GP Liaison Officer – Middlesex and Herts, Private Patients

Detailed job description and main responsibilities

Communication

• Develop and implement a data-based strategy for the proactive targeting of GPs and other medical referrers, which increases referrals and drives market share growth from the targeted areas.
• Communicate clearly and concisely and in a professional manner when representing the Trust. Communicate in a timely manner, ensuring that the team is kept informed. Adapt your own approach and communication style to individuals and situations.
• Accountable for identification of potential key accounts locally by analysing current growth, strategic importance and impact, and future potential from a range of internal and external data sources
• Develop clear contact management and communication strategies with identified local key decision makers and influencers in target accounts aligning with the Private Patient department’s business strategy
• Visit GP practices and establish strong relationships with GPs and practice staff, presenting a positive and credible image to these external stakeholders
• Ensure that GPs and referrers are aware of the structure and function of services at all sites and the referral process
• Develop and deliver a structured programme of GP educational events and seminars (online and onsite), in-line with the Private Patient department’s business strategy
• Create and implement email campaigns using Mailchimp and Eventbrite for bookings and registrations
• Work with consultants to arrange content, support presentations and ensure materials for the seminar are developed to agreed timescales
• Work with marketing to promote GP education programme and events using social media
• Events may be held during office hours or in evenings and attendance will be required to ensure the smooth running of the event.
• Work with marketing to develop an ongoing programme of tailored communications for GPs and practice staff and revise core messaging, positioning and value proposition for GP and consultant referrer market

Patient/customer care (both direct and indirect)

• Maintain close working relationships with key internal stakeholders, both clinical and non-clinical to ensure that the GP, practice manager and patient experience is positive, and act upon any concerns raised in an appropriate and timely manner.
• The role will have various customers, both internal and external. 
• Keep abreast of the strategic direction of the hospital, service developments and new consultants
• Work with internal Consultants to achieve caseload targets in-line with the hospital’s consultant development plans and drive referrals
• Build relationships with key consultants at the Trust, raising the internal profile of the business development function in supporting the development of their practice
• Support the other Private Patients teams in promoting all Hospital sites and services of Guys’ and St Thomas’ Specialist Care throughout various activities, as required.
• Participate in other projects as required

Policy & Service development

• Proactively seek areas of growth, opportunities and improvement within the private patient market.
• Identify local opportunities for self-funding (e.g., long waiting lists) and promote Trust private patient services to drive referrals.
• Develop a strategy to target potential diagnostic referral contracts within the local area, with the aim to increase diagnostic referrals
• Arrange events in collaboration with relevant societies and organisations
• Regular reporting and follow up of key issues identified or complaints received by customer

Resource management

• Manage delivery of GP talks either online (via Zoom) or source venues and coordinate events on-site within budge.
• Work within budgets set by the Business Development Lead and Associate Director - Marketing and Business Development. 

Information management

• Be aware of how computerized information can be disseminated, and how it can be used to inform and assist future strategic decisions of the Business Development function and the Private Patient Directorate.
• To be a proficient user of any hospital system that holds data on private patients, as appropriate.
• Maintain and update all CRM systems daily
• Monitor and report monthly on key account metrics e.g. referrals and revenue trends, using analytical data, to the Business Development Lead, Associate Director – Marketing and Business Development, and Managing Director of Private Patients
• Develop and maintain the email subscriber and GP/ health professionals database, ensuring that data protection guidelines are followed at all times and that any use of delegate, patient, and speaker data complies with current Information Commissioner’s Office (ICO) and Data Protection Act (DPA) and Trust guidelines.
• Work with front-line staff and medical secretaries to develop a system to ensure that referring GP data is captured at the point of registration.

Other duties

• To undertake any other duties commensurate with the grade as requested.
• To abide by the Trust's Core Behaviours for staff and all other Trust policies, codes, and practices, including standing financial instructions, research governance, clinical governance, patient and public involvement, codes and practices, and health and safety.