The Marketing and Planning Leadership Council previously featured the application of co-management models to the orthopedic service line and how these arrangements can improve both care and market share capture.
In our more recent work on referral management, we’ve come to realize another positive element that co-management can bring to the table; strengthening your referral network. Co-management arrangements that include elements linked to the business objectives of both organizations can be used as a lever to secure alignment with independent physicians, who are often more challenging to work with than employed physicians.
Reinforcing your referral network with co-management arrangements
Like referrals for all procedural services, radiation therapy referrals hinge on outreach to referring physicians—through liaison visits and peer-to-peer interactions—and creating a positive patient experience. Yet, there are also a handful of radiation therapy-specific tactics that organizations can use to ensure a steady source of referrals and prevent leakage.
Market the technology to referring physicians
For some service lines and procedures, marketing advanced technology may not provide significant returns. However, with radiation therapy, referring physicians are often conscious of differences in technology platforms and should be made aware of those investments.
Educate the medical staff and the primary care physician community about advanced technology through:
- Oncology liaison outreach
- Marketing collateral
- Open houses
- Presentations by the medical director of radiation oncology
Four tactics to boost radiation therapy referrals
We often receive questions about pediatric-specific service line strategies. In many cases, the same tactics that hospitals use to drive referrals to service lines more generally apply to growing pediatric volume.
In a recent Expert Insight piece on strategies for growing pediatric orthopedic programs, we outlined how many of the strategies mirror broader approaches to orthopedic service line growth. That said, while many of the tactics may be similar, successfully applying them to pediatric orthopedics growth requires some nuanced implementation.
Growing pediatric orthopedic programs