agenda

*Times and Content Subject to Change
*All times listed in EST

6:00 am

Sunrise Yoga
YogaOn with Cari
Complimentary for all attendees. Register here.

7:00 am - 7:45 am

Continental Breakfast

7:45 am - 8:30 am

AAPL State of the Organization - Annual Business Meeting
AAPL Board of Directors

8:30 am - 9:30 am

Plenary Talk - Liaisons in Action! - Sales Training for All
Ernest Vargas, Senior Physician Liaison, Michigan Medicine
Georgina Koch, Senior Physician Liaison, Physician Relations and Outreach, Michigan Medicine
Ebony Whisenant, Physician Liaison, Michigan Medicine
Esther Hyne, Senior Physician Liaison, University of Michigan-Michigan Medicine

A sales simulation group effort with effort and involvement from new, seasoned, and veteran liaisons and managers. Using a real-life example, your 3 groups will strategize, plan, and execute a sales outreach call to promote a new surgeon. We will watch a liaison from all three groups carry out this sales call real time and will learn what each group did well, what was learned, and what opportunities were or weren't uncovered.

9:30 am - 10:00 am

Refreshment Break/Visit Sponsors

10:00 am - 11:00 am

Concurrent Sessions


Effective in the Field: Revving Up Your Performance
Tommy Tiller, Chief Operating Officer, Tiller-Hewitt HealthCare Strategies
Catherine Hurst, MSN/MBA, RN, Director, Physician Outreach, Archbold Medical Center

Ready to super-charge your outreach strategy and RESULTS? This session will demonstrate how this organization drove $34 million of incremental NET revenue in the first year of their Outreach Program. Attendees will learn how to accelerate their organization’s results with needle-moving performance in the field – from systemically breaking through access barriers, to strategic targeting, collaborative planning, issue resolution and tracking, to senior level reporting of timely and relevant results.

Experienced Liaison - Leveraging Digital Strategies to Redefine Outreach
Deidra Weber, Director, Physician Relations, Spectrum Health
Lisa Edwards, Sr. Provider Program Specialist, Spectrum Health

Connecting with physicians and their staff has evolved from in person visits to having an area of electronic options available to connect with them. Utilization of the digital communication can be challenging on many levels; from understanding available options to keeping messaging relevant. We will provide an overview of what this process looked like from development, to implementation and how it impacts our outreach campaigns.

Using Claims Data to Support Patient Acquisition and Retention Strategy
Nancy Vanselow, Sr. Manager of Marketing Development, Children's Wisconsin
Lisa Magurany, Senior Physician Liaison, Children's Wisconsin

Claims data may be new territory for many organizations. During this lecture we will review how and when you should use claims data to support acquisition and retention strategies. We will share three examples of how we used claims data to develop drive tactics to support increase in procedures scheduled, capture referrals from a competitor and preserve referral relationship with short staffed specialty.

11:00 am - 12:00 pm

Plenary Talk - Physician Care Retention & Service Line Access, Changing The Rules While Playing The Game
Jason Lansdale, Supervisor, Provider Value Network, Population Health, University Hospitals Cleveland

Hospital systems continue to face challenges around several key strategic measures: new volume growth, care retention (aka keepage) and service line access, all while navigating a more complex population health landscape. While on the surface they are in their own right, unique and different challenges, however the more they connect with one another can transform a hospital systems’ growth strategy. In this session, learn how one Ohio based system successfully pulled these measures to work together to address system challenges. We will explore examples and case studies to help almost any system, large or small help tackle similar challenges.

12:00 pm - 12:30 pm

Plenary Talk Sponsored by Virgin Pulse 

Rebuild or Reboot? A Physician Liaison Strategy Conversation with The University of Chicago Medicine
Steven Mauk, Assistant Director, The University of Chicago
Carrie Oren, Strategic Account Executive, Virgin Pulse

With over half (51%) of hospital CFOs focusing on leakage as an opportunity to generate revenue, physician relations teams are feeling the pressure to perform. But after two years of constant ups and downs, they are also asking themselves if pre-pandemic strategies are going to work, or if it’s time to do things differently. Join this session for an insightful conversation for ideas about how to re-energize your team and set them up to not only thrive this year, but also for years to come.

12:30 pm - 1:30 pm

Luncheon Roundtable Discussions

1:30 pm - 2:15 pm

Plenary Talk - How the Pandemic Transformed the Physician Liaison Business Model
Chad Woehrle, Physician Liaison, Lurie Children's Hospital

Fostering and cultivating relationships, as well as providing continuous communication with community-based providers, via in-person visits, phone calls and limited e-mails, was the core mission of Physician Liaison Team. 

Since the pandemic community providers now prefer digital communication. In this presentation you will learn how we have increased our engagements with shared patient PCP's by over 300% with the implementation of virtual and digital marketing. Using resources as Go-to-Webinar, SalesForce, Constant Contact, YouTube, Twitter & LinkedIn. Since the pandemic community providers now prefer digital communication.

2:15 pm - 2:45 pm

Plenary Talk - The Competitive Edge
Kriss Barlow, Principal, Barlow/McCarthy
Susan Boydell, Partner, Barlow/McCarthy

More than ever, healthcare organizations are focused on earning referrals that currently leave their system and cases that represent new referral potential. It’s every person for themselves, as liaisons work to convince practices of their value. We’ll do a deep dive into what works in the world of competitive differentiation and what does not. Come prepared to hear strategic elements and implementation ideas for the visit, physician to physician connectivity and internal alignment for a competitive advantage.

2:45 pm - 3:15 pm

Refreshment Break/Visit Sponsors

3:15 pm - 4:15 pm

Concurrent Sessions

Physician Onboarding Panel
Monica Aunan, Physician/Hospital Liaison, UnityPoint Health - Des Moines
Ashley Laing, Physician Liaison, Nationwide Children's Hospital
Georgina Koch, Physician Liaison, Michigan Medicine

Session Sponsored by Marketware - Advantages & Pitfalls of Liaisons Utilizing a PRM
Teri Mobley, MMC, Director of Outreach, Augusta University Health
Josh Cameron, MBA, Executive Vice President, Marketware Division of Medsphere

Most physician liaison teams are now utilizing some type of physician relationship management (PRM) tool for outreach activity tracking and reporting. In this session, we will review the advantages of using a PRM tool to increase value to your organization and the physician liaison role. Teri Mobley has spent over 10 years as the Director of Outreach for Augusta University managing a high-performing physician liaison team. She will share how her team has optimized their PRM to add value to both their health system and outreach department. We will also review mistakes and pitfalls some teams run into when using a PRM and how to redirect those towards better practices.

Manager/Director Open Discussion MARCOM

4:15 pm - 5:00 pm

Plenary Talk - A Culture of Caring
Gabriel Flores, Provider Relations Manager, Strategic Outreach, Oregon Health & Science University

From hello, to goodbye, to providers’ bedside manners, this lecture will remind learners that iCARE is not just about customer service, but about creating a Culture of Caring.

6:00 pm

Optional Networking Dine-A-Round
Register by Monday, June 13th

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