Physician Relations Manager (Prm) Acute Care Training Manual: From the Inside Out

By Darlene Simonian

This training manual was created to help physician relations managers, Physician liaisons, and any sales professional learn he basic and intermediate skills necessary for work within an acute and post acute care hospital setting.
Healthcare has changed dramatically over the years and it is more important then ever to quickly and efficiently get new sales professionals up to speed on the necessary skills to get out in the field and develop necessary relationships for the hospitals.
Since time is always something lacking in training new hires and getting them out in the field, this manual will assist with the skills necessary to not only get out and start building relationships but can be used whenever the liaison needs something to fall back on while learning the new position.

• Language: English
• Publisher: Trafford Publishing
• Release date: Aug 4, 2017
• ISBN: 9781490783413

Darlene Simonian

Darlene has had over 30 years in the healthcare industry and has a degree in Management, Education, Training, and Curriculum Development. She has spent over 30 years working with physicians and acute and post acute care facilities. The experience she has learned has made it possible for her to create this manual to assist various departments in the acute and post acute setting with quick and efficient training methods for internal and external staff. Darlene is currently a hospital liaison and completed her MBA with National University School of Business in 2010. She also earned her bachelors of science dgree from Southern Illinois University, Carbondale, in adult education in 2003. Darlene lives in California and enjoys running, cycling, ministry work, and spending time with her nephews Kaleb, Aaron, and Breckon and her sisters Donna and Dawn. She especially loves spending time with her new baby Jaxx a yorkie/poodle mix.

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Copyright 2017 Darlene Simonian.

All rights reserved. No part of this publication may be reproduced, stored in a retrieval system, or transmitted, in any form or by any means, electronic, mechanical, photocopying, recording, or otherwise, without the written prior permission of the author.

Darlene also published Saving Dopey: A Battle Against Multiple Myleoma

ISBN: 978-1-4907-8340-6 (sc)

ISBN: 978-1-4907-8342-0 (hc)

ISBN: 978-1-4907-8341-3 (e)

Library of Congress Control Number: 2017947615

Because of the dynamic nature of the Internet, any web addresses or links contained in this book may have changed since publication and may no longer be valid. The views expressed in this work are solely those of the author and do not necessarily reflect the views of the publisher, and the publisher hereby disclaims any responsibility for them.

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Trafford rev. 07/28/2017

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Contents

1. Physician Relations Job Description

2. Job Duties

a. Physician Relations: New Physicians

1. New physician pre-governing board preparation

2. New physician practice director pre-governing board meetings

3. New physician post-governing board meeting

4. New physician practice director post-governing board meeting

5. New physician post-governing board on-boarding

6. Hospital department retour and introductions

7. Hospital director introductions

8. Operating room preparation for new surgeons

9. Proctoring

10. Provisional status

11. Call schedule

12. Office preparation for 1206D and foundation physicians

13. Establishing practice physician lists

14. New physician introductions to medical staff

15. New physician introductions to community physicians

16. Physician comp log

17. Marketing introductions

18. Lecture opportunities

b. Physician Relations: Established Physicians

1. Referral tracking

2. Reviewing current referral patterns

3. Establishing referral trends

4. Community reintroductions

5. New physician/specialist introductions

c. Specialist introductions

d. Service line management

3. Sales 101

a. Definition of a sales call

b. Definition of relationship building

c. How to ask for the business

d. How to handle an objection or issue

4. Strategic Marketing

a. What is a strategy plan?

b. What to bring to an office and what to stock your car with

c. Making an appointment versus dropping in an office

d. Who do you want to meet with and why?

5. PRM versus Marketing

6. Sales Call Reporting

7. Budget Analysis

8. Conflict Resolution

9. Team Building

10. Business Development

11. Administration and Business Development

12. Information Technology (IT) Department and PRMs

13. New Resident Tours and Introductions

14. New Faculty Tours

15. Time Management

16. Medical Staff

17. Nonmedical Staff

18. Portal Access

19. EMR Access

Acknowledgements

I would like to thank God for being first in my life and directing me and creating me to be who I am and giving me the wisdom and knowledge to create this manual so it could help people to be successful at what they do and to go after their dreams.

A huge thanks to my family who has always been there for me and supported me throughout my life. They have always been my rock and a blessing; Donna, Dawn, Joey, and the love of my life my nephew Kaleb. A thank you to my dad Joseph for love and support and being my dad.

I would like to say a HUGE thank you to Dr. Shahin Etebar, Neurosurgeon, from Desert Spine and Neurosurgical Institute for his photo, being a great friend and all his support for the manual.

And many thanks to special friends who have supported me through tough times and encouraged my efforts: Dr. Anna Gasparyan, Wendy Clarke, Dr. Sana Khan and Dr. Sohail Ahmad.

1. Physician Relations Job Description

• Research and develop new physician contacts.

• Create awareness of the hospital services and specialists.

• Establish long-term relationships between the hospital and the physicians.

• Establish long-term relationships with physicians’ office staff.

• Introduce new physicians