Marketware Enables Citizens Medical Center to Target Physician Outreach & Meet Patient Needs

Citizens Medical Center Overview

Moving Beyond Spreadsheets & Google Maps to Smarter Tools

Like most healthcare organizations that lack a dedicated solution for physician outreach, Citizens for years relied on the same bag of familiar tools: Excel spreadsheets, Google maps, a telephone, and a full tank of gas. While these tools help get the job done, they don’t enable efficiency. 

Fortunately, Longoria walked into an upgraded scenario when she took the physician liaison position in early 2024. By that time, Citizens had adopted Physician Relationship Management (PRM) and Healthcare Analytics tools from Marketware. What Longoria described as daily “guess work” pre-Marketware evolved into a scenario where she can plan her days with confidence.

“We are the main hospital to several smaller communities around us,” Longoria says, explaining why the ability to plan is so valuable. “For advanced treatment, they’ll often transfer them into our hospital, but they may not if we don’t make them fully aware of the services we provide and create a relationship. That’s what I do with the help of Marketware.”

In so many non-urban areas of the country, there is this complex interplay of healthcare services the community needs and reliable revenue a care organization must generate to survive. Citizens is no exception, and Marketware helps ensure that the needs of both sides are satisfied.

Using Claims Data to Drive Physician Outreach

Most days, Longoria has an established pattern that is enabled by Marketware claims data. 

“I can run claims data reports where I say, ‘Hey, I want to focus on these types of providers and I’m trying to get into Bay City,” Longoria explains. “Tell me about, let’s say, urology providers, in Bay City. How many shared urology patients do these providers have with Citizens? Do they send us any business? Is there an opportunity for us to move into that market?”

Every couple of weeks, Longoria meets with her Client Success Executive at Marketware, and together they identify actionable data about a particular healthcare service line and geographic area. Armed with that background information, Longoria knows who to visit and where they are located, as well as some basic information about their claims submission history.

“My job is simply to create meaningful relationships and to make sure providers are aware of the services we provide and how the proximity of Citizens will benefit their patients,” says Longoria. “Yes, the outreach also benefits our hospital, but this truly is a scenario where everyone involved has something to gain through the relationship.” 

How does Marketware enable liaisons to be more responsive to the needs of doctors and administrators?

With Marketware providing essential support, Longoria is better able to assist physicians who want to increase patient volume and administrators who want to see detailed data points.

“One of our urologists came to me last year and said, ‘I really would like to be busier,’ and so we pulled some information, started pushing it out, and now they are blowing numbers out of the water,” Longoria says. “Hospital leadership is also very happy with what we are able to do. They’ve told me that we are exceeding expectations for a physician liaison team, which is great.”

Tracking Data in a Centrally Accessible, Comprehensive Tool

All this accessible claims data attached to specific area providers could create an organizational headache for Longoria and Citizens administrators who want to track progress. For many healthcare organizations, the way to manage that data is Excel spreadsheets and similarly outdated tools.

With Marketware, Longoria, her team of internal and external marketing professionals, and administrators can all see the same data in real time. Marketware tracks updates to provider information, locations, and all communication in a centrally located web-based platform. Gone are the multiple versions of tracking documents and the need to frequently share and cross-reference via email.

Marketware’s built-in tracking function also gets Longoria exactly where she wants to go when she heads out on the road.

“That’s my favorite thing, because I’d be lost without it,” Longoria says. “For people like me without a great sense of direction, it’s very, very beneficial.”

For smaller semi-rural healthcare organizations like Citizens, Marketware also enables a lean organization that functions on par with much larger hospitals and liaison teams. Longoria is effectively the only physician liaison on staff, but with Marketware data and tools, and contracted marketing materials creators, she can expand the reach and awareness of Citizens on a level usually only achieved by much larger organizations.