Job Summary
The Outreach Manager is responsible for developing an outreach strategy that strengthens and improves physician engagement with our affiliates and referring physicians across the state of Michigan and northern Ohio. The Outreach Manager will cultivate and promote physician engagement that will lead to long lasting referral relationships and expand the Michigan Medicine footprint. Keeps records and maintains reports on all phases of activities. Key responsibilities include relationship management, strategic planning, marketing key service line offerings, and project management. This will be accomplished by facilitating relationships, collaboration, and integration between UM's clinical priorities and its clinical, research and educational programs.
Responsibilities*
Relationship Management and Project Management
Plans, coordinates and executes outreach efforts, including educational events.
Develops and executes a comprehensive growth strategy for strategic service lines.
Identifies and prioritizes target markets, geographies and populations to expand access and increase market share.
Partners with medical/surgical directors and operations leaders to support growth strategies. Serves as the lead for high-value external partnerships in key markets
Establish the organization as the preferred referral partner in the region through sustained relationship building.
Design and optimize deployment strategies to ensure maximum physician engagement.
Monitors providers' perceptions, concerns and local competitor's services.
Collaborates with brand managers at Michigan Medicine and affiliate hospitals to develop communication and collateral materials for referring physician offices across the state of Michigan.
Travels to target audience offices to cultivate referral relationships with the strategic service lines' providers. Responds to concerns and seeks appropriate resolutions.
Documents in a Customer Relationship Management (CRM) system each target audience encounters, including needs, opportunities and information and materials provided.
Referral Pipeline & Downstream Growth Accountability
- Own accountability for developing and sustaining a measurable referral pipeline from outreach activities into the health system.
- Partner with analytics teams to track and report:
Outreach-originating referrals
Downstream revenue and contribution margin
- Continuously refine outreach strategies based on performance data and return on investment (ROI).
- Align outreach efforts with high-value service lines and subspecialty growth priorities.
Strategic Planning/Data Analytics
Utilizes current referring physician market research, statewide referring physician satisfaction survey data and Electronic Medical Record (EMR) referral data to guide prioritization of workload and ongoing role development.
Evaluates and interpret market utilization data and market demographics, including market share data for each service line.
Implement strategies to maintain up-to-date knowledge provided by individual current/potential referring physicians.
Develops and implements strategies to strengthen current referring physician relationships.
Actively pursues development of new physician referring relationships in targeted markets.
Develops retention strategies for target markets and facility service lines to:
Maintains effective working relationship with the Department of Strategy to access and share appropriate market intelligence information related to physician services.
Prepares program and referral activity reports to clinic leadership.
Clinical
Establishes effective working relationships with clinical staff and physicians to ensure proficient knowledge of clinical programs and activities.
Participates in clinical and administrative meetings.
- Meets regularly with appointment scheduling staff to facilitate communication of referring physician issues and promote access into the Health System.
Meets with new physicians to assess engagement opportunities.
Required Qualifications*
- A degree in Health Care Administration, marketing, sales or an equivalent combination of education and experience is necessary.
Eight years or more experience in healthcare.
Experience in outreach planning.
Strong sales skills and demonstrated experience with growing business/referral volume.
Strong project management skills and demonstrated success with managing projects.
Excellent communication skills, verbal, written and presentation skills.
- Ability to research, understand and explain healthcare services' volume, utilization, market data, and physician referral patterns.
- Excellent analytical skills and proficient with Microsoft Excel.
- Experience in relationship development techniques.
- Knowledge of key industry business drivers, emerging medical trends, and performance metrics, and ability to leverage that knowledge to inform strategy.
- Ability to lead and/or participate in multidisciplinary groups to solve service issues. Familiarity with University's policies and procedures.
- Discipline in goal setting, prospecting, networking, territory management, and time management. Skills in account management, needs assessment, value propositioning, handling objections and gaining agreement.
- Flexible as it relates to schedule, responsibilities and priorities. Please note this job may require attending after-hours, and weekend events and meetings with target audience.
- Must be highly professional in appearance, tone, and delivery.
- Skills to employ technologies effectively and proficiency (MS office suite and Customer Relations Management (CRM) systems).
Familiarity with Health Information Exchange systems.
- Travel is required for up to 80% of appointment. Must have reliable transportation and valid driver's license.
Desired Qualifications*
Personal Skills Requirement
Fast learner and great team player
Must be able to work on multiple projects and consistently meet project deadlines
Ability to work in a collaborative environment
Strong interpersonal and teamwork skills, written and oral communication skills
Demonstrated organizational, analytical and problem-solving skills
Very detail-oriented
Dedicated to follow-through and results
Modes of Work
Positions that are eligible for hybrid or mobile/remote work mode are at the discretion of the hiring department. Work agreements are reviewed annually at a minimum and are subject to change at any time, and for any reason, throughout the course of employment. Learn more about the work modes.
Additional Information
Supervision Received
Direction is received from the Director of Physician Relations and Outreach.
Background Screening
Michigan Medicine conducts background screening and pre-employment drug testing on job candidates upon acceptance of a contingent job offer and may use a third party administrator to conduct background screenings. Background screenings are performed in compliance with the Fair Credit Report Act. Pre-employment drug testing applies to all selected candidates, including new or additional faculty and staff appointments, as well as transfers from other U-M campuses.
U-M EEO Statement
The University of Michigan is an Equal Opportunity Employer. We are committed to providing an environment of mutual respect where equal employment opportunities are available to all applicants, including protected veterans and individuals with disabilities.