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GIA 2006 Excellence Winner
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From left: Chris Comer,
Associate Vice President
for Public Affairs; UTMB
Distinguished Alumnus
Dr. Ned Dudney; Dr.
Fredrick Huang, UTMB
Faculty; William
Atkinson, Administrative
Manager, Faculty Group
Practice; Chris Packard,
Director of Marketing;
Dr. Valerie Parisi, Chief
Academic Officer, Vice
President for Academic
Program Administration
and Services, and Dean
of Medicine; Dr. Joan
Richardson, UTMB
Faculty; Dr. Leslie
Chupp, UTMB Faculty;
Dr. Dean Kinsey, Chief
Physician Executive,
Faculty Group Practice;
Dr. Karen Sexton, Vice
President and CEO of
Hospitals and Clinics;
Susan Coulter, Vice
President for University
Advancement; Dr.
Gabriel Rodriguez,
UTMB Faculty; Dr.
Michael Trahan,
UTMB Faculty.
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Special Projects, Programs or
Campaigns - Marketing
The University of Texas Medical Branch, Office of Public Affairs
"Community Physician Partnerships"
As faculty members at a rapidly growing academic health center, UTMB
physicians increasingly find themselves engaged in a number of outreach
activities, (such as media interviews, speaking engagements and clinical
referral generation), that fall outside their traditional roles as educators,
researchers and health care providers. UTMB clinical leadership concluded
that a pilot program designed to help develop the relationship-building
skills of UTMB’s emerging clinical leaders was warranted.
Goals
- Select group of junior and mid-level faculty members would work to
develop effective relationships with patients, community physicians,
university colleagues, alumni, the news media, and the public.
- Develop a curriculum with several courses focusing on how to develop
a relationship with a specific audience.
- The pilot program would tap the collective intellects of executive
leadership, senior faculty, alumni, grateful patients, volunteers, and the
participants themselves for innovative ideas and best practices related to
building and maintaining relationships with key constituencies.
Results
- Expanded leadership roles within and service to UTMB; including
continuing medical education presentations to community physicians,
and an increased number of interviews with news outlets.
- Better relationships with community physicians in the areas
UTMB serves.
- Increased sponsored patient referrals (an impressive 75 percent increase in
pediatric orthopedic referrals to one physician’s practice).
- Reality-based strategies for creating a more supportive and responsive
infrastructure within UTMB for faculty and referring physicians.
- Increased sense of physician "ownership" within the university's clinical
operations system.
Read the full narrative (Word document)
Contact: Chris Packard, jcpackar@utmb.edu
Back to GIA 2006 Awards for Excellence Winners
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