E Newsletter - June 2007 - Corporate Health Group

June 2007 Your CHG Newsletter has arrived! Here's what you will find in this issue:		How to Develop a Physician Relations Framework
		Building an Effective Physician Sales Effort
		Making Issue Resolution the Backbone to a Solid Plan
		Leadership Rounding Adds Depth and Breadth to Your Program

The ideal customer experience is different for every customer. In this issue, we focus on the physician as customer and explore the overall strategy for reaching this audience, the types of systems you need to have in place, and the behaviors and philosophies it takes to create a physician-oriented experience.

Setting the Stage for an Effective Customer Service Experience

How to Develop a Physician Relations Framework

A key part of setting the framework for a physician relations effort begins with this thought: Any effort related to physicians is always multi faceted.

You can’t just decide to put reps in the field and expect physicians to suddenly be happy. That’s akin to buying a new piece of equipment without building the plan and business stream to make certain the equipment will meet your expectations. Unfortunately, too often, we see hospitals put in only a piece of a physician relations framework without seeing the whole picture.

>> Read Full Article

Building an Effective Physician Sales Effort

Physician sales is more than sending a person out to be “an ear” for the doctors. Yet how many hospitals are still taking that approach?

While the ear is important serving as link, there has to be value in the dialogue between the rep and the physician. And though some serve as the ear, others unfortunately have become the lunch delivery team.

Taking a cue from the pharmaceutical industry, hospitals have also utilized the philosophy of delivering lunch and trinkets as a way to build relationships with physicians.

But it’s a strategy doomed to fail. Why? Consider who usually eats the lunch and gets the trinkets. The office staff! What’s more, your sales representative may never get to see the physician.

>> Read Full Article

Engage Employees in the Service Delivery Process

Reach Out to Physicians: They're Customers, Too

Making Issue Resolution the Backbone to a Solid Plan

It doesn’t matter how many times a sales rep visits an office or how often a clinical leader visits with a physician, if the issue doesn’t get resolved or the physician doesn’t know what’s been resolved, you will never have positive physician relations.

At any given time, there are thousands of issues being resolved everyday in a hospital. Many are clinical in nature and typically follow a pathway with a planned response, process and system for when something goes awry. Others however, are more operational in nature, and aren’t always of such magnitude that their cumulative importance is known or felt.

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Leadership Rounding Adds Depth and Breadth to Your Program

While it’s important to have external sales representatives and an issue resolution process, there’s no stronger message to send to physicians than having a senior leader take the time to meet with them. These meetings are a key step to creating the partnership that physicians and hospitals desire in the delivery of care to their patients. Yet this step is often one of the most difficult to implement.

Implementation can be tough for two reasons:

Leadership often sees this component as one more meeting in a schedule that’s already overtaxed.
Physicians may see these sessions as just one more meeting in the blur of office visits.

>> Read Full Article

To Gain Employer Customers, Examine Thier Needs

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