Physician Liaison Activity & Healthcare Analytics

A poll completed by Marketware reports that over 68% of liaisons are leveraging healthcare data analytics as part of their physician liaison activity without the help of an analyst expert. Whether physician liaisons have the help of an analyst or not, the role on its own can be time-consuming and difficult enough before adding on the duty of data analysis. 

Why Healthcare Data Analytics Matters

Ultimately, healthcare data analytics should be utilized to drive actions and support decisions that address the goals and issues of an organization. Without data, health organizations lack the insight needed to advance their organization beyond competitors. Members of the organization are left to make hunches about their current status as well as their competitors’ current advantages and disadvantages. This leaves members and leaders in the dark when creating strategies.

Claims data equips physician liaisons with the insights needed to answer key competitor questions. It provides a 360° view of performance, market trends, and referral leakage. With this data, you can identify top providers, analyze referral gaps, and explore new market opportunities. Additionally, it reveals insights into service ROI and potential partnerships.

How to Innovate Early Wins with Key Stakeholders

Healthcare data analytics is an investment. Key stakeholders may take a moment to fully realize the impact strategies backed by data can have on their hospital organization. When initializing a conversation to bring on a practice management program, find someone in your leadership team who has a black-and-white thought process. This person should enjoy data, reports, and tools to make choices and identify crises. Create a conversation with this leader to turn them into your advocate.

Once you secure the practice management program, demonstrate how it positively impacts the hospital organization. Use data to validate activities, uncover issues, and find referral patterns. View data as an investment to identify opportunities, validate actions, and highlight receptive providers. However, data should never replace face-to-face interactions with people.

People are the ones who make the referral decision, and they look for those they like and respect. Therefore, data should be used alongside relational building to enhance relationships that a liaison has formed or wishes to form.

Create a Field Map Using Data

When implementing a field strategy plan, you should be goal-focused and data-driven. Healthcare data analytics will help you define what interactions will prove most valuable to create an efficient field map.

The benefits of utilizing a practice management program coupled with claims data include:

1. Planning time appropriately
2. Prioritizing by which physicians provide the biggest opportunities
3. Mapping out routes within the field to prevent backtracking
4. Recording activity to help share with the physician liaison managers
5. Combining tracked activity with internal data to demonstrate liaison ROI
6. Focusing on the bottom line to make it clear to stakeholders that your work is essential

Keep Reports Simple

Liaisons often spend weeks creating reports, only to find that the data is outdated or stakeholders are uninterested. To avoid this, it’s important to understand your audience. Discover what stakeholders truly need or want to know and tailor your tracking reports to provide those key metrics. Utilize a practice management program to create detailed reports on all of your strategic efforts.

Marketware collaborates with claims data vendors to extract patient information and present it in a readable format. This enables hospital organizations to create better reports for leadership. Use these reports to highlight past and future achievements. Craft a data-supported strategic narrative to demonstrate impact. Thoughtful analysis leads to small wins and inspires ongoing innovation.

Closing Thoughts

Physician liaisons, whether in small or large organizations, juggle many roles, including that of data analyst. Claims data complements their fieldwork by providing actionable insights. Without data, liaisons are forced to rely on guesses about their organization and competitors. Combining healthcare analytics with a practice management program boosts efficiency and drives strategic decisions for physician liaisons.

Infographic — Healthcare Analytics

10 Best Practices for Data Analytics Adoption

This infographic outlines key best practices for successfully adopting healthcare data analytics. By following these proven strategies, organizations can leverage data to drive impactful outcomes, reduce out-migration, and capture market share using platforms like Marketware’s Healthcare Analytics.

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White Paper — Healthcare Analytics

An Inside Look at Marketware’s Healthcare Analytics Platform

Explore our healthcare-specific PRM and analytics platforms designed to help you plan, track, and measure liaison activity across key growth initiatives. With powerful business intelligence, seamless data integrations, and dedicated support, our platforms provide the tools you need to drive better physician engagement and demonstrate ROI.

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