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Physicians Services at Fox Chase Cancer Center: From Regional Outreach to National Brand Awareness…A New Vision. Presented by: Fern Nibauer-Cohen, Senior Director, Physicians Services Fox Chase Cancer Center. Brief History. Department of Physicians Services started in 1990
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Physicians Services at Fox Chase Cancer Center: From Regional Outreach to National Brand Awareness…A New Vision Presented by: Fern Nibauer-Cohen, Senior Director, Physicians Services Fox Chase Cancer Center
Brief History • Department of Physicians Services started in 1990 • Need to address decreasing referrals from physicians in the community • Lack of communication from Fox Chase Cancer Center’s physicians • Overall dissatisfaction with the referral experience. “Black hole” perception
Building Relationships/Formula for Success • Visits to targeted physicians by physician liaisons – (1,136 annual visits) • Majority of visited physicians are primary care
888 line – managed by two oncology nurses. Receives over 30,000 calls annually
Ongoing Outreach to Physicians in the Community • Continuing Medical Education Programs • Dinner meetings (non CME) with targeted physicians • Mailings – Physicians still like THE PRINTED PIECE!
Building a new PhysicianPracticeClifford S. Perlis, M.D., M.Be.Dermatology
Physician Satisfaction Survey • Mail to all physicians after their first referral of the year • Reviewed and followed-up by Physicians Services Staff • Quarterly log report summarizing all visits and issues • Ten Percent return rate per quarter
Fox Chase Cancer Center Expansion • 800 new patients treated at FCCC in 1980 • 7,500 in 2007 • Projected 14,000 by 2015 • Future expansion plans include: - new state-of-the-art hospital - outpatient treatment center - advanced research facilities
Strategic Plan • Building National Presence and Brand • Strengthening a Platform for Discovery • Improving Clinical/Translational Research • Clinical Expansion • Building a Stronger Financial Base
The Keystone Programs for Collaborative Discovery • An unprecedented institutional commitment to team-based medicine • 12 proposals for Keystone Program funding were submitted for consideration • 16 leading cancer scientists and clinicians reviewed the proposals and assessed the strengths • Each Keystone to receive at least $5 million over 5 years • Four programs identified
The Keystone Programs for Collaborative Discovery • The Keystone Program in Personalized Kidney Cancer Therapy • The Keystone Program in Personalized Risk and Prevention • The Keystone Program in Epigenetics and Progenitor Cells • The Keystone Program in Blood Cell Origins and Disease
New Directions • Beds are full. Hospital is busy. Physicians practices are booming • Very specific marketing for the “right patients.” • Market keystone programs • Moving toward national branding with both physician and consumer audiences • Expanding database to include national physicians • Build upon the existing program to include accountability for resolution of issues
Promoting Awareness on a National Level: The Face of Fox Chase Goes National!
Plans for Using New Media to Raise Awareness • Social networking/Within3 • Physician Portal • Virtual tours • Podcasts • Video vignettes