American College of Healthcare Executives
Fall 2011 Volume 4 (3)
In This Issue

Message From The STC ACHE President
Message from the Regent - Texas Central & South
Healthcare Leadership: Thoughts From My Foxhole
Member and Community Leadership
Mission Trail Baptist Hospital – Built on 108 Years of Trust
ACHE: For Leaders Who Care…..But Do They?
Home Health Referral Physician Marketing
Report Examines Lower Body Blast Injuries
Mall Sets Sights on South Texas Healthcare Clinics
ACHE Continuing Education At Your Convience
Request for Hot Topic eNewletter Articles
Ensure delivery of Chapter E-newsletter (Disclaimer)


ePoll

Texas ranks 47th of 50 states in supply of primary care doctors. Do you think nurse practitioners (NPs) could provide the growing gap as primary care providers?

Yes
No
Do not know



Links

South Texas Chapter Website
American College of Healthcare Executives
Texas Hospital Association
San Antonio Metropolitan Health District
Tricare Regional Office South TROS
Humana Military Healthcare Service Tricare South
Centers for Disease Control & Prevention
Integrative Center for Homeland Security
South Texas Regional Advisory Council for Trauma
National Cancer Institute
U.S. Department of Veteran Affairs


Chapter Officers

Immediate Past President
Jeanette R. Skinner, RN, MBA, FACHE
Greater St Louis Area
jeanetteskinner@yahoo.com

President
Karla Krueger-Strawn, MHA
San Antonio, TX
karla.krueger@va.gov

Vice President
Walt Dannenberg, MHA/MBA
San Antonio, TX
walt.dannenberg2@va.gov

Treasurer
Charles Scott Hughes, MHA/MBA, FACHE
San Antonio, TX
charles.hughes@us.af.mil

Secretary
Gennell Kidder, MHA
San Antonio, TX
gennellkidder@yahoo.com
Home Health Referral Physician Marketing
David Tapia, MBA

Physicians are also business people. At the end of the day, the bottom line is just as important to them as it is any other business.

Agency marketing messages should focus on how your agency can improve the physician's bottom line. Referrals can be generated by simply focusing on the primary motivators engaging physicians to position positioning your agency to help physician meet  core business goals.

The core business goals driving most physicians' medical decision-making include:

  • Increase revenue for the practice

  • Decrease costs

  • Improve staff efficiency and support quality

Sometimes core business goals are not enough to generate referrals, due to other decision influencing factors. In his Home Health Marketing Bible, Maxim A. Azarov mentions the "Sphere of Influence approach" to home health marketing. 

This approach is "based on the observation that individual doctors, case managers, as well as medical institutions, have their own professional influences.

These influences can often overpower their demand for your product or service." In addition, physicians often make medical referral decisions based on "secondary motivation." Knowing what influences the physicians interests can stimulate additional referrals.

What motivates physicians and hospitals to choose competitors over your agency? According to Azarov, the "Personal Interest Influence affects a doctor's medical decision if he or she has a strong personal interest (medical, or otherwise) outside of the practice. An example can be an involvement in medical research, charitable program or sport."

Review your list of current and potential physician referral sources from which you hope to receive patient referrals. Do you know anything about the physician's personal interests? 

Dig deep for information you may be overlooking. For example, is the physician passionate about a particular health cause or involved in a non-profit organization? Does the hospital or physician sponsor events such as a sports marathon or health fair?

Demonstration of community involvement is one of the factors many physicians consider when choosing an agency for patient referrals.

Home health care providers are intrinsically responsible for serving the citizens of the local community. The tricky part is demonstrating the extent at which the agency is serving, or giving back to the community.

If you have room in the marketing budget, demonstrate the organization's corporate responsibility by sponsoring a health-related event to increase awareness for your agency.  This will also catch the attention of physicians who are passionate for the cause for which the event is benefiting.

If you do not have room in your budget, find out which health fairs or sporting events each physician plans to sponsor or attend this year, and be there to show your agency's support.


David Tapia, MBA, is Managing Partner at Exegete Consultants, LLC

 

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October 28, 2011

STC-ACHE Fall Educational Program

Video Conference Satellite Series 

  • Audie L. Murphy Memorial Veterans Hospital, San Antonio, TX

  • Corpus Christi VA Outpatient Clinic, Corpus Christi, TX

  • South Texas VA Health Care Center at Harlingen, Harlingen, TX

  • McAllen Va Outpatient Clinic, McAllen, TX

  • Universidat de Monterrey, Monterrey, Mexico
        



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