Several years ago, a colleague and I were presenting market research to a large audience of employed physicians and administrators. A few minutes into the presentation, a physician in the middle of the hotel ballroom raised his hand and said, rather adamantly, “Don’t call my patients customers! They are not customers, they are patients!”
As hospital CEOs take on more of a market manager role, it is crucial for them to build and sustain relationships with employed and private practice physicians in the community. We all know that referrals follow relationships—and that all relationships atrophy over time—so hospital executives need a coordinated way to proactively visit with physicians on an ongoing basis.
One way you can assist your CEO to stay focused on physician relationships is by creating an executive rounding program, where hospital or healthcare system executives meet with targeted physicians on regularly scheduled visits.The following steps will help you on your way to building an executive rounding program that is both meaningful and effective.