Engaging Physicians: Keys to Increasing Healthcare Revenue
Content Marketing Fuels Engagement
Over 80% of physicians watch educational videos more than once a month
Physician engagement is only possible if you can reach your audience on a consistent basis. Multi-channel content marketing campaigns to a targeted physician audience are necessary to keep physicians informed of the latest innovations, treatments, and surgical techniques. 88% of physicians prefer video-based information over text-based content and over 77% state that video impacts their procedural techniques and treatment plans. Reaching your physician audience with relevant clinical content is the key to maintaining physician engagement.
Engagement increases patient revenue by $460,000 per physician
Studies have made it clear that physician engagement has a profound impact on revenue. The same Gallup study found that by successfully engaging their physicians, one healthcare system averaged a $460,000 increase in patient revenue per physician per year. Healthcare systems could improve their bottom line by almost half a million dollars a year every time that they engage one of their disengaged physicians.
Establish an Online Physician Destination
73% of physicians would engage in discussion about clinical/educational video
Training and resources ranked 2nd only to compensation as influencing physicians to change their behavior. Your healthcare system should have an online destination to connect physicians through education such as CME and clinical video. A recent study from BroadcastMed’s Physician Survey Initiative found that over 73% of physicians engage in discussion involving procedural or educational video in online provider communities. Providing physicians with an online destination featuring recent clinical content is pivotal to successfully engage physicians and increase revenue.
Engaged physicians are 26% more productive
There is a strong correlation that exists between physician engagement and productivity. Not all physicians commit the same amount of emotional equity in their health system. Gallup found that physicians who were fully engaged were 26% more productive than physicians who were disengaged. Engaging physicians increases their productivity which results in more appointments, referrals, and higher quality patient care.
3% more outpatient referrals and 51% more inpatient referrals
The confidence and emotional equity that a physician has for their health system is important to generating referrals. Fully engaged and engaged physicians give a hospital an average of 3% more outpatient referrals and 51% more inpatient referrals than physicians who were not engaged. The key to grow a healthcare system and generate referrals begins with developing strategies to engage with both local and national physician audiences.
4 of 10 physicians have burnout
Physician frustration has negative impacts on both the quality of patient care and healthcare system revenue. According to one healthcare system, about four in 10 physicians reported feeling dissatisfied with their medical practice. Whether employed, affiliated, or a prospect of a healthcare system, the development of effective physician engagement strategies is crucial to avoiding physician burnout.
1.Burger, Jeff & Giger, Andrew. (2014). Want to Increase Hospital Revenues? Engage Your Physicians. Gallup. Retrieved from http://gallup.com/businessjournal/170786/increase-hospital-revenues-engage-physicians.aspx
2.BroadcastMed Physician Survey Initiative. (2017). https://www.broadcastmed.com/faq/physician-survey-initiative-results