Best Practices for Increasing Oncology Referrals
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This document provides best practices for independent oncology practices to increase referrals from hospital-affiliated physicians. It outlines a four-pronged strategy of excellent service, outreach, convenience, and cost considerations. Excellent service includes outstanding patient care, quick turnaround times, and communication with referrers. Outreach involves hospital presence, referrer meetings, community involvement, and promotion. Convenience recommends a one-stop shop, proximity to patients, and multiple locations. Regarding cost, the document suggests accepting more insurance plans and staying attractive to payers to compete with hospitals. Data analysis tools can help implement these strategies effectively.
![We will take care of everything
[taking the load off of the referrer]. We
work very hard. Let me do all the work
and I can get it done faster. Of course
we keep the referrer in the loop.We
don’t circumvent them.
— Independent Oncologist
3 Convenience](https://image.slidesharecdn.com/8-3-18strategiesforincreasingoncologyreferralsv-180803150821/85/Best-Practices-for-Increasing-Oncology-Referrals-12-320.jpg)
Best Practices for Increasing Oncology Referrals
- 1. Best Practices FOR INCREASING Oncology Referrals How Independent Oncology Practices Can Generate More Referrals From Hospital-affiliated Physicians
- 2. As physician practices increasingly merge with hospitals and large health systems, independent oncologists are at a distinct disadvantage in the pursuit of new referrals. Hospital and health system-affiliated physicians are often bound by contractual obligations or other directives to keep referrals in-house, significantly limiting the pool of potential new patients.
- 3. While this presents a considerable challenge, a recent survey* of independent oncologists and hospital-affiliated referrers concluded that independent practices can compete for new referrals. Key Study Findings: • The two primary factors that influence hospital-based referrers when considering independent oncologists are patient request and geographic convenience. • Payers are expected to play a larger role in the process going forward. • Quality service is a foundational element of increasing hospital- affiliated referrals. • Patient satisfaction supported by endorsements and consistent communication with the original referrer are essential. *Xcenda®, a strategic healthcare consultancy and part of AmerisourceBergen, conducted a total of 17 in-depth telephone interviews among 12 independent oncologists and five affiliated referrers (family medicine, internal medicine, urology, obstetrics/gynecology). Eleven oncologists claimed to be receiving referrals from affiliated referrers. For contrast, one oncologist who had just made the decision to affiliate with a hospital was interviewed. The five referrers represented a spectrum relative to the degree with which they referred patients to independent oncologists.
- 4. A Strategy for Success Based on this, independent practices can compete for new referrals by implementing a four-pronged strategy that comprises: 1 3 4 2 Outreach Convenience Cost Considerations Excellent Service
- 5. 1 Excellent Service Oncology practices can improve referrals with a multidimensional dedication to service that includes: Outstanding Patient Care Driving value in your practice with patient-centered care. When primary care physicians receive positive feedback from their patients, they are inclined to refer more. Quick Turnaround In some practices, patients (who are often anxious about their cancer diagnosis) are seen within 24 hours. Referrer Communication Informing the referring physician about the patient’s initial treatment plan and ongoing care. Additionally, non-oncological care is transferred back to the referrer instead of being assumed by the oncology practice.
- 6. We go above and beyond for the patient.We provide excellent service in a timely manner. Routinely, we see patients the same day or within 24 hours. — Independent Oncologist 1 Excellent Service
- 7. In my experience, the more a practice communicates with a referrer on the patient diagnosis, the proposed treatment plan, keeps the referring physician apprised of the ongoing progress, etc., the more comfortable the referrer is with sending patients to you. Keeping the lines of communication open builds trust and results in a more clinically coordinated experience for the patient. John Dodd Director, Business and Clinical Consulting ION Solutions 1 Excellent Service
- 8. 2 Outreach A common observation is that physicians refer to specialists they know personally or by reputation.1 Independent oncology practices can deploy a number of outreach strategies to generate awareness and familiarity/comfort among referrers. Hospital Presence Serving on tumor boards at local hospitals helps oncologists establish a reputation and maintain a level of familiarity and confidence with referring physicians. Referrer Meetings Some oncologists conduct monthly or quarterly dinners with referrers to strengthen relationships. One oncologist reported taking off two weeks each year during the holiday season to visit with referrers in person. 1. . https://health.usnews.com/health-news/patient-advice/articles/2016-04-07/whats-behind-that-medical-referral Community Involvement Practices might consider sponsoring or being involved in community events, such as charity runs for breast cancer. Advertising and Promotion Being proactive with social media – Facebook, Twitter, LinkedIn etc. – helps some practices increase referrals. These channels are an excellent means of promoting physicians’ accomplishments and community service to help patients feel they’re being referred to a person, not just a practice.
- 9. I have professional and personal relationships with physicians. I serve on tumor boards and consult at the hospital. It’s my connections and my reputation that generate referrals. — Independent Oncologist 2 Outreach
- 10. While the relationship with referring practices is a crucial part of any practice’s growth strategy, do not underestimate the power of an impactful patient- facing promotional effort. You have the ability to educate and establish trust with patients, their families and even referrers if you connect the right message at the right time using high- impact, low-cost promotional vehicles. Shea Joyner Prevost Vice President, Marketing Specialty Physician Services 2 Outreach
- 11. 3 Convenience Providing convenience for a patient who must both deal with a cancer diagnosis and make frequent trips related to their treatment cannot be overvalued. One-stop Shop Practices that offer the convenience of multiple amenities – radiological services along with chemotherapy treatment and in-office dispensing, for example – often see increased referral frequency. Location, Location, Location Geographic proximity can make an independent oncology practice more attractive to a hospital referrer. Oncologists report receiving hospital referrals based on their proximity to a patient who is not conveniently located near a hospital-affiliated oncology practice. Multiple and/or satellite locations can help in this regard.
- 12. We will take care of everything [taking the load off of the referrer]. We work very hard. Let me do all the work and I can get it done faster. Of course we keep the referrer in the loop.We don’t circumvent them. — Independent Oncologist 3 Convenience
- 13. We know now that patients are consuming healthcare and making decisions about care providers in ways that were uncommon in the past. Practices need to provide conveniences to the patient and their caregivers in order to be the oncology practice of choice. Having services such as in-office oral dispensing is a good step in fulfilling that role for the patient. Lisa Harrison Vice President, Practice Business Solutions Specialty Physician Services 3 Convenience
- 14. In a survey by the Advisory Board Company, the six services cancer patients said were most valuable to them during their care were all related to convenience and coordination2 : 2. https://www.advisory.com/research/oncology-roundtable/expert-insights/2015/10-insights-cancer-patient-survey All of my care takes place in one building Specialized symptom management One point of contact to help me understand my care Multidisciplinary care clinics Nurse phone line for help with symptoms Online portal to view test results, contact care team 3 Convenience
- 15. 4 Cost Considerations Because of their volume, hospital systems can negotiate better reimbursement plans. It is important for independent oncologists to find ways to compete from a patient cost perspective. Accepting More Insurance Plans Patients tend to follow their insurance coverage. Accepting a wide variety of plans, particularly those that a hospital does not, will increase referral opportunities. Stay Attractive to Payers As they seek to reduce costs, health plans are becoming more involved in the referral process. Independent oncologists can stand out by providing more comprehensive patient management in order to reduce adverse events and readmissions.
- 16. — Independent Oncologist Payers are playing more of a role in the referral process and they are looking for a decrease in cost. We will have to manage everything, even hydrations, keeping patients out of the ER to reduce costs. 4 Cost Considerations
- 17. To compete at the payer level, an oncology practice needs to understand its market and its own strengths and weaknesses, and strengthen its commitment to value- based care. Delivering high quality, cost-effective, patient-centered care – with supporting data to back it up – will simplify negotiations with payers and potentially increase reimbursement rates. Natasha Clinton Director, Quality Programs ION Solutions 4 Cost Considerations
- 18. Practices should use up-to-date, actionable data to inform and support referral strategy. A business intelligence tool like InfoDive® , offered by ION Solutions can help a practice focus efforts on these best practices: Excellent Service InfoDive® identifies opportunities to improve care coordination, increase the quality of care delivered and lower the overall costs of patient care. Convenience InfoDive’s patient demographics also can help practices target promotional efforts. Understand what specific areas you are pulling from to target patient promotional efforts. Outreach Knowing where to focus your outreach efforts is key to being successful with your referral strategy. Analyze referral data to easily identify the physicians who are referring and, equally important, who are not. Cost Considerations Revenue cycle challenges become easier as the practice can view reimbursement, zero paid, contract performance, A/R, etc. Then use robust financial reporting for payer negotiations.
- 19. True leaders. True innovators. True partners. ION Solutions is committed to helping community oncology practices provide efficient, high-quality care. Our exclusive suite of technology and services solutions is dedicated to the success and longevity of independent community oncology practices. To learn how ION Solutions’ consultants can help independent oncology practices increase referrals, visit www.iononline.com.