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The medical industry has gone through tremendous changes and challenges in recent years. As things start to settle in the post-pandemic world, many practice owners and physicians are shifting out of survival mode and revisiting their long-term goals — such as patient acquisition.

Physician liaisons are skilled at building relationships with referring physicians to build a healthy referral network. Rather than marketing to new patients, medical practices can capitalize on this role by connecting directly with other care providers. Hiring a physician liaison reduces referral leaks and gives practices a competitive advantage.

Yet, finding the right person for the job is essential. Here are the top considerations to keep in mind when looking for a physician liaison.

Background Experience

Looking at one’s educational background is one aspect of choosing a liaison, but it shouldn’t be the deciding factor. It’s also imperative to consider the individual’s background experience, both from a medical and sales perspective.

A skilled salesperson can learn to sell anything. Someone with a keen mind for adopting new information and an impressive ability to connect as a salesperson is worth considering, even if they lack substantial medical experience. Similarly, hiring someone who has worked in the medical industry for some time and is dedicated to developing sales skills could be beneficial.

Focused Training

The role of a physician liaison is nuanced and complex. Finding someone who has taken provider relations sales training would be an asset. These programs are designed for professionals to learn the ins and outs of the physician liaison role. 

Individuals who have taken adjacent courses and training in negotiations, health communications, and professional development are also worth evaluating for these roles. 

Soft Skills

A physician liaison’s soft skills are often as important — if not more — than their background and education. Essential soft skills for a physician liaison include:

• Organization
• Communication
• Time management
• Problem-solving
• Determination
• Strategic thinking
• Collaboration
• Leadership

Competitiveness and perseverance are also integral traits. Physician liaisons play a difficult role in pursuing potential partnerships and pushing past the competition. The individual chosen for this role should be intrinsically motivated to succeed and find personal satisfaction in their workplace successes.

Passion and Potential

Don’t hire someone for what they can do or have done; hire someone for their potential. Look beyond the resume and consider how they talk about their experience and what they envision for the role. Someone who speaks positively and showcases their passion has what it takes to keep going on difficult days.

Hiring someone for potential means looking at their fit with the organization and considering what their combination of skills could develop into. Evaluate transferrable skills and include behavioral or situational questions in the interview to better assess their fit.

Alignment With Practice Goals

Finally, hiring a physician assistant is only worthwhile if you have definitive goals for your practice. Set milestones and metrics that reflect your practice’s growth potential. Then, ensure the person you choose is aligned with those goals.

Hiring a physician liaison can revolutionize your practice’s referral system. Ensure you have clarity about the role and find the right person to fill it for success.