Becker's Hospital Review

57 EXECUTIVE BRIEFING 2 EXECUTIVE BRIEFING Expand Your Referral Network With Precise Marketing Nathan Lenyszyn, Vice President of Marketing, HealthLink Dimensions R ecent studies have shown physician burnout is at an all-time high, and, unsurprisingly, turnover rates have increased. 1,2 It's an important time to concentrate on a robust strategy to grow your referral network. Improved physician relations can better support healthcare organizations' overall marketing initiatives, help your team keep abreast with industry developments, and attract specialists for enhanced revenue. But how can we fight the seemingly inevitable slowdown in growing your physician network? The Problem: Time And Resources Many physician liaisons rely on time-tested outreach methods. Creating a plan, updating and augmenting data, and carrying out a successful marketing campaign takes energy and resources. It's time for a change, even if your team is stretched thin. We'll explain below how digital advertising and programmatic marketing can accelerate referrals for your hospital or health system while reducing wastage. The Solution: Programmatic Marketing Today's physicians are busier than ever, and many have started building relationships through digital channels instead of in-person events and meetings. That means the opportunity to reach doctors has never been better. Enter programmatic marketing, a technology-assisted method that allows marketers to reach hyper-customized audiences ready to see – and act – on a marketing message. Using this methodology for digital advertising, you can create customized messaging, target subspecialties, and monitor engagement. And, with the right partners, you can develop a campaign based on the best content for your audience – for regional, national, and subspecialty demographics. A refined programmatic marketing strategy also ensures that physician liaisons can reach doctors and other healthcare professionals on the digital channels they are most likely to use. That way, you won't worry about wasting ad spend on content that is unlikely to be seen by your intended audience. Once your digital marketing system is in place, your team can save money and time to reach more physicians – with fewer resources. For guidance on building out a referral network through programmatic and digital marketing, contact HealthLink Dimensions at HealthLinkDimensions.com/Beckers or 404.250.3900. n 1 Whang, O., 2022. 'Physician Burnout Has Reached Distressing Levels, New Research Finds.' The New York Times, [online] Available at: [Accessed 6 October 2022]. 2 Adams, K., 2022. 'Report: Physician Turnover Rates Are Climbing As They Clamor for Better Work-Life Balance.' MedCity News. Available at: [Accessed 6 October 2022]. SPONSORED BY HealthLink Dimensions is the nation's top choice for healthcare provider and facility data used by hospitals, life sciences, and health insurers, including Mayo Clinic, NewYork-Presbyterian, Trinity Health, and the University of Chicago Medicine. The company helps clients connect and digitally engage with healthcare providers using the nation's largest database of its kind – sourced from multiple resources, clinically validated, and audited by third-party verifier, BPA Worldwide. The company's hospital solutions include email data, messaging, deployment, mobile solutions, and physician relations support tools. Founded in 2000 and headquartered in Atlanta, Georgia, HealthLink Dimensions has been recognized as one of America's fastest-growing private companies on the Inc. 5000 list for five consecutive years. For more information about HealthLink Dimensions, visit Healthlinkdimensions.com. About

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