Director, Physician Liaison Program

Essential Job Functions

• Guide the development and scaling of the system-wide Physician Liaison Program as a key driver of referral growth and provider engagement across the health system.
• Develop and lead a high-performing team of physician liaisons responsible for ongoing physician engagement across geographically assigned territories, ensuring productivity and KPI benchmarks are consistently met or exceeded.
• Regularly analyze market intelligence, claims data, referral patterns, and internal capacity insights to identify growth opportunities, translating insights into strategic territory management and targeted outreach campaigns.
• Establish and maintain strong relationships with service line leaders to ensure a consistent flow of communication and engagement, aligning physician liaison strategies with strategic growth goals.
• Coach team members in consultative, sales-oriented outreach techniques, as well as effective CRM usage and maintenance.
• Foster a culture of continuous improvement, collaboration, and results-driven performance.
• Utilize CRM reporting and analytics to regularly communicate team performance, impact, and ROI to VCU Health and MCVP leadership.
• Serve as the strategic leader for referring provider engagement across the organization.
• Identify and address barriers to referral access, including service, communication, and operational issues.
• Partner with clinical and operational leaders to align outreach with service line priorities and capabilities.
• Develop and execute physician engagement strategies to support major capital growth initiatives, including new clinics, ambulatory surgery centers, and hospital expansions.
• Ensure early and sustained provider awareness and adoption of new services and locations.
• Internal Partnerships & Strategic Facilitation:
• Partner closely with marketing to align physician outreach with broader campaign strategies and ensure consistent messaging across all outreach efforts.
• Establish and lead a structured issue resolution process to capture, triage, and resolve referring provider concerns, serving as the executive liaison for high-priority or sensitive issues.
• Agregate and analyze issue data to identify systemic trends and recurring pain points, partnering cross-functionally across the health system on process improvement opportunities.
• Support the development, promotion, and execution of Continuing Medical Education (CME) events as a source of education and engagement for community providers.
• Develop and execute strategies to promote referring provider awareness of clinical trials and facilitate connections between the referring community and research initiatives.

Employment Qualifications

• Required Education: Bachelor’s degree required; master’s degree preferred (MBA, MHA, or related field).
• Preferred Education: N/A
• Licenses/Certifications Required: N/A
• Licenses/Certifications Preferred: N/A
• Minimum Qualifications: Eight (8)+ years of experience in healthcare business development, physician relations, or provider outreach. Five (5)+ years of leadership experience managing high-performing, metrics-driven teams. Experience within a large health system or academic medical center strongly preferred; knowledge of Stark Law and related regulations preferred. Demonstrated success in building or scaling programs, teams, or growth initiatives.
• Other Knowledge, Skills, and Abilities Required: Strategic thinking with strong execution capability. Data-driven decision-making and analytical acumen. Sales leadership and performance management. Relationship-building and stakeholder engagement. Change management and program development. Strong communication and influencing skills. Working Conditions: Required to car travel to off-site locations, occasionally in adverse weather conditions. Physical Requirements: Lifting/Carrying (0-50 lbs.), Bending, Sitting, Walking, Standing. Additional Physical Requirements/Hazards: Physical Requirements: Manual dexterity (eye/hand coordination), Reach above shoulder, Finger Dexterity. Hazards: N/A Mental/Sensory – Emotional: Strong Recall, Reasoning, Problem solving, Hearing, Speak clearly, Write legibly, Reading, Logical Thinking. Emotional: Steady pace, Able to handle multiple priorities, Frequent and intense customer interactions.