Job Description

Job Description

Lakeland Regional Health is a leading medical center located in Central Florida. With a legacy spanning over a century, we have been dedicated to serving our community with excellence in healthcare. As the only Level 2 Trauma center for Polk, Highlands, and Hardee counties, and the second busiest Emergency Department in the US, we are committed to providing high-quality care to our diverse patient population. Our facility is licensed for 910 beds and handles over 200,000 emergency room visits annually, along with 49,000 inpatient admissions, 21,000 surgical cases, 4,000 births, and 101,000 outpatient visits.

Location : 1324 Lakeland Hills Blvd Lakeland, FL

Pay Rate : Min $52,478.40 Mid $65,603.20

Position Summary

This position is responsible for organization’s physician relationship development and programming efforts across ambulatory care settings. This position will focus on earning provider and practice manager trust by becoming a sound resource for service line education, marketing and continuity of care services offered at LRH. This position will be responsible for growth and collaborating with physicians, community care providers, hospitals, nurses, referral coordinators, urgent care locations to LRH physician network providers and other LRH entity locations by prospecting, marketing to, developing, and maintaining mutually beneficial relationships. To accomplish this objective the Physician Liaison must conduct consistent and meaningful sales meetings with LRH and independent physician network leadership and practice managers, as well as make calls targeting new and current independent provider groups within the region. Additionally, the Physician Liaison would develop a second similar consistent and meaningful sales meeting for independent provider groups. The Physician Liaison will be responsible for creating continuity of care and educational development plans based on LRH strategic and operating plans and market intelligence. This person will understand the practice of medicine including referral relationships, payor requirements and other economic and financial influences.

Position Responsibilities

Standard Work: Physician Liaison

• Within a defined geographic territory, facilitates relationships with physicians/staff by direct communication to generate new business for the system. Conduct face to face meetings with targeted physicians, office staff, and other influential leaders to understand continuity of care patterns and determine offerings that could influence growth for LRH services.
• Develop and implement physician sales plans to promote selected physicians or services to improve the level of care provided locally. Identify and target appropriate community relationship sources that may include primary care, specialty care, hospitals, urgent care centers and social service organizations.
• Use appropriate sales skills to identify a need (prospecting), offer appropriate solutions (marketing), overcome objections (qualification), seek closure to the sale (closure), and provide effective follow-up to the physician groups (communication). On a continuous basis, work closely with targeted physician groups to understand which services and products will be of most benefit to them and provide a thorough explanation of service attributes, processes, outcomes to providers based on identified needs/interests.
• Frequently analyze qualitative data to determine the detailing and marketing strategy for the territory.
• Contribute current and relevant market intelligence to the appropriate individuals within LRH for action or informational purposes. Produce quarterly territory assessments that provide an overview of the market dynamic of provider groups, new physicians, splitters, practice mergers, strategic opportunities, and sales solutions presented.
• Work closely with internal team members, such as marketing and business development, in identifying and fulfilling the needs of the health system and practices when specific services are requested or problem resolution is required that may inhibit increased referral volume.
• Organize and promote and participate in educational (both CME & non-CME) programs, social events, professional meetings, and other activities as needs are identified.
• Execute plans based on organizational performance requirements and deliver results in accordance with pre-established metrics.
• Works independently under minimal supervision.
• Develop and maintain a database that is timely and accurate of client account management records of sales calls, call reports through the use of the appropriate CPR (community physician rounding tool) on a weekly basis. All education, marketing sales and follow-up activity should be recorded. Document meeting results and necessary follow-up in CPR for effective reporting of activities and dialogue that demonstrates relationship growth progression. Input to include market intelligence, opportunities for relationship enhancement and issues in need of resolution. Reports provided to applicable manager as well as other assigned facility/service line leadership.

Competencies & Skills

Essential:

• Physician Liaison must be confident and knowledgeable of the following skills in order to perform this job successfully.
• Selling (60% of time) - Prospecting, Marketing, Communication- Customer Service (Face to Face and Phone), and Qualification/Closing (Face to Face and Phone).
• Sales Management (20% of time) - time and territory business, correspondence, new business proposals, and routine follow-up.
• Sales Process (10% of time) - Daily Client Account Management, Weekly tracking/recording of sales calls with managers, and Communication Maintenance.
• Administrative (10%) - New physician orientation, Business Development meetings, other duties as required.

Nonessential:

• Serve as an integral part of the Business Development team and participate in such strategies where sales and educational components are part of service marketing plan.
• Participate in Sales Training in-services to continually improve personal sales performance and overall service excellence.
• Participate in compliance training to assure we are abiding to all legal requirements in this field.
• Work with Supervisor to orient new medical staff members to roles and responsibilities of the Physician Liaisons.
• Self-starter with a positive attitude and is relationship based. This role would need to be willing to grow with the organization and take on more duties in the future.

Qualifications & Experience

Essential: Bachelor Degree

Experience Essential:

- Medical industry sales (health care liaison, pharmaceutical sales, device sales, etc)

- Experience and a good reputation of working with local Polk County health care providers

- If no local knowledge, at least 5 years working experience

Experience Preferred:

- Ideally a track record of working in the health care industry, specifically in a sales role with knowledge of the local market.

- Experience developing and leading a team as this role would be responsible for doing the same in the future

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