In today’s healthcare arena, the competition isn’t just fierce—it’s practically a full‑contact sport. The practices that thrive aren’t always the ones with the newest equipment or the flashiest websites, but the ones with strong, steady referral relationships. Yet for many physicians, juggling business development, partnership building, and referral management on top of patient care can feel like trying to perform surgery while running a marathon.
That’s why over half of polled doctors on Sermo are already working with a physician liaison —your behind‑the‑scenes connector who boosts visibility, smooths the referral process, and keeps your name top‑of‑mind with the right colleagues. This article will break down what they do, how they differ from traditional marketers, and the proven strategies they use to help build a referral network that’s not just busy, but built to last.
The primary role of a physician liaison
A physician liaison is a dedicated business development professional who connects a medical practice, hospital, or health system with other healthcare providers, ensuring clear, consistent communication and stronger referral relationships. Acting as the bridge between your clinical team and the broader medical community, the liaison keeps the practice visible, relationships active, and referral pathways efficient.
They are not:
- A clinician—no diagnosing, treating, or advising patients.
- Responsible for patient‑facing marketing like ads or social media.
- Managing internal operations or medical instructions.
While both marketing professionals and liaisons contribute to growth, their focus is different. Marketers target patients directly through advertising, events, and public campaigns. Liaisons focus on peer‑to‑peer engagement—building trust with referring providers, streamlining referral processes, and ensuring smooth communication between practices.
Recent poll data underscores both the potential and the knowledge gap surrounding this position. Just over a quarter of physicians reported working with a liaison and finding the experience highly effective, while 32% had worked with one but saw mixed results. Nearly a quarter had never worked with a liaison but were open to the idea, and 8% admitted they did not know what a physician liaison does.
“I wouldn’t say that I have dealt with a medical liaison before… but I am sure that it would help patients and doctors to have better coordination and medical appointments, being able to clearly increase the number of patients if this method works as described,” wrote a GP on Sermo. “In addition, it is said that it can help improve protocols when interacting with other colleagues.”
When asked to define the role, 36% of surveyed doctors identified building and maintaining referral relationships as the primary function, followed by promoting new services or specialties (24%), coordinating between specialists and referring doctors (16%), and handling marketing and communications (14%).
Physician perspectives from Sermo illustrate this range of understanding and experience. A GP in Nigeria reported that working with a liaison increased both referrals and visibility, ultimately boosting income. In contrast, a family physician in Turkey described the impact as mixed, noting that while the role is used in their field, results can vary.
Building a successful partnership with a liaison
A physician liaison’s success depends as much on the strength of their relationship with the practice as on their own skills in the field. The most effective partnerships are built on clear communication, well‑defined goals, and a steady flow of support and information from the physician’s team.
It begins with alignment. Both physician and liaison need to agree on specific, measurable objectives—whether that’s increasing referrals in a targeted specialty, expanding into a new geographic area, or improving communication with a particular group of providers. Without this shared vision, outreach efforts risk becoming scattered and less impactful.
As one GP on Sermo writes, “For us physicians to fully understand the value, it would be beneficial for physician liaisons to have a more strategic approach, with clear goals and metrics to evaluate the real impact on practice growth and new patient acquisition.”
Communication must be open, frequent, and purposeful. Regular check‑ins give the liaison a chance to share progress, flag challenges, and adjust tactics in real time. These conversations also keep the physician informed about market shifts, competitor activity, and feedback from referral sources—insights that can shape both clinical and business decisions.
Equipping the liaison with timely, accurate information is equally critical. Updates on new services, provider changes, scheduling protocols, and operational adjustments allow them to represent the practice with authority and credibility. A well‑briefed liaison can answer questions on the spot, strengthen trust, and reinforce the practice’s value with every interaction.
Most physician liaisons are salaried employees, with base salaries averaging $66,968, often with performance‑based bonuses tied to compliant, non‑volume‑based metrics such as relationship quality, process improvements, or satisfaction scores. Clear, transparent compensation structures help align the liaison’s efforts with the practice’s strategic goals.
Sermo poll data reflects what physicians themselves say would make them more likely to work with a liaison: 37% want a better understanding of their practice goals, 30% want proof of impact on referral growth, 14% value more involvement in patient education and outreach, and 9% want clear ROI or performance metrics. Less than 10% of respondents say they are unlikely to work with a liaison regardless.
How to leverage a physician liaison for practice growth
A skilled physician liaison can be a catalyst for measurable growth, combining targeted relationship‑building with operational efficiency to deliver a steady flow of high‑quality referrals.
One of their fastest wins is streamlining the referral process. By eliminating incomplete forms, unclear intake steps, and slow office‑to‑office communication, they make it easy for referring providers to send patients your way and ensure those patients are scheduled promptly. This efficiency improves the patient experience and builds trust with referrers.
As a pediatrician in Italy put it, “Recognized skills are associated with patient referrals in a fairly natural way; the important thing is that a climate of trust is created between professionals…so as to make appropriate referrals that orient the patient and limit his wandering.”
Liaisons also act as your eyes and ears in the market, gathering intelligence on referral patterns, emerging service needs, and competitor activity. For physicians looking to stay informed and connected, websites like PubMed offer quick access to medical information. These insights uncover opportunities—such as clinics seeking overflow support or hospitals needing faster consult turnaround—that might otherwise go unnoticed.
They don’t just maintain relationships; they expand them. From forging partnerships with complementary specialties to coordinating joint education events, liaisons open doors that strengthen your network and position your practice as a go‑to resource.
A radiation oncologist on Sermo explains, “Medical Science Liaisons are strategic partners who help build strong scientific relationships,providing evidence and support that can enhance credibility and referrals in private medical practice.”
Poll results show where physicians see the greatest potential: 34% want a liaison to increase patient referrals, 31% to build stronger referral relationships, 19% to promote new services, 9% to enhance community visibility, and 7 percent to streamline provider‑to‑provider communication.
What a physician liaison could do for you
A physician liaison takes on a critical business function that frees you to focus on what you do best: delivering exceptional patient care. By managing the complex web of referral relationships, they remove the administrative weight of outreach, follow‑up, and troubleshooting with other offices.
They act as a single, reliable point of contact for referring providers, ensuring questions are answered quickly, information flows smoothly, and patients move through the system without unnecessary delays. This proactive coordination not only strengthens professional relationships but also reduces the stress and inefficiency that can come from managing referrals in‑house.
With a liaison in place, you gain a partner who anticipates communication gaps, resolves issues before they escalate, and keeps your practice top‑of‑mind with the right referral sources. Complementing this outreach, doctors can digitally boost their online presence while the physician liaison connects face-to-face.
Look for candidates who combine healthcare experience with strong relationship‑building skills. Seek out professionals who understand clinical workflows, can communicate persuasively with a range of personalities, and are comfortable using data to guide strategy. References from referring physicians or administrative staff can be invaluable in confirming a candidate’s track record.
Key takeaways
- Strategic partners, not just salespeople: a physician liaison is a strategic intermediary who represents a practice to other healthcare professionals, focusing on long‑term relationship building rather than transactional outreach.
- Building a referral ecosystem: their primary role is to strengthen relationships with referring physicians to ensure a steady, high‑quality flow of referrals.
- Trust and communication: the most successful relationships with liaisons are built on mutual trust, transparency, and clear, consistent communication.
- Overcoming obstacles: a good liaison can help a practice address key challenges—from improving communication with other offices to streamlining referral processes—before they impact patient care or growth.
Putting the power of partnerships to work
A physician liaison’s value lies in their ability to turn strategy into sustained results. They actively shape your practice’s position in the healthcare community, ensuring referral relationships are nurtured, communication stays sharp, and opportunities are claimed before competitors even see them coming.
“Working with a physician liaison can significantly enhance referral networks and patient volume, yet many doctors remain unaware of their strategic value in practice growth.” writes a radiation oncology physician on Sermo.
The Sermo community is where physicians are already trading strategies, sharing lessons, and building the kind of networks that fuel long‑term success. Learn from your peers who have experience working with liaisons, ask questions, and get real-world answers from doctors like you.
