Winning Playbook for ROI: Integrate Data, Strategy and Execution

What is the key to growth?
A successful growth strategy effectively engages and aligns physicians as partners to ensure access and deliver quality, affordable care to patients. However, it is easier said than done.
As shown in our liaison benchmark survey, the lack of timely, relevant data is the top success barrier identified by physician liaisons. Add to that fact that 70% of strategies fail due to lack of execution, and it is no wonder that millions of dollars in referral revenue leak from hospitals and health systems every year.

Improving physician alignment to generate return on investment was a key challenges that healthcare strategy and market development leaders gathered to solve at the SHDMD 2017 Connections conference.
Leading off the conference with a baseball-themed Triple Play Workshop, experienced market growth “coaches” drove home the value of integrating data, strategy and execution to generate ROI. They guided the workshop participants through a simulation that challenged them to assess and decide on how much to invest in data analytics, physician strategy and field execution capabilities for their physician-focused growth initiative.
Working in teams, the participants had to balance the costs and benefits of various growth investment decisions across a three-year horizon to generate maximum return on investment. The simulation converted the ROI of those decision into runs on the scoreboard, with the winning team with the greatest ROI (most runs) emerging as champions at the conclusion.
From Field of Dreams to Moneyball
The warm-up put the challenge in context with famous scenes from iconic baseball movies such as Field of Dreams mentality.
Head coach, Cameron McGregor of Premier Health pointed out: “Organizations have a difficult time of leaving the ‘if you build it, they will come’ model behind.”

Michelle Arulfo, Strategy and Business Development Director of Allina Health, and captain of the winning team agreed, “There’s a growing need to step outside the walls of our facilities and meet patients where they are.”
Many heads nodded in recognition of the “Moneyball” scene when the forward-thinking analyst told the Oakland A’s coach: “People who run ball clubs think in terms of buying players. But your goal shouldn’t be to buy players, your goal should be to buy wins. And in order to buy wins, you need to buy runs.”
McGregor provided insight of how that pivotal scene in Moneyball underscores the all-too-familiar mistake of “buying” physicians without the right data, strategy and execution team in place to convert that investment into referral revenue.
“You may have the most accomplished functional neurosurgeon, working in the best neuroscience institute the country,” she noted. “But if primary care physicians and other referral sources don’t clearly understand how, where and when they can help their patients, you’ve made the wrong investment.”
Winners Focus on Integration
With a menu of 11 possible growth investments, the room was buzzing as teams discussed how to allocate their investments on a scale of low, medium and high over the course of three years. In the end, Team 3 emerged with 10 runs and $68.7 million return on investment.
The Champions earned their “World Series” rings!  Pictured from left to right: Kelly Hohnstein, Sales Manager of The CORE Institute; Barbara Wilson, Director, Strategy & Business Development, Delaware Valley at Nemours of Alfred I. duPont Hospital for Children; Cindy Zellis, MD, Vice President, Clinical Integration of University Hospitals; Michelle Arulfo, Strategy & Business Development Director of Allina Health; Gina Gardner, Marketing Manager, Arizona Region of Dignity Health.
Their decisions paid off: Make early investments in strategic planning, network development, referral management and liaison/outreach. Sustain physician onboarding, mentoring and retention efforts throughout.
“Keeping a high-level view over a three year horizon was an effective way of looking at strategy without getting overly focused on details,” team captain Arulfo stated. “It really worked to integrate our investments in data, strategy and execution in each inning, rather than sequentially in silos.”
“We also had a terrific team dynamic,” she noted. “Having a physician on our team to bring the engagement perspective to the table was also a definite advantage.”
Postgame Analysis
The spirit of competition among all the participants was in full force, with Teams 1 and 2 scoring nine points each to tie for second place, and Teams 4 and 5 close behind with eight points each.
Their post-game reviews?
“The scenario analysis/game playing simulation was a great way to learn about data strategy, physician alignment, and execution. This can serve as a MODEL for all SHSMD sessions.”
“Engaging, well-presented, active, great information.”
“One of the BEST SHSMD sessions I’ve ever attended.”
“I liked how interactive the course was.”                              
“I would love to do it at my organization.”
Get the Home Field Advantage
Build teamwork and write your market growth playbook for a new service line with a custom workshop.
“Data, Strategy and Execution: The Triple Play Workshop to Engage Physicians in Strategy Growth” can be customized for strategic planning retreats, using actual competitive referral data from your marketplace in the simulation.
Contact us to learn more at 866.651.8701, info@tillerhewitt.com. Or, fill out the form below for more information on bringing the workshop on-site to your organization specifically tailored for YOUR market!