“We operate a small occ med clinic and as the manager, I handle most of the employer outreach and account services set-up.
Question: Is it appropriate to ask our physician assistants (when patient volume is lower) to help with employer outreach by making calls to existing customers to check in?
One of my physician assistants thinks this is a conflict of interest and crosses an ethical boundary of the healthcare provider if she is reaching out to employers this way. I see it as nurturing the relationships and an opportunity for the providers to get to know more about the needs of the customers we serve. What do others think?”
Collaborative Approach
Building solid relationships with employers is crucial for any occupational health clinic. This requires a collaborative approach, and not just from managers and administrative staff. All providers, including physicians, nurse practitioners, and physician assistants (PAs), should actively participate in employer outreach efforts.
Why is provider involvement so significant? There are several key benefits:
- Building Trust and Familiarity:
Direct contact allows providers to introduce themselves and build rapport with employers. This fosters a sense of trust and familiarity, which is vital for effective communication and collaboration. - Gaining Valuable Insights:
Engaging with employers provides invaluable insights into their priorities, challenges, and specific workplace hazards. Understanding these factors enables providers to tailor their services and care delivery to better address the employer’s needs and improve employee well-being. - Enhancing Patient Care:
By understanding the employer’s environment and concerns, providers can conduct more accurate assessments, develop targeted treatment plans, and anticipate potential complications. This leads to improved patient care and faster recovery times. - Nurturing Relationships:
Regular communication demonstrates commitment and builds a strong foundation for a long-term partnership. This collaborative approach fosters trust and strengthens the relationship between the clinic and the employer. - Sharing Expertise:
Providers can position themselves as trusted advisors and occupational health experts. This allows them to educate employers on relevant health and safety issues, provide guidance on best practices, and ultimately contribute to a healthier and safer workplace.
Employer Communication
When should providers reach out to employers?
For injuries, e.g., worker’s compensation care:
- Initial Workers’ Compensation Injury: During the first visit, providers should contact the employer to discuss the injury, the treatment plan, and any restrictions or limitations the employee may have.
- Specialty Consultations and Testing: When an employee requires specialized care or advanced diagnostic testing, providers should inform the employer and discuss potential impacts on workability.
- Changes in Duty Status: Any time an employee is taken off duty due to their injury or condition, the employer should be notified immediately.
- Treatment Plan Modifications: If the employee’s condition changes or the treatment plan needs to be adjusted, it’s crucial to communicate these updates to the employer.
For general outreach:
- Introduce new providers: They can call during “slow times” or at the end of their shift for “after-hours” messaging – I like this a lot – “Hello, [contact person], this is [your name] calling from the [best darn medical center]. I’m a new [physician|PA|NP|provider] with the practice and just wanted to introduce myself and learn more about healthcare issues at [the company]. I look forward to working with you and your team/employees. I’m back in the office [tomorrow|next shift] and would be happy to hear back from you then.”
- Industry updates: A little more on the “marketing” side of things, but providers can still position this as an educational opportunity that increases awareness of your services. An example might be a recent announcement from OSHA on updated guidelines or enhanced enforcement of regulated exams, such as the current Silicosis concerns.
Beyond phone calls, there are several other ways providers can connect with employers:
- Sharing Articles: Sending out informative articles on occupational health topics relevant to the employer’s industry demonstrates expertise and keeps them updated on important information.
- Conducting Site Tours: Visiting the workplace allows providers to observe potential hazards, understand the work environment, and become familiar with employees’ jobs.
- Lunch & Learns and Lectures: Organizing educational sessions on specific health and safety topics for multiple employers provides valuable information and strengthens relationships.
Remember, the goal is not to “sell” anything. Instead, providers should focus on:
- Providing education and sharing their expertise.
- Learning about the employer’s concerns and understanding their needs.
- They are trusted partners and advisors dedicated to improving employee health and well-being.
By proactively engaging with employers, occupational health providers can build strong relationships, contribute to a safer work environment, and ultimately deliver the best possible care for their patients.
In my previous occmed practice and for consulting clients, we have incorporated these activities into the provider compensation plans.
This might look something like:
- 70% of compensation is base hourly or annual salary
- 20% productivity
- 10% “Corporate Citizenship” – This part includes measured employer engagement activities, any or all of the above included, and other non-clinical activities that are otherwise important to the practice – quality assurance, staff training, and participation on other hospital committees are examples.
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