If you've taken the time to systematically assess your physician
relations or marketing program, and are concerned about what
do next, you're not alone. Even the most well thought-out assessment
is just a stack of paper if it isn't coupled with a plan for
implementation.
Implementing a change and executing on a plan whether for a staff
restructuring, recruiting new talent, instituting a new compensation
plan, applying sales training or designing sales metrics can
be overwhelming. But don't worry: An after-assessment implementation
plan, if done right, can be as easy as 1-2-3.
In the last issue, we featured how best to assess
your physician relations program so you can determine your
program's strengths and weaknesses and learn how to prioritize
your approach. In this issue, we discuss ways to help you audit
your marketing program and strategies to guide you through the
steps and phases of an implementation.
Read about how a hospital-one with an eight year track record
of success with its physician relations program-still recognized
the need to assess its program in 2009. Find out how they worked
to effectively create a culture ready for change, one that has
prepared them to roll out a newly formed centralized sales program.
Lastly, if you do have to hire new talent as a part of your implementation
plan, we provide a quick primer on the right steps. |
|
| Before
Implementation, Don't Forget to Audit Your Marketing
Program, Too |
 |
How Healthy
is Your Marketing Program?:
Why an Audit Should Be an Integral Part of Your Strategy
As more and more companies are demanding a return
on investment, marketing leaders are finding themselves
in the hot seat. And while brand recognition still
exists as a top priority, validating your marketing
plan in terms of referral volume conversion to the
bottom line is quickly becoming the main priority.
Despite your best intentions, you may be sabotaging
your brand, losing market share, and gradually achieving
fewer of your desired financial goals. Budgets are
requiring programs to do more with less and, in some
cases, face uncomfortable decision-making. For those
who haven't succeeded at proving value or ROI, cutbacks
are inevitable.
Sure, you can stay status quo and not proactively
or strategically address changes in your environment.
Be forewarned, however: This is the very thing keeping
your CEO awake at night. As a busy executive, you
may be missing something if you're always solving
or addressing the marketing crisis of the day. What's
more, you might only be at the symptom level and
nowhere near the diagnosis-and, moreover, even further
from the treatment.
Read
the complete article >>
|
| Client
Spotlight |
 |
Creating a Culture
Primed for a Successful Implementation
Implementing organizational change can be a difficult
task. But all leaders have to face it at some point.
It's becoming more and more inevitable with today's accelerated
change invading most organizations.
Successful change implementers focus energy on "the who"-the
people-and "the how"-the process of transition required
to take place for change to have an effect. They make
a conscious effort to use open and honest communication
within each step of the process because they recognize
that this is a critical component.
Valley Health System in Ridgewood, N.J., is participating
in such a strategy. The organization conducted a program
assessment in recent months and currently is rolling
out a newly formed centralized physician relations team.
Read
the complete article >> |
It's
Days After Your Assessment, What Next?
|
 |
Think, Plan and
Do
Sometimes, it's hard to know where to begin after conducting
an assessment. You have called out your strengths and
weaknesses and have a list of things to tackle in front
of you. What you do next could "make or break" your program.
Let's agree that we want to "make" the program, so take
a moment to think, plan and do.
Think
Begin by spending time on the answers that mean the most
to the success of your program.
Read
the complete article >>
|
|
|
Physician Marketing
Survey
Co-sponsored by Corporate Health Group and Strategic
Health Care Marketing To better understand how
hospitals and healthcare systems are promoting
and marketing their employed physicians and non-employed,
medical staff physicians, CHG needs your help.
The survey should take less than 10 minutes and
can be accessed by clicking here.
All individual information from the survey will
be kept in the strictest confidence. In return,
you will receive an executive summary of the
aggregate results.
The survey should be completed by someone very
familiar with the promotion and marketing of
physicians at your organization; please forward
the link to the appropriate person.
Please complete the survey by April 21,
2010.
- - - - - - - - - - - - -
- -
Why Go Through the
Trouble of an Assessment and Implementation Rollout?
While there isn't any glamour in conducting an
assessment, the payoff to your program can be
very rewarding. Consider these points:
- • No one is better positioned than you, with
your knowledge of the service offerings,
the team's talents, the customer's needs,
to address and build the "right" program.
- • Better you discover your own weaknesses
and develop corrective actions than having
leadership point a finger and demand correction.
- • Successful programs conduct regular assessments
using objective teams for the evaluation.
They also optimize the internal team to build
strategic models to capture new market opportunities.
- • Clarifying objectives and charting your
progress can lend structure and guidance
to your teams, not to mention provides a
sense of accomplishment.
STEPS 1 - 2 - 3 for Successful Implementation
- 1. Learn how to create a culture primed for
change Click here.
- 2. Follow a detailed Implementation Plan with
accountabilities and timelines.
- 3. Check in and seek feedback from thought
leaders and the team; celebrate wins.
|
|
|
Looking
Forward to Our Next Issue:
In June,
we tackle the hot topic of Return on Investment (ROI):
- After Implementation: How Best to Prove Your Worth
- Mapping and Reporting ROI
- Applying ROI to your CRM Process
|
|
Looking for a training
session or speaker for your hospital? CHG has a team
of specialists for customer service and experience,
sales and business development and organizational strategic
thinking. Visit www.corporatehealthgroup.com or
call 1-888-334-2500.
To
view all CHG newsletters, please click here
Share your feedback with
us. What do you want to know more about? What are
some of the issues you're facing? Your comments will
help us zone in on the physician topics of interest
to you as we prepare our next issue. |
|
|
