PACES program (Patient’s Access to
Excellent Care and Service) to improve access to
sub-specialists.
 Le Bonheur took ownership of process for making
appointments with sub-specialists.
 A referring physician faxes a form indicating the
patient’s problem and insurance information.
 Le Bonheur will get back to the referring physician
within 24 hours with an appointment.
The program started in 2007 with 5 physicians
booking about 65 appointments a month.
Currently, 38 to 40 physicians use PACES each
month to book 250 to 300 appointments
20
Facilitate More Timely Appointments (cont.)

Expanded access to Physician Services.
 Physician Services were offered during standard
business hours.
 Referring physicians can now contact the Transfer
Center after 5 PM, and on weekends and holidays
to receive immediate assistance.
21
Facilitate More Timely Appointments (cont.)

Developed partnership with independent practices to
recruit new physicians.
 The biggest barrier to timely appointments is lack
of capacity.
 Le Bonheur now partners with independent
practices to offer expertise in:
 Developing profiles for new physicians.
 Working with recruitment firms.
 Interviewing potential candidates.
22
Improve Communications with Physicians

Developed systems to ensure timely followup and discharge information.
 Improved systems for identifying referring
physicians
 Now identify referring physician on EMR
 Proportion of records missing referring
physician identification went from 16.2%
in 4/2009, when the program was
started, to 7.2% two months later.
23
Improve Communications with Physicians (cont.)

Developed systems to ensure timely follow-up and
discharge information (cont.).
 Discharge information can now be auto-faxed to
the referring physician.
 More physicians can now access patient records
at Le Bonheur online.
24
Improve Communications with Physicians (cont.)

Developed new systems to strengthen relationships
with referring physicians.
 Physician liaison takes new sub-specialists to
meet with referring physicians.
 Developed new monthly publication for referring
physicians.
 Was quarterly
 Now more topical
 Information about new sub-specialists
 Information about educational programs
 Send quarterly postcards from new subspecialists
25
Developed Hospitalist Program



Referring physicians in the immediate area of the
hospital preferred hospitals with hospitalist
programs.
Le Bonheur currently has hospitalist coverage 10 to
12 hours per day, and will be expanding to 24 hour
coverage.
Referring physicians have responded very positively.
26
Summary



Le Bonheur was increasing its capacity and needed
to understand how it was perceived by referring
physicians.
A survey of referring physicians showed that Le
Bonheur has a strong image among referring
physicians, but needed to increase its geographic
access, access to appointments, and communication
with referring physicians.
Le Bonheur was able to implement concrete
strategies to address referring physicians’ major
concerns.
27