Barlow/McCarthy: Bringing Greater Harmony to the Hospital-Physician Relationship
  The Market Tenor  
 

Welcome to The Market Tenor - a newsletter designed to respond to your interests in hospital-physician strategies. Because Barlow/McCarthy specializes in all aspects of the physician-hospital relationship, this newsletter will focus on topics related to physician sales, retention, recruitment, new physician on-boarding and practice development. The articles will feature tips and techniques to help drive greater success and facts to help you in positioning your program internally.

  
 

About This Issue of

The Market Tenor • April 2010

We've all faced situations where great concepts or solid relationship opportunities were lost because of the perceptions of one or two individuals. Logical approaches were set aside or at minimum, delayed; sometimes we are left to wonder, “What just happened that so derailed this?” At its core, perception is the process in which individuals organize and interpret their sensory impressions to give meaning to something within their environment. In this issue we explore some ideas for understanding and balancing perceptions.

     
 

Physician Relations... Here is your chance!

SHSMD is offering its first ever Physician Relations Benchmarking Survey.

It will look at how physician relations departments are staffed and compensated, the kinds of work they do, how effectiveness is measured, and the short-term and long-term challenges physician relations programs face.

Your input is critical to the accuracy of the survey results.

To complete the survey, there is no need to gather data from other departments. You already have all the info you need. Directors of physician relations departments, managers and field representatives are invite to complete the survey by Friday, April 30.

A full report, available in September 2010, will allow SHSMD members to compare their organizations' physician relations initiatives with those of their colleagues around the country. We sure hope you will take time to participate. Thanks in advance for your participation!

Take the Survey Now!
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Relationships Sales Techniques to

Overcome Negative Perceptions

We've all heard the adage, “Perception is reality.” Logically we know that just because we see something a particular way does not make it so. The challenge is that the individual defines “reality” based on their own biases and beliefs. That's why relationship-building with doctors can often be derailed because of perceptions. Let's take a step back and understand what happens as perceptions are formed, and then look at some ideas to manage it and move the relationship forward. Read the full article by Kriss Barlow. GO

Leverage Your Marketing Success to

Shore Up Physician Perception

To gain physician support for your marketing efforts, physicians first have to believe in what you're doing; and fundamentally they have to perceive that your efforts are indeed building a stronger, more competitive brand. So, how can you trigger that positive perception? Read the full article by Ann Maloley. GO

Four Generations Pose

Different Challenges to Physicians

We've often heard people say, “The younger generation just does not think they way we did about…” When we consider tools that help us in dealing with perceptions, there is great opportunity to learn from studies of generational segments. We turned to an expert in this area for answers. Read the full article by guest contributor Linda MacCracken, Vice President of Product Management-Healthcare & Science, Thomson Reuters. GO

Comparing In-House Recruitment to External Firms:

Is It Really About the Money?

The physician recruitment community has long made the argument that the advantage of in-house functions over search firms is one of cost. Is that the right comparison? As the recruitment market tightens, can we live with the perception that in-house functions save money? Or is our case better positioned around the value of the in-house role and what it can bring to the organization? Read the full article by Allison McCarthy. GO

Getting Past the In Door —

Elevating the Perception of Ambulatory Services

Inpatient care has historically driven a hospital's reputation and its bottom line, as well as provide a workshop for physicians to deliver outstanding care. For these and other reasons, hospital executives across the country have been reluctant to rid themselves of the perception that “in is where it's at.” More recently, however, ambulatory services have come to represent a large and rapidly growing component of the healthcare that patients receive. Providing effective and competitive ambulatory care is very different than delivering inpatient services. For the key success factors, read the full article by Martin Kleinbart. GO

Book Review: How Successful People Think

Can We Learn to Think Better?

From time to time, we read books that can change our view of ourselves. What about a book that changes our view of how we think? Strong thinking skills are a significant attribute of successful individuals. In his book, How Successful People Think, leadership guru and New York Times bestselling author John C. Maxwell offers 11 specific types of thinking we can adopt to physician relations, physician recruitment, marketing and business development. Read the full book review by Allison McCarthy. GO

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