Service Line Marketing · Powered by PrioritySignal™
Reach every referring physician your service line depends on.
PrioritySignal™ puts your service line in front of the PCPs, NPs and PAs who send you patients, by name and NPI, between liaison visits. Then it shows you exactly who engaged.
Named-provider reporting
Compliant, privacy-safe, never PHI
In-house healthcare video
You know who to reach. There just isn't time to reach them all.
Physician relations teams do the right things: visits, segmentation, referral tracking. The gap isn't effort. It's arithmetic.
650 to 750
visits a year
That's about what one liaison can make. A large system can have thousands of referring physicians, and most of them send only a few patients a year.
Read the articleYour data shows who's slipping
Referral reports and market data can show which physicians slowed down. The list usually holds hundreds of names. Liaisons can take the top.
Read the articleFour groups get left out
The long tail, physicians who've never referred, physicians new to your market, and everyone in the gaps between visits.
Read the articleVisit figure from Optum's physician relations playbook.
Keep your liaisons. Reach everyone else.
Your liaisons keep building relationships with the physicians who matter most. PrioritySignal™ reaches the rest of your list on the websites, apps, video and connected TV they already use, with practical messages: who your specialists are, how fast patients are seen, and how to refer.
Today
- Top referrers get visits
- The rest get a newsletter
- You see referrals that arrived
With PrioritySignal™
- Every priority physician hears from you, every month
- You see who engaged, by name and NPI
- Liaisons know where to go next
Three referral strategies. One precise approach.
Every referring physician sits somewhere on the path. Meet each one there.
01
New referrers
Acquire
Introduce your service line to physicians who don't refer to you yet, including those whose patients match your program and physicians new to your market.
02
Grow your share
Expand
Reach physicians who split referrals between you and others with what sets you apart: access, new specialists, how easy it is to refer.
03
Lapsed referrers
Re-engage
Reconnect with physicians whose referrals slowed or stopped, with a reintroduction to what's new.
Plus steady reminders for your loyal referrers between maintenance visits.
Already have the data? Good. We'll put it to work.
Most teams we talk with already know who's slipping. Some have gaps. Either way, we start with the physicians who matter most to your service line, and help you decide which NPIs belong in the campaign.
Your referral data
Send us the NPIs of your top, declining or lapsed referrers. NPIs only, never patient information.
Provider data
We build referrer audiences by specialty, location, practice setting, years in practice and health system affiliation. Exclude your own employed physicians or a competitor's.
Claims-based insight
Procedure and diagnosis volume show which physicians treat the patients your service line serves, so your list reflects real opportunity, not just geography.
The PrioritySignal™ method for service lines
From your referral list to your liaisons' next visit.
Step 01
Priority audience
We build the audience around the referring physicians, NPs and PAs who matter most to one service line.
Step 02
Referrer engagement
Your message reaches them across display, online video, rich media and connected TV, every month, between visits.
Step 03
Provider intelligence
See which providers engaged, by name and NPI, and how strongly.
Step 04
Liaison activation
Hand your liaisons a named list of engaged physicians, and measure referrals from the physicians reached in your own systems.
Provider-Level Detail (PLD) report · Example
See every referring physician you reached, by name.
Standard campaigns report impressions and clicks. PrioritySignal™ reports which providers saw your message and which engaged, so you check people, not totals. Here's what a service line report looks like.
Provider-Level Detail report
1,850
Referring providers in audience
82%
Reached
43%
Engaged
100%
Identified by name
Dr. L. Moreno
J. Patel, NP
Dr. S. Nguyen
Dr. A. Brooks
R. Lopez, PA
Dr. K. Williams
Dr. M. Chen
Dr. T. Okafor
Every provider, by name and NPI.
Check the list against your own referral records.
Engagement tiers.
High, medium and low, based on views, video completions, clicks and site visits.
A next step for your liaisons.
Engaged physicians who've slowed down or never referred go to the top of the visit list.
Day 90
80%
Target audience reach
40%
Individual HCP engagement
100%
Provider identification rate
Benchmarks reflect the standard program.
To get the full report for your service line, book a strategy call and we'll send it over.
Give referring physicians something worth watching.
We produce the creative your campaign runs on, as an extension of your in-house team when they're booked.
Physician referral video
A specialist explains what they treat, when to refer and how fast patients are seen.
Matching video ads
6, 15 and 30 second cuts, so the ad and the landing page match.
How-to-refer animation
A short explainer for display and liaison follow-up.
Start with one service line. Expand from there.
Months 1 to 3
Launch and learn
Launch to your priority referrers, set a pre-launch referral baseline, see who engages.
Day 90
Performance checkpoint
Review reach and engagement against the program benchmarks.
Months 4 to 6
Optimize and expand
Refine messages and audiences, add tactics, add a second service line or the patient side.
Engagements start with 6 months.
Book a strategy callThe physician referral series
Short, practical reads for physician relations and service line teams.
01
Your Liaisons Can't Visit Every Referring Physician. Here's How to Reach the Rest.
Read the article03
Loyalists, Splitters and Nevers: Where Your Team's Time Goes, and Who Gets Left Out.
Read the articleComing soon
10 more practical reads coming
The other side of your service line
Fill your service line from the patient side, too.
Referrals are one way patients arrive. The other is patients choosing for themselves. Patient Acquisition reaches people likely to need your service line, so new programs and open schedules fill from both directions.
Talk to us about Patient Acquisition- People with a relevant diagnosis, through de-identified claims audiences
- People who opted in to receive health information
- People reading about the condition on trusted health sites
FAQ
Questions, answered.
Does this replace our physician liaisons?
No. Liaisons keep building relationships with your top referrers. This reaches the physicians they can't get to this month, and shows them who engaged so they know where to go next.
Do we need our own referral data?
No. If you have a list of referrers by NPI, we start there. If not, we build one from provider and claims-based data for your service line and market.
What do you need from us?
Your goals, the service line, your market, and (optionally) a list of NPIs. Never patient information.
Is this compliant?
Physician targeting uses professional identifiers from the public NPI registry, not patient records. Patient audiences are de-identified and privacy-safe. We never use PHI.
How do we measure results?
We agree the metrics and a pre-launch baseline first. You measure referrals and new patients from the physicians we reached in your own systems, and we report reach and engagement by provider.
Can we exclude our own physicians or a competitor's?
Yes. We can include or exclude providers by list, health system affiliation or practice.
Let's reach the physicians your service line depends on.
Tell us your service line and your market. We'll show you who's on your list, who isn't, and what a first campaign would look like.
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