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Good exposure: Improving patient relations

Volunteering at health fairs, coaching a team, speaking to a service club. Some doctors find doing good in the community helps their practices do well.

By Cheryl Jackson, amednews staff. Sept. 2, 2002.

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The staff of Southfield, Mich., internist Lonnie Joe Jr., MD, insists that he tell them whether he's doing any volunteer work over the weekend. That's because when he does, on Monday morning the office phones are ringing off the hook with people who want to be his patients.

Dr. Joe didn't start doing health screenings, speaking to book clubs and nursing homes, or interacting with other community groups with the idea of attracting more patients to his practice. But that's what has happened.

"It's a better way of public relations and publicity than advertising in the newspapers or yellow pages," Dr. Joe has learned. "It's a 'see me, feel me, hear me, touch me' thing."

He's not alone in that discovery.

Physicians are finding that the goodwill they acquire when they appear at community health fairs, coach local youth sports team or speak to civic groups about health issues often leads to more traffic at their practices.

"We always see an increase in phone calls and appointments being made by new patients," Dr. Joe said.

It's a good way of recruiting patients. And doctors say physician volunteers should come to events prepared to capitalize.

"It's always a surprising thing how many people in the audience don't have a physician," Dr. Joe said. "We encourage physicians to bring business cards to these kinds of health fairs and presentations."

Not that you should should look at volunteer activities solely as a way of expanding your practice, some doctors say.

"Part of our job is patient education. That's been the way that physicians have gotten exposure all along," Dr. Joe said. "It's never intended to be a way of increasing your patient volume, but as a side effect, that's what happens."

Patients seem to favor physicians who give to their communities, said Thomas Irons, MD, a pediatrician in Greenville, N.C.

"People are looking, and looking hard, for altruism in physicians. It just so happens that altruism when built into a private practice increases revenue," Dr. Irons said. "People recognize they're willing to do this. They see them as physicians who are genuinely altruistic, and they want them to be their doctor."

Dr. Irons believes there's a direct link between community presentations and referrals and inquiries.

That's particularly the case with patient education about management of chronic diseases, such as high blood pressure and diabetes, he said. "If a physician holds educational programs for diabetics in his practice or community, there's no question that over time that will increase demand on his practice."

Patients who make the inquiries are likely to be representative of the community in terms of types of insurance, they carry -- if they carry any at all. But those with good health insurance typically balance those who come with less attractive policies, Dr. Irons said.

A professor of pediatrics at the Brody School of Medicine at East Carolina University, Greenville, N.C., and president of a university health system that manages medical practices, Dr. Irons estimates he spends at least five hours each week volunteering. Some weeks he's giving as many as 10 hours.

The average physician, he estimates, spends about five hours a month in community-related activities.

Community groups hungry for information and assistance often seek him out, Dr. Joe said. Occasionally, the solo practitioner has to turn down requests. "I can't make them all."

Other physicians, especially those new in practice or new to the community, may need to seek out volunteer opportunities. Religious organizations and charities are good places to start; staff there will likely know what the community needs.

Opportunities are out there. But the public has to know that doctors are available and approachable, Dr. Irons said.

"Oftentimes, people regard physicians as busy -- and they are -- and therefore, don't want to bother them. Unless they need something like physicals for the basketball teams," he said.

Taking the lead in offering services allows physicians to better match their interests with community needs.

"It allows you to go where you have a particular strength or interest and can contribute," Dr. Irons said.

Volunteerism doesn't have to be a major committment.

"They can do much simpler things, like sports physicals for the Special Olympics," he said.

Baton Rouge, La., oncologist Jay Brooks, MD, often gives talks and appears on local radio and television. His 500-physician multispecialty Oschner Clinic even has a department that coordinates public outreach and a speakers bureau.

His 20 or so yearly presentations to community and civic groups usually center on cancer prevention.

"It adds tremendous credibility to you as a physician," Dr. Brooks said. "By educating the public and placing yourself in the public eye, you become very visible, very credible, and it's a great source of referrals."

Dr. Brooks' presentations include slides and handouts.

"You may not get business that night from that. But people will remember you," he said.

Volunteerism can be a much needed distinguishing factor for business, he said.

"There is more competition. You want to maintain your presence in the community and have an image in the community as a force for good in the community."

Volunteering free medical care also pays off later, Dr. Brooks said.

"You do good to the public, and a lot of times people will remember that and they'll pay for your services, or when they get insurance they'll go back to you."

But he cautions against giving too much away. "A lot of times treating cancer patients involves chemotherapy, and sometimes it's very difficult to treat people when they can't afford the drugs. You can't, as a business person, give the drugs to the patient."

Another way Dr. Brooks gives of himself is by mentoring college students interested in medical careers.

Getting the name out

Opportunities for volunteerism often fall on the weekends, but physicians can even use a lunch hour to address community concerns, doctors said.

"I gave a 15-minute talk at a church health fair," said Dr. Joe. "It took 10 minutes to drive there, 30 minutes to answer questions, and 10 minutes to drive back. So in an hour I do some good.

"The economy of health care being what it is, people new into practice have to look at ways of building a practice."

Dr. Irons uses that philosophy in selling a physician on volunteering for programs.

He recruits doctors for a local medical society program that has them taking on patients who can't pay. And recognition, he says, is important to participants.

"We publicly thank them. We publish their names in the medical society newsletter and in the local newspaper," Dr. Irons said.

Doctors want to let the public know that they're involved, he said.

"People who can pay recognize that physicians are willing to take care of those who can't, and when they see that they think that this must be a good doctor." Dr. Irons said.

His volunteer efforts include participating in a "Doctors on Call" broadcast on local television. He sits on the board of the local Boys and Girls Club. He participates in screening clinics. He also directs a county health program for uninsured residents. And he chairs the board of a community group that operates a free clinic.

"I love every bit of it," Dr. Irons said. "It's incredibly rewarding. The willingness to sacrifice income oftentimes generates income."

A physician doesn't have to love volunteerism to profit from it, he said. It's possible to attract more business even if your heart isn't in the good works.

But, Dr. Irons said, "I'm real uncomfortable with that. The right thing for the wrong reason is just not right."

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 ADDITIONAL INFORMATION: 

Ways to increase your profile in the community

• Appear on local radio and television shows answering questions about basic health care.
• Speak at fraternal group meetings (Kiwanis, Rotary, Lions clubs).
• Volunteer at church health fairs.
• Provide health screenings at block parties.
• Work with youth clubs.
• Mentor college students.
• Participate in school career days.
• Serve on boards of community organizations.

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