Physician Referral Management Account Management

Account Management Needs

• Prospects who rely on PRM have Account Reps that are road warriors.  An “Opportunity” is not really anything more than an agreement that a practice will do refer patients to the Prospect.   The exact quantity and frequency of referrals is often undefined.  What drives the referral volume is frequent visits, frequently updated content literature (Case Studies, research papers, etc) and Educational Events for Physicians. 
• Our Prospect’s Account Reps will strive to be on site with their practices often, but are typically ham strung in how to intelligently choose which practices to visit, and how often. 
• Educational Events can be huge for PRM Prospects, and tracking the invitations, attendance  AND RESULTING REFERRALS from an event can be huge.
• Scheduling these events, though, take resources, time and money, and so the prospect needs solid data before deciding to commit.  For most of our prospects, this comes from understanding the size and distribution of the referral network, the referral stream coming from the network (from EMR) and, the potential patient landscape in the distribution area.
• In addition, our Prospect’s Account Managers are typically responsible for new Lead Generation as well.  With no data really about the Leads, it is important to be able to visualize leads close to Practices, so that visits can be managed.

How can we Help?

• Using base Salesforce Views we can show data regarding last visit, sales volume (assuming we are integrating with their ERP), and product mix.  
• However, USING Salesforce MAPS, we can put this function on steroids!  Maps would be a game changer for these reps •Mobile experience would be key – even though most of the customers wouldn’t even think about it.  We should be talking mobile from the first conversation – start with how reps communicate trip outcomes, understanding that most of the time the answer will be “they don’t”. (see below)
• Using base activity management and mobile experience, we can record trip outcomes, record next steps, and track basic expenses like mileage or meals. Finally, workflows and approvals can help our prospects to alert and confirm trips, outcomes or events for their leads and customers.
• Finally, for Educational Events, base Campaigns can be key.  Building, inviting, recording attendance and ultimately using EMR data to link referrals to campaigns can be key.

Questions to Ask

^{Management: (HealthCloud & Maps )}

• ^{Are you doing ANY CRM activities?} 
• ^{How do you decide when (and who) to Visit?}  
• ^{How do you report meeting outcomes?} 
• ^{What kind of data do you need on the road?  Is the data in EMR? Outlook? Spreadsheets?}
• ^{How do you collaborate within the company?  (Quip, Chatter, etc.)}
• ^{How do you track Events (or do you?)}
• ^{How do you assign Practices and/or Leads?  Is there a geo distribution?}  
• ^{If a Rep leaves, how do you “Institutionalize” the practice relationship history?}