Reshaping Physician Perception: Overcoming Past Challenges and Communicating for the Future

Reshaping Physician Perception: Overcoming Past Challenges and Communicating for the Future.

Problem Statement. Challenges in marketing the orthopedic professional: - Implicit biases previous experience - Organizational sensitivities - Rebuilding trust within the sports medicine community..

Problem Statement. Challenges in marketing the orthopedic professional: - Implicit biases previous experience - Organizational sensitivities - Rebuilding trust within the sports medicine community..

Public Perception. Texas Health is out of the Sports Medicine Game Dr. Dietrich is too busy and has no help, takes too much call Lack of Communication and biases due to patients going to competitor practice for surgery Previous partnerships that became competitors have changed people perceptions. Lack of Accountability and ownership of issues others could see as trespasses..

Community Observations. After the drop of the sports medicine service line there has been no active marketing efforts to the physicians in this group. No strategy for new business along with a survival mentality has made for a reactive work environment no physiologically safe for all. Is there a plan for the future? Need active listening to address self awareness..

Systems Thinking Approach. Key factors: - Internal: Orthopedic professionals, marketing teams, diversity officers. - External: Faith-based organizations, patients, advocacy groups..

Strategic Interventions. Approaches to address challenges: - Strategic messaging to highlight expertise. - Feedback loops for community insights. - Cross-functional collaboration for inclusivity..

Barriers to Agility. Challenges include: - Rigid marketing structures. - Siloed decision-making. No Strategy for future - Resistance to change from key stakeholders..

Agile Marketing Strategy. Key steps: - Pilot rebranding campaign. - Data-driven adjustments. - Progressive engagement through Continuing Education Programming, Injury Clinics and partnerships..

Success Metrics. Tracking effectiveness through: - Engagement rates with organizations. - Increase in new patient inquiries. - Sentiment analysis from surveys..

Team Structure. Roles include: - Agile Coach: Facilitates iteration processes. - Business Development Specialist: Leads outreach efforts. - Diversity Officer: Ensures inclusivity alignment..

Decision-Making Approach. Framework includes: - Sense-and-respond model for real- time feedback. - Decentralized decision-making. - Regular stand-ups for transparent reporting..

Risk Mitigation. Key risks and solutions: - Community backlash: Focused messaging on shared values. - Internal resistance: Co-designed branding strategies. - Patient attraction: Iterative testing before full-scale implementation..

Implementation Phases. Phased rollout: - Phase 1: Develop branding concepts. - Phase 2: Pilot campaign. - Phase 3: Gather feedback. - Phase 4: Refine strategies. - Phase 5: Full rollout..

Agile Leadership Skills. Key leadership traits: - Sensemaking: Understanding community sentiment. - Experimentation: Testing small initiatives before large-scale changes. - Psychological safety: Encouraging open discussions..

Challenges and Solutions. Overcoming obstacles: - Resistance to change: Stakeholder involvement in decisions. - Siloed structures: Cross-functional collaboration. - Psychological safety: Open communication culture..

Conclusion. By using an agile framework, the organization can effectively engage stakeholders while maintaining authenticity and professionalism. Rebuilding and Rebranding Constant Communication to enforce the goal of community engagement and ultimate care of the student athletes..

Final Thoughts. This agile framework can be used for reshaping physician perception and overcoming challenges in marketing an orthopedic professional, specifically to faith-based organizations and the sports medicine community. The strategy addresses implicit biases, organizational sensitivities, and a need to rebuild trust following past service line changes. It emphasizes strategic messaging, feedback loops, and cross-functional collaboration to foster inclusivity and highlight expertise. The approach includes iterative steps such as pilot rebranding, data-driven adjustments, and progressive community engagement through education and partnerships. Success is measured through engagement rates, patient inquiries, sentiment analysis, and internal buy-in. Agile leadership skills, like sensemaking and psychological safety, are crucial for overcoming resistance to change and siloed structures. The goal is to rebuild trust with the athletic trainers and the local community while improving community engagement..