5 Steps to Strengthen PRM Adoption

5 Steps to Strengthen PRM Adoption

Whether you already use a physician relationship management (PRM) platform. Or you’re considering investing in a solution, you need to understand the adoption process for securing buy-in and optimizing use. In this blog, we’ll share the 5 steps to take to strengthen PRM adoption based on our own best practices.

1. Strengthen Profile Management

  • Review key fields within provider & facility profiles as a team, deciding which fields are required.  
  • Consider the types of reports & dashboards you’re asked to generate from the platform the most. What fields must be added or adjusted to create them? 
  • Discuss ways can you use field visits &/or partner with other departments within your organization to fill any gaps. 
  • Talk through when & how to add new providers & locations or major market changes into the database. Does this occur within the PRM from the field? Or is the PRM updated after changes are made within the EMR, medical staff services, etc.? 
  • Add a recurring reminder on your calendar to secure an updated list of NPIs from your medical staff &/or provider group to ensure employment & network statuses are up-to-date within the system. 
  • Regularly review how your team’s assigned providers & practices — by geography, service line or a mix. This can help you better define profile lists for your users.
  • Consider using a mix of internal & external data trends to set a network integrity or loyalty ranking by provider. Include this rank in their profile so you can pull lists &/or monitor changes as data is refreshed. 
  • Take this 1 step further by marking key splitters as ‘growth targets’ — which will also help to better define profile lists for users.

 2. Focus Training on Usage 

  • Review all available fields when documenting activities. Which are required vs ‘nice to fill in’? 
  • As a team, define each drop-down option under ‘Task’ & ‘Category’ to ensure a consistent approach on how & when to use these.
  • Discuss what level of detail should be included when recording related notes. For example, only document a visit’s purpose, information & next steps. 
  • At least once a quarter, audit each user’s entries to ensure team members are correctly recording activities. 
  • Review productivity dashboards to evaluate the quantity & quality of recorded visits. Are there any key trends that show inconsistencies between how individuals are recording? For example, average activities recorded, average profiles touched, % of targeted profiles touched, etc.
  • Partner with your PRM contact to schedule additional coaching & guidance as new features & functions are introduced. 

3. Hardwire Timely Documentation

  • If your team hasn’t used the PRM consistently in the past, use the start of a new month, quarter or year to set a deadline for a relaunch. 
  • Ask liaisons who are consistent in their documentation for feedback on what’s working well so others can learn from their experiences. 
  • Designate a day & time to pull a weekly report of all team activities. Then share this invite with your team so they’re aware of the deadline for completing key encounters from the previous week. 
  • At monthly team meetings, share a copy of your PRM’s activity overview or trends to showcase the work your team has done & highlight star performers. 

4. Evaluate Productivity 

  • Use liaison-specific reports to support coaching conversations & annual performance reviews.  
  • Create an incentive program that ties individual &/or team awards to hitting key visit metrics.

Have ongoing conversations with your liaisons:

  • Discuss how their recorded activities are being used.
  • Highlight activities that made a noticeable impact towards a decision or securing a win. 
  • Coach them on next steps when they’ve documented activities that seem like barriers or dead ends. 
  • Make sure their data entry efforts are being acknowledged & utilized. 

5. Demonstrate ROI

  • Identify key areas covered during provider encounters. Then, on a monthly or quarterly basis, run an overview or list of activities by topics of interest to each service line leader. Then you will highlight encounters where your team members focused on their service line. 
  • Identify any provider champions &/or executive sponsors engaged in outreach. Provide an activity overview or list of profiles touched by these individuals so they can monitor changes in their internal referral logs. 
  • Integrate internal data sets, including attending &/or referring provider volumes, to help evaluate the return on visit tied to specific campaigns or liaisons. 
  • Set a primary purpose for your team’s outreach visits. Evaluate internal &/or external trends based on inclusion in 1 or more outreach campaigns. For example, our return on initiative dashboard highlights trends in attending or referring volumes before, during & after a campaign. 
  • Use provider filters to sort external data trends by those visited within a specific timeframe or visited in response to a specific topic or initiative.

Interested in learning more about how Marketware’s Physician Relationship Management Platform can simplify your efforts? Schedule a customized tour of our Physician Strategy Suite with a recruitment specialist today!

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Date: September 06 2023
Subject: Physician Relations
About the author
Josh Cameron, MBA — President, Marketware
Josh Cameron, MBA

Executive Vice President

Marketware, a Division of Medsphere