Healthcare transitioning to value-based care means hospital and health system approaches to physician relationships are evolving.
Emilio Ruocco, VP, Market and Provider Solutions at Evariant in Farmington, Conn.: The current paradigm, regardless of whether organizations are still building, or are optimizing physician networks, requires being more inclusive. Representative physicians from all relevant care settings should be included in broader organization decision-making. This can take many forms — advisory panels, management appointments and steering committees, among others.
Physician outreach in general should be informed and accountable. Informed means outreach is guided by market-level insights providing timely understanding of physician activity and referring tendencies. Accountable means those doing outreach should record and track their activities using the latest physician relationship management software, so management can measure efficiency and impact. It also means organizations can be accountable to themselves. When physicians raise valid concerns about access, patient experience, care coordination, cost, quality and efficiency, they can be tracked through facilitated, workflow-directing issue management capabilities within those same PRM systems. Subsequently, ongoing market data analyses can demonstrate whether efforts result in positive business impact. While once separate domains, market analytics and physician relationship management systems can now be integrated solutions, reducing costs while simplifying procurement and implementation.