Physician Liaison – Surgical Specialties

Under limited supervision, executes priority physician outreach and relationship development activities with a focus on surgical specialties. Maintains and enhances ongoing physician referral relationships and cultivates new referral sources in support of GBMC’s strategic growth initiatives. Primary accountability includes Head & Neck Surgery, General/Robotic Surgery, and Orthopedics.

Education:

Bachelor’s degree in business, marketing, healthcare administration, or related field. 

Experience:

3+ years of healthcare sales, pharmaceutical sales, or physician relations experience with a demonstrated track record of meeting or exceeding sales/outreach targets. 

Skills:

• Demonstrated skill in presentation and consultative sales aimed at building referral relationships with physicians and practice staff. 
• Ability to develop and manage a physician territory, including call planning, target prioritization, and pipeline tracking. 
• Skill in gathering and communicating competitive intelligence as part of the outreach process. 
• Proficiency with CRM systems and data-driven reporting tools. 
• Ability to prioritize activities and respond to a rapidly changing healthcare environment.

Licensure, Certification:

Valid driver’s license required. 

Principal Duties and Responsibilities:

• Executes priority physician contacts and relationship development inclusive of face-to-face visits specifically targeted at expanding GBMC’s surgical referral volume and market position. 
• Manages an assigned territory of 60–80 physician targets, concentrating on the areas of greatest return for Head & Neck, General/Robotic Surgery, and Orthopedics. 
• Identifies prospects through targeted calls and systematic outreach to independent and non-affiliated primary care practices. 
• Obtains, interprets, and analyzes referral data on physician utilization of GBMC surgical services and services of competing organizations. 
• Serves as the primary point of contact between community physicians and GBMC surgical specialists, coordinates resolution of access and scheduling issues. 
• Gathers and communicates competitive intelligence on referral patterns and competitor activities to the Chief Marketing Officer. 
• Executes the 90-day New Specialist Playbook for every newly hired surgical specialist, including targeted introductions to the top 20 referring PCPs within the first 30 days. 
• Accompany new specialists on introductory visits to high-priority physician offices and coordinates with at least one launch event (lunch-and-learn or CME dinner) per new hire. 
• Supports the standardized PCP Orientation Program to ensure new primary care physicians are introduced to GBMC’s surgical capabilities and key specialists within their first two weeks. 
• Coordinates “meet the specialist” events and introductory meetings between new surgical hires and established referring physicians. 
• Maintains accurate, current records of all physician contacts, visit notes, referral sentiment, and required follow-up actions in the CRM system within 48 hours of each visit. 
• Monitors referral patterns for assigned specialties and identifies trends, leakage, and opportunities; communicates findings to the Chief Marketing Officer and others as appropriate. 
• Prepare weekly activity reports summarizing visits completed, issues identified, and upcoming priorities. 
• Contributes to monthly and quarterly dashboard reporting supporting program accountability reviews with senior leadership. 
• Represents GBMC at community health events, CME dinners, and professional networking events aligned with surgical specialty outreach priorities. 
• Coordinates physician participation in community events and assists with developing outreach materials, physician profile cards, and leave-behind collateral. 
• Recommends programs and strategies to improve physician loyalty and referral relationships; participates in the development of marketing support materials and educational seminars as requested. 
• Supports the annual event calendar tied to specialty priorities and Dance Endowment reporting obligations. 

GBMC Values: Value Description -

Respect
I will treat everyone with courtesy.

I will foster a healing environment.

Treats others with fairness, kindness, and respect for personal dignity and privacy
Listens and responds appropriately to others’ needs, feelings, and capabilities

Excellence
I will strive for superior performance in every aspect of my work.

I will recognize and celebrate the accomplishments of others.    

Meets and/or exceeds customer expectations
Acti