Successful One-to-Many Physician Outreach
Healthcare leaders know that physician relationship management is critical but are often unsure how to prioritize efforts. One often-overlooked component that helps manage resource constraints and optimize existing resources is one-to-many. The idea of one-to-many is not new but has traditionally been plagued by tactics that feel mass-produced and impersonal. However, it doesn’t have to be that way. One-to-many physician outreach tactics can successfully be low-touch and high-tech and still meet physician needs. And they come with the benefit of being lower in cost and time requirements than direct one-to-one marketing.
Here are some ways that one-to-many can make a lasting impact:
- Repurposing content through cross-functional collaboration. It’s almost always the case that other departments have high-quality content that referring physicians would find relevant and valuable. For example, the information presented at a conference about new technology, or treatment/screening protocols. To not bombard physicians, it’s essential to segment this content and share it with the right physicians who’d find it relevant.
- To target the right segments, invest in a qualified list, claims data, and the right CRM tools to integrate them. List development and clean-up can be initially time-consuming but are necessary and worth it. If the team needs a place to start, purchasing lists through resources such as NPI databases is helpful. A good (and updated) list will allow the team to add personal touches where possible (such as targeting gatekeepers like referral coordinators).
- Develop content that alleviates physician pain points. In talking with physicians across the country, one of the most common pain points we hear is needing a “cheat sheet” for how and when to refer and wanting to know they are referring to the right/best person instead of “into the system.” Marketing can help build templates and distribute relevant emails that provide this type of information to physicians. Again, it’s important not to bombard physicians with irrelevant information but instead send specialty-specific referral tips and communication (though primary care physicians prefer more breadth than depth in this type of content).
- Take advantage of a variety of one-to-many communication channels. Digital channels are increasing in preference but need to be highly relevant. They should make it easy for physicians to download/share information with office staff – such as downloadable referral sheets customized by specialty. Younger physicians report that they consume vast amounts of streaming content, which makes tactics such as YouTube and Facebook especially effective for reputation-building and top-of-mind awareness.
Personalized, high-touch tactics remain a priority for physicians, and we recommend them for nurturing existing relationships and ensuring physicians have easily accessible contacts within the system. However, physicians are busy and often need multiple touchpoints to remember messaging and convert referrals. Promoting consistent “Why Choose” messages across channels and providing on-demand digital resources that make it easy to refer through one-to-many tactics shouldn’t be overlooked.
Endeavor has a multitude of experience, tools, expertise, and resources to help you grow your physician’s one-to-many marketing program. Reach out and let’s talk about how we can grow your referrals today.