How to Map Out your Touchpoints to Maximize New Physician Engagement
By: Carrie Bennett | October 4, 2017
According to a study by Gallup, it was discovered that engaged physicians had 26 percent more productivity than unengaged or actively disengaged physicians – an increase which amounts to about $460,000 in patient revenue per physician every year.
This can be especially true when it comes to new physician onboarding. Relocating is stressful enough, but couple this with the stress of launching a practice and building a business from scratch and it’s no wonder why physician engagement can be a challenge. Mapping out key touchpoints in your organization’s journey with new providers can help you identify ways to effectively engage new physicians. If this is something that you haven’t done yet or haven’t revisited in a while, below are six useful tips that you may want to consider.
Engage others – Like recruitment, onboarding is typically a team-based function. Getting others within your organization involved can help ensure that multiple perspectives are captured when it comes to both mapping out and maximizing key touchpoints. In many organizations, these individuals meet on a periodic basis to review how new providers are doing along each of these touchpoints. Who within your organization would you include on this team?
Map out your touchpoints – Some of the key touchpoints I have incorporated in the past include credentialing, practice set-up, relocation, orientation/practice integration, marketing and outreach plus community integration. What are the main touchpoints identified by your team? What specific tasks or activities should be included to create a positive impact on your new physician’s start? Do any of these activities need to be completed in a specific order to optimize the successful launch of the new physician’s practice?
Don’t overlook early opportunities to connect – Often, physicians report that they feel there is a “disconnect” between the time they sign their contract and when they became full-fledged members of their new medical community. One way to prevent this “disconnect” is by making sure your onboarding plan includes specific touchpoints even before the physician officially joins your medical community.
Cross your T’s and dot your I’s – Once you have identified the ‘what’ and ‘when’, it’s important to also define ‘who’. Pulling your tasks together and organizing them into an actionable, formal plan that is trackable allows planned connections to be successfully executed on a consistent and timely basis. Do you have a tool that allows your team to track and measure how consistently you approach onboarding? How often does your team update and review this tool together?
Incorporate Physician Feedback – While those closest to your organization certainly have the knowledge to pull together most key touchpoints, it’s important that the group also consider the physician’s perspective. This can be done by reviewing physician satisfaction survey results as well as feedback collected from physician exit interviews. Do you have touchpoints that you would like to include or emphasize more because of this feedback?
Think Beyond Traditional Practice Start-Up Lists – Often, loyalty is driven by remarkable customer experiences which can be summed up a collection of positive exchanges between the customer and the brand. Similarly, I believe physician loyalty can be inspired by brainstorming ways you can ‘surprise and delight’ across each key touchpoint, giving rise to positive connections between the physicians, their families and their new home. In what ways do you ‘surprise and delight’ your new physicians today?
While mapping out touchpoints and developing a corresponding ‘to-do’ list for these is a key component to a successful onboarding program, it’s also important that you and your team are consistently executing your plan. One of my favorite parts of Ascend is the alignment module that allows teams to pull their onboarding tasks into trackable lists and reports. With Ascend you can be one step closer to supporting team accountability.