Physician Relationship Management at the University of Texas M. D. Anderson Cancer Center Lyle D. Green, MBA, FACHE, FHIMSS Associate Vice President for Physician Relations
UT M. D. Anderson Cancer CenterHouston, TX Facts and Figures • Cancer Hospital - 521 Beds • Patient Admissions - 22,257 • Faculty – 1,383 • Employees - 16,840 • Active Clinical Trials - 1,064 • Involved Providers - 111,075
Physician Relations Mission Statement The aim of the Office of Physician Relations is to contribute to the mission of the M. D. Anderson Cancer Center by acting as the organization’s primary liaison with community physicians. We will strive to create and improve relationships that facilitate access to M. D. Anderson’s clinical, research, prevention, and educational services.
Physician Relations Vision Statement Recognizing that the physician plays a vital role in how and where an individual seeks oncology care, we will provide leadership aimed at developing M. D. Anderson’s referring physicians to become loyal customers, advocates, and champions of the organization who are: • Knowledgeable and aware of available services • Completely satisfied with the delivery of those services • Willing to refer appropriate patients to us • Willing to recommend us to their colleagues, friends, and families • Considered as valued and respected partners of M. D. Anderson • We will engage community and referring physicians in helping realize M. D. Anderson Cancer Center’s vision of: “Making Cancer History”
Promote , Educate , and Inform Willing to Recommend Loyal Customers , Knowledgeable and Completely Satisfied Self - Perception of Referral of Patients Advocates , and Aware of Services with Service Delivery Value and Respect Champions Willing to Refer Data + Information = Knowledge of the Referral Base Physician Relationship Management Process Flow
Physician Relationship Management Process Strategic Priorities • Access • e-Health • Clinical Trials • Patient Care Technology • Global Oncology • Business / Referral Development
Referral Development Physician Office Visits Launching New Satellite Practices International Physician Relations Medical Society Conference Exhibiting Customer Service and Access Satisfaction Survey Process Call Center Collaborations Clinical Knowledge & Expertise Clinical Trials Recruitment Operations, Process & Systems Improvement myMDAnderson for Physicians Clinical Safety and Effectiveness Baldridge Quality Criteria Education and Information Faculty Speakers Bureau CancerPro OncoLog Guide for Referring Physicians Physician Relationship Management ProcessMultifaceted Approach
Physician Relationship Management Process Clinical Growth Model Physician Relations Specialists (PRS) Clinical Background Pharmaceutical Sales Territory Redesign Remote based PRS (Austin, TX)
Access and Customer Service • Physician Relations Specialist (RN / BSN) • Collaboration between Physician Relations and askMDAnderson • Dedicated Physician phone line and triage • Completes the clinical continuum for physician referral and communications • Clinical Safety and Effectiveness project • Includes pilot phase with Head & Neck Center for direct referral entry into HIS
myMDAnderson for Physicians Primary Features Customized online referral process • Referral preference by age, diagnosis, care center, geographic location, or specific M. D. Anderson physician • International physician referrals • Self-service approach to maintaining referring physician contact information Secure access to patient information • Appointment schedules • Transcribed documents / patient medical records • Secure messaging with M. D. Anderson staff
myMDAnderson for Physicians Key Metrics
Return on Relationship Establishing Goals and Measuring Success • Referrals • Registrations • Reputation • Revenues • Satisfaction
Referring Physician Satisfaction What do we do? • Assess referring physician satisfaction with the cancer center’s faculty, staff, operations, and systems with which they interact in order to access oncology services for their patients. • Improve our collective knowledge and understanding about the important factors that influence referring physician decisions about where and to whom to refer a patient for cancer care. How do we use the information? • Identify opportunities for continuously improving processes, systems, and operations aimed at enhancing the level of service provided to our referring physicians. • Obtain feedback that supports organizational efforts to develop strategies aimed at optimizing the referral of appropriate patients to the Cancer Center.
Referring Physician Experience Map Diagnosis Consult Referral Treatment Follow-up Symptoms Suspicions Pathology/ examination Identify treatment options Discuss with colleagues Discuss with specialists Evaluate specialists, resources Outline plan Obtain Patient information Discuss with patient Insurance Accessibility Confirm diagnosis Treatment plan Progress reports Community- based lab or treatment Patient maintenance plan Patient satisfaction • Direct to physician • “Business Office” • Non-standard case • Second opinion • Coordinate referral • Direct patient
Contact Us Telephone: 800-252-0502 713-792-2202 713-745-8373 (direct) Fax: 713-794-4685 Email: firstname.lastname@example.org