Marketing the Employed PhysicianPracticeArlinda WarrenExecutive Director, Marketing, Communications, and Physician ServicesSiteman Cancer Center at Barnes-Jewish Hospital and Washington UniversitySchool of Medicine

Who We Are• Joint venture with Barnes-Jewish Hospital and Washington University

School of Medicine in St. Louis• National Cancer Institute Comprehensive Cancer Center, one of 41 in

the country• Top 5 largest cancer program in the country with over 9,000 newly

diagnosed cancer patients• Top 10 largest cancer research enterprise in the country with over $200

million in annual cancer research funding• Flagship facility at Washington University Medical Center• Three regional satellite facilities• Developing Siteman Cancer Network affiliate strategy

Our Physicians• 350 full-time Washington University employed physicians• Sub-specialized by tumor type and specialty• Medical oncologists, surgeons, and radiation oncologists• Clinical practice, research and education

Physician Sales Strategy-TheTeam• Three physician outreach coordinators• Hybrid sales model of territory/product specialists• Support clinical volume goals for targeted

programs/physicians

Physician Sales Strategy-The Team(cont’d)

Bue

sse • Territory: Northern

Missouri/Illinois

• Products:BreastGYNHead/NeckNeuro

Eis

bren

ner • Territory: Western

Missouri

• Products: LeukemiaLymphoma BMTGUSarcomaMelanoma

Mue

ller • Territory: Southern

Missouri/Illinois

• Products:Upper GILower GIThoracicRadiation Oncology(Proton)Pediatrics

Each coordinator also has select markets in contiguous states

Physician Sales Strategy-Tools• Referring physician CRM• Database by territory/specialty• Access-central call center• Strategic plan priorities• Annual territory plan• Quarterly focus plan• Weekly activity report• Monthly call center report

Physician Sales Strategy-Tactics• Field visits• Telemedicine strategy-tumor boards, Grand rounds, CME

programs• Second opinion program• Online referral process• New Patient Navigator Program

Physician Marketing Strategy-Tactics

• Fully integrated with sales strategy• Dedicated budget• Dedicated physician marketing coordinator

Physician Marketing Strategy-Tactics (cont’d)• “Sell” sheets for each program• Faculty listing for each program• Clinical trials promotion- web search, electronic publication, pocket guide• Office merchandising• Innovate Oncology- national research publication• Publication app

Physician Marketing Strategy-Tactics (cont’d)• National meetings- ASCO, ASH, ASTRO• Social media and PR• YouTube video plan• Community education programs

Physician Marketing and Sales- AnIntegrated Approach• New faculty onboarding plan• External practice questionnaire• Internal practice questionnaire• Rules of the road• Quarterly program leader meetings• Biweekly sales and marketing meetings

Siteman Cancer Center