The Digital Future of Physician Relations: Ohio Hospital Association Presentation

1. Lyle Green, MD Anderson Cancer Center Dan Dunlop, Jennings Engaging Your Most Important Audience: The Digital Future of Physician Relations Dan Dunlop, Principal Jennings Ohio Hospital Association 2014

2. Lyle Green, MD Anderson Cancer Center Dan Dunlop, Jennings 2

3. Lyle Green, MD Anderson Cancer Center Dan Dunlop, Jennings PHYSICIAN DISSATISFACTION Context: Changes in the practice of medicine 32013 Physician Strategies Summit

4. Lyle Green, MD Anderson Cancer Center Dan Dunlop, Jennings 4

5. Lyle Green, MD Anderson Cancer Center Dan Dunlop, Jennings PHYSICIAN SATISFACTION REPORT 5

6. Lyle Green, MD Anderson Cancer Center Dan Dunlop, Jennings Physician Adoption of Digital Communication & Social Media (A Gradual Process)

7. Lyle Green, MD Anderson Cancer Center Dan Dunlop, Jennings NEW OPPORTUNITIES THAT ACCOMMODATE THE PHYSICIAN LIFESTYLE & VALUES 7

8. Lyle Green, MD Anderson Cancer Center Dan Dunlop, Jennings Physician Adoption of Digital Communication & Social Media • Journal of Medical Internet Research (JMIR) • 2012 Research Study: Understanding the Factors That Influence the Adoption and Meaningful Use of Social Media by Physicians to Share Medical Information • Survey was distributed via email to a random sample of 1695 practicing oncologists and primary care physicians. • 117 of 485 (24.1%) of respondents used social media daily or many times daily to scan or explore medical information • 69 of 485 (14.2%) contributed new information via social media on a daily basis.

9. Lyle Green, MD Anderson Cancer Center Dan Dunlop, Jennings Physician Adoption of Digital Communication & Social Media • 2012 Research Study: JMIR • Weekly or more, 61.0% scanned and 46.0% contributed. • 57.5% perceived social media to be beneficial, engaging, and a good way to get current, high-quality information. • 57.9% stated that social media enabled them to care for patients more effectively, and 60.0% stated it improved the quality of patient care they delivered.

10. Lyle Green, MD Anderson Cancer Center Dan Dunlop, Jennings

11. Lyle Green, MD Anderson Cancer Center Dan Dunlop, Jennings JMIR Study 2012

12. Lyle Green, MD Anderson Cancer Center Dan Dunlop, Jennings QuantiaResearch; N = 4,032 www.quantiamd.com

13. Lyle Green, MD Anderson Cancer Center Dan Dunlop, Jennings Physician Relations Programs Using Digital Platforms & Tools

14. Lyle Green, MD Anderson Cancer Center Dan Dunlop, Jennings RESEARCH FOR COOPER UNIVERSITY HOSPITAL ASSIGNMENT & WRITING AN INDUSTRY ARTICLE • Create an integrated marketing plan targeting referring physicians (employed and community- based) • Review of best practices • Crowd sourced healthcare marketers using LinkedIn 14

15. Lyle Green, MD Anderson Cancer Center Dan Dunlop, Jennings CROWD SOURCING A SOLUTION 15

16. Lyle Green, MD Anderson Cancer Center Dan Dunlop, Jennings MEETING LYLE 16

17. Lyle Green, MD Anderson Cancer Center Dan Dunlop, Jennings 17

18. Lyle Green, MD Anderson Cancer Center Dan Dunlop, Jennings LEADING TRENDS & BEST PRACTICES Best Practices: MD Anderson, University of Michigan Health System, Rush University Medical Center, Mayo Clinic, UW Health, etc. – Comprehensive online resources – Referring physician web portal – Extensive use of video to “introduce” physicians – Experimentation with social media and physician blogs – Continuing reliance on thoughtfully produced newsletters 18

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20. Lyle Green, MD Anderson Cancer Center Dan Dunlop, Jennings Daily eNewspaper via Paper.li

21. Lyle Green, MD Anderson Cancer Center Dan Dunlop, Jennings

22. Lyle Green, MD Anderson Cancer Center Dan Dunlop, Jennings COOPER UNIVERSITY HOSPITAL REFERRING PHYSICIAN MARKETING 22

23. Lyle Green, MD Anderson Cancer Center Dan Dunlop, Jennings NEED FOR AN ENHANCED PHYSICIAN MARKETING EFFORT • Losing patients to lesser programs in NJ • Control leakage from Cooper physicians • Need to build stature of Cooper physicians and leading programs • Build awareness of Cooper’s depth and expertise in specific services 23

24. Lyle Green, MD Anderson Cancer Center Dan Dunlop, Jennings Physician Microsite

25. Lyle Green, MD Anderson Cancer Center Dan Dunlop, Jennings Print Publication 25

26. Lyle Green, MD Anderson Cancer Center Dan Dunlop, Jennings SOUTH JERSEY MEDICAL REPORT EDITORIAL CONTENT PLAN • Clinical Care Updates • Colleague Corner • New Medical Staff Profiles • Resources • Upcoming CME’s • Clinical Trials • Advances in Medicine & Technology • Blog Post Excerpts • Cooper News • Updates on Cooper Medical School 26

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28. Lyle Green, MD Anderson Cancer Center Dan Dunlop, Jennings

29. Lyle Green, MD Anderson Cancer Center Dan Dunlop, Jennings INTEGRATED DEPARTMENTAL WEB CONTENT 29

30. Lyle Green, MD Anderson Cancer Center Dan Dunlop, Jennings South Jersey Medical Report Publication SJMR Website Physician Videos & Podcasts Social Media Physician Visits Media Relations Web Content SJMR Radio 30

31. Lyle Green, MD Anderson Cancer Center Dan Dunlop, Jennings FIRST YEAR RESULTS Research Findings • Non-Cooper PCP’s willing to refer for Cancer Care o46% pre-campaign o77% end of year one • Non-Cooper PCP’s willing to refer for Heart Care o59% pre-campaign o77% end of year one • Non-Cooper PCP’s willing to refer for Neurosciences o47% pre-campaign o75% end of year one • Non-Cooper PCP’s willing to refer for Orthopedics o74% pre-campaign o69% end of year one 31

32. Lyle Green, MD Anderson Cancer Center Dan Dunlop, Jennings Tufts Medical Center

33. Lyle Green, MD Anderson Cancer Center Dan Dunlop, Jennings

34. Lyle Green, MD Anderson Cancer Center Dan Dunlop, Jennings

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40. Lyle Green, MD Anderson Cancer Center Dan Dunlop, Jennings Static Physician Profiles: Replace with Video

41. Lyle Green, MD Anderson Cancer Center Dan Dunlop, Jennings Signature Physician Campaign

42. Lyle Green, MD Anderson Cancer Center Dan Dunlop, Jennings Campaign Components • Anchored by a microsite – www.MySignaturePhysician.com (consumer) – www.SignatureMDExcellence.com (physician) • Print and transit components – physician and consumer media (New England Journal of Medicine) • Digital and Social Media elements • Internal Communications: – Posters within physician offices and ambulatory facilities – Friday Flash newsletter – Posts on Intranet – Presentations for Monthly Manager’s Meeting, CEO Town Hall Meetings, Clinical Directors Meetings, Department of Medicine Meeting and Family Practice Monthly Meeting.

43. Lyle Green, MD Anderson Cancer Center Dan Dunlop, Jennings

44. Lyle Green, MD Anderson Cancer Center Dan Dunlop, Jennings

45. Lyle Green, MD Anderson Cancer Center Dan Dunlop, Jennings

46. Lyle Green, MD Anderson Cancer Center Dan Dunlop, Jennings Your New Cardiologist?

47. Lyle Green, MD Anderson Cancer Center Dan Dunlop, Jennings

48. Lyle Green, MD Anderson Cancer Center Dan Dunlop, Jennings Video Content Leveraged • Numerous platforms: – Microsite – YouTube – Facebook – Google+ – Vimeo • Cross promotion on Pinterest and Twitter.

49. Lyle Green, MD Anderson Cancer Center Dan Dunlop, Jennings Production Process & Results • 60 MDs have been recorded to date • Engagement significantly improved with former “nay- sayer” now promoting to peers • Microsite traffic has doubled that of the “find a provider” section of website • 8,650 page views in first three months. For comparison, the physician finder received a total of 4,053 visits in all of 2012 • Net gain of 23 physicians in first 16 months • Significant growth in patient panels

50. Lyle Green, MD Anderson Cancer Center Dan Dunlop, Jennings Where will physician relations go in the future?

51. Lyle Green, MD Anderson Cancer Center Dan Dunlop, Jennings The Challenge Looking Forward • Improving Operational Efficiency and Value of the Physician Relations program: – Exploring the future role(s) of the physician relations specialist – Covering more ground with a limited number of FTEs • Geographically • Physician specialties • New referral sources

52. Lyle Green, MD Anderson Cancer Center Dan Dunlop, Jennings The Digital Future

53. Lyle Green, MD Anderson Cancer Center Dan Dunlop, Jennings Question #1 • With health systems facing declining resources due to reductions in reimbursements, how can the reach of physician relations specialists be expanded, allowing them to more effectively form connections between faculty/medical staff and referring physicians?

54. Lyle Green, MD Anderson Cancer Center Dan Dunlop, Jennings Questions 2 & 3 • How can physician relations programs stay ahead of the curve, anticipating the wider adoption of digital communications by physicians? • How can physician relations teams use digital technologies to more readily support specific programs targeted for clinical growth?

55. Lyle Green, MD Anderson Cancer Center Dan Dunlop, Jennings Physician Relations & Content Aggregation • Traditionally, this is what we’ve done. • Today, how can we do this more efficiently? • Aggregating content for digital distribution is simply the evolution of that function. • In the digital future, the physician relations team needs to become an aggregator and distributor of assets that are of value to referring physicians, by way of digital platforms.

56. Lyle Green, MD Anderson Cancer Center Dan Dunlop, Jennings Content Aggregation • Physician relations site/blog/microsite as the portal to information valued by community physicians. • The physician relations team, or one designated member of the team, would be responsible for reaching out across the organization and establishing processes for receiving regular news and information updates from various departments and faculty. • Topics that should be addressed are clinical trials, new faculty announcements, medical education, physician profiles, research, advances in care, and publications.

57. Lyle Green, MD Anderson Cancer Center Dan Dunlop, Jennings LinkedIn Group for Content Aggregation & Distribution • Platform trusted by physicians • Use daily eblast with abstract of discussions and news items • Interactive platform allows for questions and comments

58. Lyle Green, MD Anderson Cancer Center Dan Dunlop, Jennings The Digital Physician Relations Specialist Two potential paths: 1. Digital Communication becomes part of the job function of the physician relations specialists. 2. The Physician Relations Department designates a digital content specialist who aggregates, disseminates and distributes digital content via social channels.

59. Lyle Green, MD Anderson Cancer Center Dan Dunlop, Jennings Option 1 • Through the use of social media, liaisons would have the opportunity to engage a significantly larger pool of physicians on a daily basis. • Physician relations specialists would need: – Social media training: HIPAA, Twitter, LinkedIn, YouTube… – Familiarity with the organization’s social media policies – Use of Third Party Apps for efficient distribution

60. Lyle Green, MD Anderson Cancer Center Dan Dunlop, Jennings Option 1 Continued • Liaisons would take part in daily physician engagement activities using Twitter. • Scheduling tweets, responding to direct messages from physicians and office staff, acknowledging retweets, and retweeting news and information shared by medical staff/faculty. • Familiarizing & training practice managers and community physicians on info available through digital platforms. • Training practices on the use of digital platforms. • Distribute collateral for practices that promotes social channels/resources for referring physicians.

61. Lyle Green, MD Anderson Cancer Center Dan Dunlop, Jennings Option 2 • Physician Liaisons must still learn more about digital communications and social media, but aren’t daily practitioners. • Liaisons spend time training and education community physicians and practice staff on ways to access expertise via digital platforms. • One Digital Content Specialists handles the daily content aggregation, distribution and dissemination via social media.

62. Lyle Green, MD Anderson Cancer Center Dan Dunlop, Jennings Virtual Physician Relations Office Visit • Involves the development of digital content that is housed within an online platform, blog, or microsite and is easily accessed by community physicians. • The content would include standard information that is typically and repeatedly shared by liaisons during in-person visits with physicians and their staff. • Transition much of the information to video format. Quick 30 second clips that a physician or practice manager could access at his or her convenience.

63. Lyle Green, MD Anderson Cancer Center Dan Dunlop, Jennings Video Content • Given the demands on the community physician, the ability to meet a specialist via video and hear about advances in care becomes a very attractive option. • TuftsMedicalCenter.TV example • Cooper’s South Jersey Medical Report • Signature Healthcare’s MySignaturePhysician.com • Integrate the promotion of that video content through social channels.

64. Lyle Green, MD Anderson Cancer Center Dan Dunlop, Jennings

65. Lyle Green, MD Anderson Cancer Center Dan Dunlop, Jennings Staying ahead of the digital physician trend • Is there risk in moving the physician relations program down this digital continuum? • Not as long as you recognize this is part of an integrated program • Don’t throw the baby out with the bath water. • These digital platforms are not intended to replace person-to-person contact.

66. Lyle Green, MD Anderson Cancer Center Dan Dunlop, Jennings Dan Dunlop, Principal Jennings Email: ddunlop@jenningsco.com Twitter: @dandunlop Linkedin: www.linkedin.com/in/dandunlop/ Blog: www.TheHealthcareMarketer.Wordpress.com Contact Information