Physician Practice Recruitment

Challenge
Help physician organization attract new practices to enable them to negotiate more favorable contracts with health care payers.

Process
Recommended measuring satisfaction of current physician practices before developing promotions to attract new members. Developed interview guide and met with physicians to identify organization strengths and unmet needs. Reported findings, analyzed results, and made recommendations. Brought on free-lance writer to create promotional pieces.

Results

Identified concerns about the competitiveness of contracts and leadership performance. Recommended that leadership improve communications in general and distribute comparative information to ensure practices that organization was delivering superior contracts. Also, advised leadership to clarify the roles and responsibilities of the practices and the leadership team.

Outcome
Organization succeeded in retaining practices that were thinking about leaving and recruited new members.

Web Site Strategy



Challenge
Formulate web-site strategy for a teaching hospital.

Process

As a subcontractor to a design firm, worked with cross-functional client team to identify and get consensus on business objectives and target audience. Reviewed existing marketing research studies and interviewed executives to determine institution's starting point and areas requiring improvement. Designed and conducted interviews to determine target audience's buying behavior, use of the web, information requirements, and information acquisition behavior. Evaluated and benchmarked competitive sites. Conducted usability tests with secondary audiences using the existing web-site as a prototype.

Results

Based on the client's desire to use the web-site to attract out-of-state patients, identified referring physicians as the target audience. Determined that physicians didn't use the web at work and that their greatest concerns were optimizing limited time with patients and keeping current. Discovered that patients couldn't find information they needed due to organization of current web-site by department, rather than ailment.

Outcome

Hospital was first to provide a section on resources for providers, including on-line publications where specialists reported current research and best practice. Web-site also gave referring physicians a reliable source to which they could point patients for information on their ailments.

Marketing Strategy


Challenge
Develop marketing plan to help managed care division of national home health care firm win large "capitated" contracts.

Process

Identified health care payers and capitated health care delivery systems as prospective clients. Developed questionnaire to assess their interest in forging "at risk" contracts for home care services. Interviewed major payers and providers in New England.

Results

Found that payers were not yet ready to capitate home health care and continued to rely on hospitals to make their own nurse referrals. Hospitals, in turn, were forming their own subsidiaries to deliver home health care.

Outcome

Recommended that client sell management and data services (previously used by the client's own branch offices) to providers—rather than competing against them for direct patient care business.
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Purchasing Consortium
 

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