Targeted Approach to Your Cardiovascular Service Line Growth

Creating a Targeted-Approach-to-Your-Cardiovascular Service Line Growth

Every year physician liaisons and strategic leaders are tasked with something like cardiovascular service line growth, but are unsure where to begin and may not know who to target because they do not have the appropriate data. That’s where we come in.

Marketware’s PRM and data analytics tools are used by many physician liaisons and strategic leaders across the US, helping them achieve strategic goals. Our Physician Strategy Suite can help you drive service line growth, such as Cardiology, by identifying what physicians to target, what markets to focus on, document your liaison outreach in the tool, and measure the direct impact of your efforts by tying them to ROI. We’ve compiled a step-by-step targeted approach to growing the Cardiovascular Service Line to get you started.

Identify Key Patient Populations

Using marketing resources and EMR data, the first step is identifying key patient populations that are at high risk of cardiovascular disease such as: patients 55 years of age or older, patients living in a retirement facility, or patients recently diagnosed with heart disease.

Targeted Marketing to Patients

Once you understand what patients to target, there are several different ways to market to them—some successful strategies include:

  • Sending direct mailers to high risk or targeted populations
  • Conduct internet searches & find ways your organization can rank in common cardiovascular terms
  • Offer free cardiovascular screenings
  • Host events to celebrate milestone cardiovascular procedures or events to promote new technology
  • Send welcome mailers to new patients- to showcase cardiovascular services & new technologies
  • Send mail from PCPs to their high-risk patients about scheduling a cardiac screening
  • Host a series of community outreach lectures

Use Internal Data to Track Cardiovascular Service Line Growth

By importing your EMR data into our internal dashboards you can identify new referrals, track referral growth and leakage, as well as demonstrate ROI on liaison visits. Take a look at the key dashboards used to help accomplish these objectives:

Referring Provider Trend Report Dashboard

This dashboard identifies the top referring providers to the cardiovascular service line that you cannot afford to lose. These are the referral relationships you want to maintain. This dashboard will also help you identify gaps in the data in which there are no referrals, or reduced referrals from a provider. This will help you identify reduced volume and/or leakage and can also identify providers that are referring very limited volumes and create providers to target for your cardiology campaign.

1st Referrals Dashboard

This dashboard helps identify 1st time referrals from a provider into the cardiovascular service line and then tracks that activity to indicate if it is a 1-time referral or the start of a new business relationship. You can also track if the 1st referral is due to your initial outreach effort, and how many referrals have transpired after the initial referral.

1st Referrals Report
Return on Activities Dashboard

This dashboard shows the direct impact of your physician liaison outreach to cardiology encounter volume. This dashboard can correlate and show ROI on liaison activity.

Using External Claims Data Track Cardiovascular Service Line Growth

By utilizing the all payer external claims data in our growth suite you can understand how your organization is measuring up to the competition and where you stand in your market. Below are some key dashboards you can use to accomplish cardiovascular service line growth:

Provider Procedure Analysis Dashboard

Here you can identify providers doing major cardiology procedures, the dollars assigned to these procedures, and insight on where the procedures are being completed. You can use this dashboard to focus on the providers doing the cardiology procedures that are the most impactful on your bottom line.

Provider Professional Claims Analysis
Market Integrity Analysis Dashboard

This dashboard helps identify which providers from certain markets have high or low volume being sent to your cardiology program at your organization. This will help you target the physicians in those zip codes and focus on certain markets where capture rate is low.

Provider Integrity Analysis Dashboard

Here you’ll be able to quickly and easily identify which providers are loyal to your organization’s cardiology service line by show casing a splitter analysis. You can use this to examine both employed and non-employed provider, helping you target the appropriate providers.

Initial Provider Shared Patient Dashboard

In this dashboard you’ll be able to identify all outbound shared patient relationships between a provider of interest and all cardiology providers, allowing you to see the cardiology volume that is captured by your organization and the volume going to your competitors.

Provider Integrity Analysis

It’s important to remember, however, that not all campaigns will be successful and that’s okay. Learn from your mistakes, and repeat campaigns that are successful. Explaining the data used in your campaign and how you got to the ROI numbers builds buy in from leadership. It justifies and quantifies the use of your PRM and also shows the value in your in your position by tying your outreach efforts to your organization’s bottom line.

Interested in learning more? We’d love to chat. Feel free to schedule a free, customized demo to see how Marketware’s Physician Strategy Suite can help you increase your service

Date: July 29 2020
Subject: Healthcare Analytics
About the Author
Jenni Colborn — Director, Demand Generation
Jenni Colborn

Director of Demand Generation & Marketing

Marketware