The Senior Physician Liaison serves as a key connection between VCU Health and the referring provider community, operating with a consultative, business development-focused approach to relationship management. The role manages a geographically assigned portfolio while also serving as the physician liaison program's primary resource for one or more assigned service lines. The Senior Physician Liaison is responsible for driving referral growth, expanding market share, and achieving defined performance targets across inpatient and outpatient services.

The Senior Physician Liaison develops strong relationships with referring providers and practices, identifies growth opportunities, and proactively influences referral behavior through data-driven insights, value-based conversations, and targeted outreach. The role applies deeper knowledge of assigned service lines, including clinical capabilities, referral pathways, access, growth priorities, and market dynamics, to support outreach across the liaison program.

The Senior Physician Liaison acts as a trusted resource for referring providers, service line leaders, and other liaisons, ensuring effective two-way communication, issue resolution, and alignment between community needs and VCU Health's capabilities. The role independently leads complex outreach initiatives and serves as a resource to colleagues without direct supervisory responsibility.

Essential Job Statements

Business Development, Sales Strategy & Relationship Management:

Manage a geographically assigned portfolio of referring providers, including strategic or complex accounts, using market intelligence, claims data, and internal capacity insights to identify growth opportunities, influence referral patterns, and position VCU Health services competitively.

Build and sustain relationships with referring providers and practice staff through structured outreach, including pre-call planning, in-person visits, and consistent follow-up.

Apply consultative techniques to uncover provider needs, address barriers, and align VCU Health solutions with practice goals.

Facilitate patient referrals and assist practices in navigating the health system, supporting efficient access, intake, and coordination of care.

Develop and execute targeted outreach campaigns to grow referrals and reduce network leakage in priority service lines.

Coordinate and support VCU Health provider engagement activities, including physician roundtables, educational presentations, clinical briefings, and practice visits.

Maintain accurate and timely documentation of outreach activities, opportunities, and issues within CRM systems.

Meet or exceed established activity, referral, and revenue-based performance targets, using CRM reporting to track outcomes and demonstrate ROI.

 

Service Line Expertise & Program Support:

Serve as the physician liaison program's primary resource for one or more assigned service lines while maintaining responsibility for a geographic portfolio.

Develop and maintain in-depth knowledge of assigned service lines, including clinical capabilities, key providers, referral criteria and pathways, access and capacity, operational considerations, strategic priorities, and competitive market dynamics.

Maintain close working relationships with assigned service line leaders, administrators, and key providers to understand priorities, identify opportunities, and address referral barriers.

Translate service line priorities into practical outreach strategies, resources, and updates that support liaisons across geographic territories while preserving each liaison's ownership of referring relationships in their territory.

Analyze referral patterns, market data, provider feedback, and performance trends for assigned service lines; identify growth opportunities and recurring barriers; and recommend actions to program and service line leadership.

Lead or support complex, high-priority outreach initiatives and provider issues involving assigned service lines, coordinating across departments as needed.

Share service line knowledge, effective approaches, and resources with the liaison team, and provide informal guidance or mentoring to colleagues without direct supervisory responsibility.

 

Project Management & Internal Collaboration:

Partner with marketing, communications, and other internal teams to develop aligned messaging, outreach materials, and campaigns that support system and service line objectives.

Collaborate with patient advocacy teams, department administrators, and clinical and operational leaders to address complex provider or patient concerns.

Independently develop and manage complex or cross-functional project plans related to provider engagement and service line initiatives, including defining metrics and reporting on progress and outcomes.

Collaborate with service line leaders and system leadership to maintain a comprehensive understanding of clinical services, strategic priorities, operational needs, and market opportunities.

Represent the physician liaison program on assigned service line meetings, workgroups, or initiatives, and communicate relevant decisions and updates to the liaison team.

Serve as a liaison between referring providers and internal stakeholders to ensure alignment, responsiveness, and service excellence.

 

Issue Resolution & Continuous Improvement:

Address complex or high-priority provider concerns by triaging and managing them within the PRM and coordinating with internal stakeholders to ensure timely and effective resolution.

Analyze trends in provider feedback, referral challenges, and service line performance to identify systemic issues and opportunities for improvement.

Develop actionable solutions and partner with leadership to implement strategies that enhance the provider experience and referral processes.

Escalate recurring or significant barriers with clear supporting information, recommended next steps, and appropriate follow-through.

Patient Population: N/A

Employment Qualifications

Education Required: Bachelor's degree in marketing, healthcare administration, or related field, or equivalent work experience in a similar role.

Education Preferred: Bachelor's degree in marketing, healthcare administration, or related field.

Licensing/ Certification

Licensure Required: N/A

Licensure Preferred: N/A

Certification Required: N/A

Certification Preferred: N/A

Minimum Qualifications

Years and Type of Required Experience: Seven (7) years of experience in one or more of the following functions within a healthcare environment: business development, consultative sales, physician engagement/relationship management, marketing, or relationship management.

 

Other Knowledge, Skills and Abilities Required: Demonstrated experience leading complex initiatives, managing strategic provider relationships, or partnering closely with clinical or service line leadership. Highly self-motivated and results-oriented, with strong organizational skills. Excellent oral, written, presentation, and interpersonal skills. Ability to plan, direct, implement, and evaluate multiple complex projects simultaneously. Ability to work independently, exercise sound judgment, and manage competing priorities in a fast-paced environment. Strong consultative skills, business acumen, and problem-solving/analytical abilities. Ability to develop credibility with referring providers, clinical leaders, operational partners, and colleagues.

 

Other Knowledge, Skills and Abilities Preferred: Demonstrated success in consultative sales, business development, or provider relations, preferably in healthcare or a related industry. Experience managing a sales pipeline and achieving revenue or growth targets. Experience developing expertise in a clinical service line, specialty, market, or comparable area of responsibility. Strong analytical skills, with the ability to translate data into actionable growth strategies. Proven ability to influence decision-making and drive behavior change among professional stakeholders. Experience providing informal leadership, coaching, or mentoring to colleagues.

 

Combination of education and experience may be considered in lieu of a degree.

Working Conditions: Periods of high stress and fluctuating workloads may occur. General office environment. Required to car travel to off-site locations, occasionally in adverse weather conditions.

 

Physical Requirements

Physical Demands: Lifting/ Carrying (0-50 lbs.), Lifting/ Carrying (50-100 lbs.), Push/ Pull (0-50 lbs.), Push/ Pull (50-100 lbs.), Stoop, Kneel, Squat, Crawling, Climbing, Balance, Bending

Work Position: Sitting, Walking, Standing

 

Additional Physical Requirements/ Hazards

Physical Requirements: Manual dexterity (eye/hand coordination), Repetitive arm/hand movements

Hazards: N/A

 

Mental/Sensory – Emotional  

Mental/Sensory: Strong Recall, Reasoning, Problem Solving, Hearing, Speak Clearly, Write Legibly, Reading, Logical Thinking

Emotional: Steady Pace, Able to Handle Multiple Priorities, Able to Adapt to Frequent Change

 

 

 

 

Compensation Range

$91,395.20 - $141,648.00

Actual salary offers will be based on several key factors to include relevant work experience, credentials, and qualifications.

 

 

EEO Employer/Disabled/Protected Veteran