3 Reasons You Should Be Tracking Physician Liaison Activity
Tracking Liaison Activity allows you to see exactly what your physician liaison has done with specific physicians. You’re checking your monthly referral report and notice that Dr. Roberts, the PCP down the road, has finally referred patients to your clinic. You’ve been waiting for this for over a year. But you can’t help asking, why now? You pull up the activity reports for your physician liaisons, and see that Sara, the liaison for the region, has completed numerous activities with Dr. Roberts, including calls, office visits, and resolving an issue between offices.
So why is tracking activity important? After all, those referrals might have come in without tracking Sara’s activity — simply because she put in the work. But if you couldn’t correlate the rise in referrals to the actual physician liaison, how would you ever see that the time and money invested into the program was worth it? How else would a physician liaison prove their ROI and feel secure in their contribution to the organization? And how else would you measure accountability?
In a physician liaison ROI case study completed by The Vein Specialists of America, they stated that a physician liaison should, on a weekly basis, submit an activity report. They also note that “The physician liaison should document what practices they visited, who they spoke to, what information they left with the practice and any issues that were identified and follow up that may be required.” So what are the benefits of tracking activity?
1. Proving ROI by Tracking Physician Liaison Activity
Tracking physician liaison activity enables you to view completed tasks for specific physicians and link them to revenue outcomes. For example, if a liaison meets with a physician multiple times and referrals increase, it suggests that the liaison’s activity contributed to the revenue rise. Conversely, if no activity is recorded with a physician and revenue drops, this highlights the connection between engagement and ROI. When engagement is high, the ROI of a physician becomes clear.
2. Driving Referrals Through Physician Preference
Tracking all communication with the physician allows you to correlate referral trends with liaison contact and outreach methods. Not all outreach methods work the same for every physician. For instance, referrals may double after physician-to-physician meetings or increase after targeted emails. By properly tracking visit details, you gain insight into which tactics work best for specific physicians and refine your outreach strategies accordingly.
3. Measuring Accountability
Not every physician will increase their referrals; however, that does not mean that the physician liaison is not putting any effort into getting that physician’s business. Tracking activity will make the physician liaison accountable for his or her time and effort toward gaining referrals. Reporting based on tracked activity will help the physician liaison, and his or her manager, see if the goals established for the physician liaison are clear and realistic.
Many important factors contribute to a physician liaison’s job and success. While some may see tracking all activity as time-consuming, documenting interactions with specific physicians provides significant benefits.
Looking to learn more about how you can better track physician liaison activity? Schedule a free, fully customized demo of Marketware’s Physician Relationship Manager with 1 of our solution specialists today.
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