Physician Analysis
Physician Analytics is an application designed to enable Physician Liaisons to strategically identify, prioritize, and grow relationships with physicians and clinical partners. Liaisons play a vital role in influencing referral patterns and increasing market share for hospital systems, yet their existing process relied on fragmented spreadsheets and subjective decision-making.
This project focused on delivering a user-centered solution to replace manual workflows with a modern, data-driven platform — ultimately empowering liaisons to make smarter, more impactful decisions.
category:
Design, Develop
services:
Figma, HTML, CSS, Tableau
The Problem
Physician Liaisons were tasked with strengthening physician relationships, but lacked reliable tools to:
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- Identify high-value physicians.
- Analyze referral performance.
- Plan and optimize visit routes.
- Create and share prioritized visit lists.
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Their process was inconsistent, time-consuming, and often based on incomplete data, limiting their ability to effectively target and grow referral relationships. Without a systemized approach, valuable referral opportunities were frequently missed.
The Solution
The Physician Analytics platform was designed to directly address these challenges by providing:
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- A centralized, interactive provider database enriched with alignment, referral, and financial data.
- Visual referral patterns and alignment trends for data-backed relationship prioritization.
- A dynamic route planning tool for efficient travel coordination.
- Exportable visit lists in PDF and CSV formats.
- Full mobile and desktop accessibility to support liaisons both in the office and in the field.
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The application seamlessly combined data, design, and workflow optimization into one focused tool, improving both day-to-day execution and strategic planning.
UX Research
The project began with qualitative research, consisting of direct interviews with five Physician Liaisons within the target hospital system. The goal was to understand:
- How liaisons currently selected which physicians to visit.
- How physician information was collected and used.
- How visits were organized and executed.
Key Insights:
- There was no standardized or data-driven method for prioritizing physicians.
- Travel planning was inefficient, consuming significant time without route optimization.
- Referral patterns were not easily accessible or visualized.
- Liaisons wanted a simple, clear way to combine data with visit planning.
These insights became the foundation for the product’s feature set and information architecture.
Design Process
Early Ideation & Wireframes
I started by sketching core workflows and screens based on research insights. These focused on:
- Making physician data sortable, filterable, and exportable.
- Visualizing alignment and referral opportunities.
- Building lists of targeted physicians.
- Simplifying route creation and travel planning.
Iterative Wireframes
Wireframes were rapidly tested with liaisons and stakeholders. Iteration cycles helped align user needs with business priorities, ensuring the solution balanced efficiency, clarity, and usability.
High-Fidelity Prototypes
Using Figma, I developed a polished, interactive prototype to validate workflows and refine UI components. Key features included:
- Physician List with performance indicators.
- Visual referral dashboards highlighting aligned vs. lost referrals.
- Route generation directly from saved physician lists.
- Mobile-friendly design for in-field use.
- Simple export functionality
Prototypes were reviewed with leadership and users to secure alignment before handoff to development.
Final Design Highlights
The final design delivered a focused set of features tailored to the daily needs of Physician Liaisons, combining data visualization, planning tools, and mobile accessibility to enhance efficiency and strategic decision-making.
- Provider Insights — A powerful physician database sortable by alignment, volume, and financial impact.
- Referral Analytics — Intuitive data visualizations showing referral trends, alignment rates, and lost episodes.
- Route Planning — Integrated route mapping and optimization directly connected to prioritized physician lists.
- Mobile Access — Full functionality available on mobile devices for seamless transition between office and field work.
- Exportable Reports — Printable and digital visit plans supporting efficient reporting and offline use.
Outcome
The application was successfully designed, developed, and implemented into the Physician Liaison workflow. Early feedback indicated:
- Increased efficiency in visit planning and execution.
- Greater confidence in prioritizing physician outreach.
- Improved collaboration between liaisons and leadership through shared data.
- Significant reduction in manual work previously done in Excel.
Reflection
This project demonstrates the power of connecting user insights with thoughtful product design. By listening to the challenges faced by Physician Liaisons and transforming their workflow into a data-rich, easy-to-use tool, the Physician Analytics platform enabled more strategic, confident, and impactful relationship-building.
