Director Physician Liaison Program

VCU Health•Richmond, VA

About The Position

The Director, Physician Liaison Program is a strategic and operational leader responsible for building, scaling, and optimizing a high-performing, system-wide physician outreach function for VCU Health. This role will implement the infrastructure, tools, and processes necessary to support increased referral growth, provider engagement, and service line expansion. This leader will guide a data-driven, sales-oriented team of physician liaisons focused on measurable growth outcomes while leveraging market intelligence to develop and continually refine outreach strategies. Reporting to the Department of Strategy and Business Development, the director will play a critical role in supporting enterprise growth initiatives, including capital and service line expansions. This role is instrumental in shaping how the organization engages with referring providers and drives sustainable growth. The director will establish the foundation for a scalable, insight-driven physician liaison function that directly supports the health system’s long-term strategic vision.

Requirements

Bachelor’s degree required; master’s degree preferred (MBA, MHA, or related field).
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.
Demonstrated success in building or scaling programs, teams, or growth initiatives.
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

Nice To Haves

Experience within a large health system or academic medical center strongly preferred
Knowledge of Stark Law and related regulations preferred

Responsibilities

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.
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.
Aggregate 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.