Senior Physician Liaison, Adult Services

VCU Health•Richmond, VA

13d•$91,395 - $141,648

About The Position

The Senior Physician Liaison connects VCU Health with the referring provider community through consultative business development and relationship management. The role manages a geographically assigned portfolio and serves as the physician liaison program’s primary resource for one or more assigned service lines. It drives referral growth, expands market share, and works toward performance targets across inpatient and outpatient services. The liaison builds relationships with referring providers and practices, identifies growth opportunities, and influences referral behavior using data-driven insights, value-based conversations, and targeted outreach. The role develops in-depth knowledge of assigned service lines, including clinical capabilities, referral pathways, access, priorities, and market dynamics, and uses that knowledge to support outreach across the liaison program. Acting as a trusted resource for referring providers, service line leaders, and colleagues, the Senior Physician Liaison supports two-way communication, issue resolution, and alignment between community needs and VCU Health capabilities. The role independently leads complex outreach and cross-functional initiatives and provides informal guidance to colleagues without direct supervisory responsibility.

Requirements

Bachelor’s degree in marketing, healthcare administration, or a related field, or equivalent work experience in a similar role; a combination of education and experience may be considered in lieu of a degree.
Seven years of experience in one or more of the following functions within a healthcare environment: business development, consultative sales, physician engagement or relationship management, marketing, or relationship management.
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 and analytical abilities.
Ability to develop credibility with referring providers, clinical leaders, operational partners, and colleagues.
Ability to travel by car to off-site locations, occasionally in adverse weather conditions.

Nice To Haves

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, including 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.
Bachelor’s degree in marketing, healthcare administration, or a related field.

Responsibilities

Manage a geographic portfolio of referring providers, including strategic or complex accounts, using market intelligence, claims data, and capacity insights to identify growth opportunities and influence referral patterns.
Build and sustain relationships with referring providers and practice staff through planned outreach, in-person visits, and consistent follow-up.
Use consultative techniques to identify provider needs, address barriers, and align VCU Health solutions with practice goals.
Facilitate patient referrals and help practices navigate the health system, including access, intake, and care coordination.
Develop and execute targeted outreach campaigns to grow referrals and reduce network leakage in priority service lines.
Coordinate provider engagement activities, including physician roundtables, educational presentations, clinical briefings, and practice visits.
Document outreach activities, opportunities, and issues accurately and promptly in CRM systems.
Meet or exceed activity, referral, and revenue-based targets; use CRM reporting to track outcomes and demonstrate return on investment.
Serve as the liaison program’s primary resource for one or more assigned service lines while maintaining a geographic portfolio.
Maintain detailed knowledge of assigned service lines, including clinical capabilities, providers, referral criteria and pathways, access and capacity, operational considerations, priorities, and market dynamics.
Work closely with service line leaders, administrators, and key providers to understand priorities, identify opportunities, and address referral barriers.
Translate service line priorities into outreach strategies, resources, and updates that support liaisons across territories while preserving each liaison’s ownership of relationships in their territory.
Analyze referral patterns, market data, provider feedback, and performance trends; identify opportunities and 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, approaches, and resources with the liaison team, and provide informal guidance or mentoring to colleagues.
Partner with marketing, communications, and internal teams to develop aligned messaging, outreach materials, and campaigns.
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 for provider engagement and service line initiatives, defining metrics and reporting progress and outcomes.
Collaborate with service line and system leadership to understand clinical services, strategic priorities, operational needs, and market opportunities.
Represent the physician liaison program at assigned service line meetings, workgroups, or initiatives, and share relevant decisions and updates with the liaison team.
Connect referring providers with internal stakeholders to support alignment, responsiveness, and service excellence.
Triage and manage complex or high-priority provider concerns within the PRM, coordinating with internal stakeholders to ensure timely resolution.
Analyze provider feedback, referral challenges, and service line performance trends to identify systemic issues and opportunities for improvement.
Develop actionable solutions and partner with leadership to improve the provider experience and referral processes.
Escalate recurring or significant barriers with supporting information, recommended next steps, and follow-through.