If you’re a specialty clinic or hospital, then you know the importance of referrals. As a result, many healthcare providers and professionals employ physician liaisons. In previous blogs we have spoken about how important it is for clinics to have a brand. Having an online presence and cultivating that space is vital to the running of any healthcare practise. That line of communication is crucial for any health practise.

In this blog, TABIIB takes a look at physician liaisons, their role in the health community, and how they can help your practise thrive.

What Are Physician Liaisons?

A physician liaison is an ambassador for a particular clinic or hospital. They’re the representatives of a physician or specialized medical/surgical group in an effort to establish the relationship between potential referring physicians and hospitals. Essentially, liaisons maintain and grow the hospitals’ patient referral base. 

A physician liaison also acts as the provider’s avatar in the health community by informing potential patients of their services, and building a brand. Liaisons can fix the gap between the hospitals and their patients. However, it’s a mistake to think that physician liaisons are autonomous and can bring patients by themselves. Providers must also take an active approach in marketing their services.

What Do Physician Liaisons Do?

Practice management handles the administrative tasks like patient satisfaction, budgeting, staffing, patient flow, etc. Physician liaisons handle the interpersonal aspect of running a healthcare practise. Primarily, they tackle the problems of communication, patient and physician retention and identifying patient leakage.

A few major responsibilities of physician liaisons are:

  • Managing referrals
  • Assisting growth for specialty & surgical practitioners through referrals
  • Communicating with staff & physicians to help them get better hospital service
  • Hospital & patient advocacy
  • Representative of a clinic or hospital within the healthcare community

Liaisons come from a variety of backgrounds – sales, pharmaceuticals, consulting, etc. They have specific knowledge of the healthcare industry along with interpersonal communication skills.

Benefits Of Hiring A Physician Liaison

Considering the diversity of experience and skill with physician liaisons, there are several benefits to hiring one. Liaisons, especially, are valuable for building referral relationships. Furthermore, referral networks are one of the best ways to get new patients. The major benefits they offer are:

Fix Patient Leaks
One of the main benefits of a physician relations liaison is their ability to recognize referral leaks and keep patients in the referral network.

Market Intelligence
As mentioned above, patient liaisons come with a vast background of different experiences. They can provide real-time market intelligence and offer a competitive advantage in the health market.

Physician liaisons can alert physicians to new services competitors are planning to market. Additionally, they can also look for specialty doctors that can be added to the referral network. In this manner, liaisons are instrumental for the medical community looking to gain more patient exposure.


Physician liaisons are complementary to a successful healthcare practise. They can only be a legitimate representative of your clinic if your services are well-established. This is the first step towards marketing your practise. You can get started by building an online presence on TABIIB Desk.

I am a writer, covering the sprawling expanse of healthcare, among many other things that I love writing on. I write on healthcare because I want to do my part in informing people about the health industry, When I am not blogging about research and medicine, I enjoy reading, playing squash and backpacking around the world.