Targeting Strategy Video Series: Competitor Affiliated Physicians

By Jess Chew | December 22, 2020

For post-acute care organizations, growing and strengthening your referral network is the key to operational success. In our latest strategic sales and marketing series, we dove into the most common, most effective, and most efficient targeting strategies you can use to improve your referral relationships and grow your post-acute care organization – through both admissions and revenue. Our third video in the series explores the unique approach you should take when targeting competitor affiliated physicians.

What Constitutes a Competitor Affiliated Physician?

At first glance, this strategy feels similar to unaffiliated physicians – after all, both groups’ patients are leveraging post-acute care, just not through your agency. The key difference with these physicians is that, while the unaffiliated group has no patterns or trends to their referral destinations, the competitor affiliated group does. These physicians send most of their patients to one or two particular agencies, meaning they may have an existing relationship with or preference for your competitor’s agency directly. Additionally, it could indicate that the physician has a strong alignment with a hospital that is affiliated with your competitor’s agency, resulting in a high number of patients being referred.

Why is it Impactful?

If a physician is making these decisions based on personal preference or existing affiliations or alignments, they may be overlooking more critical factors in overall patient success. Their own personal or professional bias might be clouding their judgment, causing them to stick with what they know rather than exploring other agencies in the area.

And, because a post-acute agency’s staff, management, and/or procedures can change at any moment, so too can the quality of care the patients receive. By not regularly evaluating and comparing post-acute care agencies in the market, referring physicians might not notice a change in their patient outcomes for quite some time.

Want to know more?

Visit our Resource Center to find all of our targeting strategy content. Or request a demo to see Marketscape from Trella Health in action!


About the Author:

Jess Chew, Vice President, Marketing

With more than 10 years’ experience in healthcare marketing, Jessica not only leads our marketing team but is also a passionate advocate and frequent user of our marketing intelligence solutions. After graduating from the University of Georgia with a bachelor’s in journalism, Jessica got her start in marketing at Gannett, the largest newspaper publisher in America. She thought this entry-level job was the first step on the road to a career as an investigative reporter — but immediately became hooked on marketing. At Trella Health, she’s able to do all the things she loved about journalism — digging for information and insights, helping people share their stories — and she’s also able to make a meaningful difference in the way post-acute care is provided.