Build a Successful Outreach Campaign: 10 Questions to Ask

As a physician liaison and a nurse, I have had the pleasure of launching, supporting, and growing a number of new services for patients. In my experience, planning and preparing ahead of launch is a key component to a successful launch. Physician Liaisons play an important part in educating the medical community about new services and programs.

Below are 10 questions I often ask to ensure I have the details they need upfront to plan and carry out a successful outreach campaign. By carefully addressing each of these questions, liaisons can help support a stronger, more coordinated launch.

10 Questions for a Successful Outreach Campaign

1. What patients would benefit from this program or procedure?
2. Which specialties or entities typically serve this population & would be an ideal referral source?
3. Are there specific markets that we are interested in developing first?
4. How are referrals made into this program & how will these be tracked?
5. What prior testing is needed before a consult & who is responsible for ordering these?
6. What additions or modifications do we need to make to the hospital and/or practice websites to generate awareness about the new program/procedure?
7. What printed materials do we need to generate or update to support any collateral required to prime, educate, or follow up with key audiences?
8. Which physician champions are best poised to partner on outreach?
9. What type of provider-to-provider encounters will best support referral development?
10. Do we need to plan other supportive activities or events to help generate awareness in the community and among patients?

Putting the Outreach Campaign Checklist into Action

Launching and promoting a new healthcare service requires strategic planning and collaboration. In this regard, Tampa General’s structural heart program is a great example of how physician liaisons can drive growth and awareness through a structured outreach approach.

Identify the Right Patient Population

Tampa General’s program includes TAVR (Transcatheter Aortic Valve Replacement), a minimally invasive procedure for high-risk patients with severe aortic stenosis who are not candidates for open-heart surgery. Specifically, this procedure offers an alternative for patients who would otherwise face significant risks with traditional surgery. Primary care providers typically manage these patients, but cardiologists often take the lead — making this specialty the key target for referral development, particularly among cardiology groups that don’t currently offer TAVR.

Streamline the Referral Process

Understanding how referrals are made and what information is needed is critical for a successful outreach campaign. To address this, at Tampa General, we direct all potential structural heart patients to our valve clinic. To facilitate the process, we created a referral form that gathers essential details, including:

• Patient’s name & date of birth
• Medical history & physical exam details
• Any prior testing available

Referral sources fax or email the form directly to the valve clinic coordinator, and they track referrals in an Excel spreadsheet. As a result, this tracking system provides valuable insights, helping liaisons identify trends and strengthen key relationships.

Coordinate Patient Navigation & Scheduling

Beyond referrals, the valve clinic coordinator plays a crucial role in patient navigation. This includes:

• Scheduling the patient’s valve clinic visit
• Arranging necessary pre-procedure testing
• Securing prior authorizations

By highlighting this patient support system, we emphasize the value of our program to both referring providers and their patients.

Marketing & Awareness Initiatives

Collaboration with marketing teams is another essential component of the outreach strategy. Liaisons work closely with marketing to:

• Develop website content that informs both providers & patients
• Highlight program accolades, accreditations, & patient success stories
• Create printed materials tailored to different audiences

While some materials are suitable for both patients and providers, follow-up materials can reinforce program benefits by showcasing key outcomes, patient volumes, and success rates.

Engage Providers Through Outreach & Events

Physician outreach plays a major role in launching new services. As a liaison, I work with physician champions to:

• Develop targeted content for outreach
• Identify & engage high-value referral sources
• Schedule practice visits & provider meetings

These outreach efforts take various forms, from one-on-one discovery visits to structured in-person meetings and lunch-and-learn sessions. Additionally, larger events — such as CME courses, community lectures, and patient testimonial campaigns — help generate awareness and credibility across multiple platforms, including social media.

The Value of a Strategic Checklist

Overall, this structured approach demonstrates how having a clear checklist and answering key development questions in advance can set the foundation for a successful outreach campaign. Furthermore, by proactively addressing referral pathways, patient navigation, marketing support, and provider engagement, liaisons can serve as true growth agents for their physicians and service line leaders.