How Emerging Technologies Helped Build Physician Referrals at Henry Ford Transplant Institute

// By Melanie Graham //

Social media and mobile apps are an important part of any healthcare marketer’s toolkit; these technologies are crucial in building brand awareness and increasing patient volume.

But what about their use in driving physician referrals?

In fact, most of the time a healthcare referral is made, it is made by a physician, not a consumer or patient.

“This physician aspect is a significant part of the decision,” says Dan Cobb, CEO and chief strategy officer for Daniel Brian Advertising (DBA). According to statistics gathered by DBA, a physician makes 64 percent of referrals for complex care procedures.

Ara Telbelian, Henry Ford Health System

DBA worked with longtime partner Henry Ford Health System to develop an app for physicians referring patients to the Henry Ford Transplant Institute. The app, launched in 2015, has been a successful part of the Transplant Institute’s referral program.

Cobb joined Henry Ford’s Ara Telbelian for a presentation at the 2017 Healthcare Internet Conference in Austin, Texas. Telbelian is the director of marketing for the Henry Ford Medical Group and director of brand management for the Henry Ford Health System. The talk — “Using Emerging Technologies to Grow Physician Referrals” — covered the successes the Henry Ford Transplant Institute has seen with its social media and mobile app initiatives.

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