Department/Unit:
Marketing
Work Shift:
Day (United States of America)Salary Range: $54,846.00 - $87,754.00
In order to assure achievement of projected growth patterns, the Albany Med Health System must promote awareness of its services and provide excellent service to existing and potential referral sources. Opportunities exist to offer more tailored information to referral sources as physicians are hired, and/or service lines grow, and to follow up to encourage referral of patients to the Albany Med Health System. Data must be mined to identify current referral patterns and outreach conducted to determine opportunities for improvement. Informational materials must be developed to complement physician-to-physician outreach, explain the benefits of services and to facilitate referrals. If operational issues are identified as a barrier to referrals they must be effectively addressed in cooperation with those responsible for the service or area of concern.
The Physician Outreach Coordinator will foster positive relationships with constituencies and referral sources, increase utilization of services, and provide feedback on perceptions of the Albany Med Health System’s service and competitive position in order to ensure it delivers on promises to community physicians and their patients.
The Physician Outreach Coordinator is primarily responsible for increasing referrals to Albany Med Health System physicians and services by developing, implementing, managing, tracking and partnering to develop innovative physician relations strategies -- as well as identifying, soliciting and creating referral relationships with external physicians and their practice staff and associated medical groups.
Duties and Responsibilities include:
Maintain current knowledge of new physicians and services. Work with communications staff to learn about new physicians and services and identify opportunities to share information about their background and skills with physicians – both of the System and community based.
Establish productive internal relationship network. Establish relationships with leadership of hospital, faculty practice, clinical chairs, and service lines to effectively respond to recommendations from referring physicians that may involve operational changes and to best meet goals of the position.
Coordinate efforts to increase business. Inform the planning, implementation and evaluation of strategies and tactics that target acquisition of new physician business, retention of desirable relationships, and development of approaches to non-referring but potentially valuable referral sources. Partnering with the Communications and Marketing staff, these tactics utilized will include direct mail, phone conferences, office visits, educational seminars, informal gatherings, electronic outreach and others.
Track outreach activities. Utilize and improve system to evaluate encounters, measure activities and impact, and share information from the field in an organized manner.
Execute and oversee outreach initiatives. Oversee events targeted to referring physicians and maximize value of such events, such as Grand Rounds, Open Houses and meet-and-greets, including addition of virtual components to the above as indicated to maximize overall accessibility of these efforts. The System Outreach Coordinator will consult with the Marketing and Communications Department for public events, such as press conferences, ribbon-cuttings and media opportunities. They will also develop leave-behinds, brochures, one-pagers, and other collateral to support outreach activities. They will also oversee the monthly clinician newsletter.
Analyze data to inform marketing strategies. Through analysis and collaboration with various stakeholders, identify opportunities to increase business for the hospitals and physician groups and work with Communications team to develop and execute marketing plans. This includes reviewing historic/current referral patterns; employing market data to identify opportunities; meeting with target physicians and their staffs to understand their needs and current perceptions of the Albany Med Health System; providing referring physicians and their staffs data on quality and service and following-up with them to make sure we are meeting their needs.
Create and support education on the system's efforts to implement a unified electronic medical record through Epic.
Perform other duties as assigned.
Minimum Qualifications:
Bachelor's degree is required.
Minimum of 5 years of experience in outreach or market development in healthcare is required.
Must be extremely mature, able to work independently and account for time, and have excellent judgment.
Must be a motivated self-starter with confidence working with organization leaders and physician leaders.
Must have excellent written and spoken communication skills and the ability to execute plans, including overcoming barriers as required.
Must be able to recognize an acute problem (e.g necessary intervention to save an important relationship or critical process change that needs to occur quickly) and know how to work effectively to get a timely solution.
Must be highly skillful in involving and collaborating with physicians, clinical staff/nursing, department chairs, and allied health staff on program development and execution and be a good team player.
Must have an understanding of how to work effectively within a large complex organization.
Must enjoy a flexible schedule, to accommodate early morning, evening and occasional weekend programs.
Must have experience with statistical analysis; market research and database management is preferred.
Previous experience in sales or health care marketing preferred.
Thank you for your interest in Albany Medical Center!
Albany Medical is an equal opportunity employer.
This role may require access to information considered sensitive to Albany Medical Center, its patients, affiliates, and partners, including but not limited to HIPAA Protected Health Information and other information regulated by Federal and New York State statutes. Workforce members are expected to ensure that:
Access to information is based on a “need to know” and is the minimum necessary to properly perform assigned duties. Use or disclosure shall not exceed the minimum amount of information needed to accomplish an intended purpose. Reasonable efforts, consistent with Albany Med Center policies and standards, shall be made to ensure that information is adequately protected from unauthorized access and modification.
