Day Two - Thursday, June 18, 2026*Times and Content Subject to Change
*All times listed in CT
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Today's Healthcare Landscape and the Road Ahead
Willie Underwood III, MD, MSc, MPH, President-elect, American Medical Association
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Plenary Session - Physician Relations 2.0: The New Growth Advantage—AI, the Referral Ecosystem, and the Power of Influence
Susan Boydell, Principal, Barlow/McCarthy
Tricia Anderson, Senior Consultant, Barlow/McCarthy
Physician Relations is undergoing a major shift from visit-driven activity to insight-driven influence. This session examines the three forces shaping the next era: AI-enhanced field work, optimized referral ecosystems, and the growing importance of influence in driving results. Attendees will explore how these elements help teams work smarter, strengthen alignment, and build systems that make referral behavior visible and measurable. Participants will leave with a forward-looking perspective and actionable strategies for leading the Physician Relations 2.0 transformation in their organizations
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Refreshment Break/Visit Our Sponsor Partners
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Focus Sessions
The Many Facets and Faces of the Liaison Role
Sara-Elizabeth Bush, Physician Liaison - Western Kentucky Market, UK Healthcare
Michele Brock, Physician Liaison, UK Healthcare
This session explores building a high-impact liaison team that evolves with healthcare needs. Attendees will learn how new liaisons can break through barriers and build meaningful connections, while mature teams become engines for business development and relationship management. The session highlights strategies to enhance patient care through coordination, actionable data, and strategic relationships, showing how liaison teams can drive organizational impact.
From Underdog to Contender: Building New Market Presence When Bigger Systems Dominate
Mike Becallo, Physician Liaison, Oswego Health
Entering a new market already dominated by larger health systems can feel daunting for any community hospital. This session presents a real-world “New Market Playbook” designed to help smaller organizations compete through data, strategy, and genuine local connection. Attendees will learn practical steps to assess opportunity, build trust with physicians, and create measurable growth in even the most competitive environments. Walk away with proven tactics and the confidence to make your mark where the big players already stand.
Overview of Annual Community Provider Experiences Survey
Matthew Hughes, Director of Physician Relations, Children's Hospital Colorado
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Focus Sessions
Special Events: Building Engagement Through Recognition and Celebration
Chris Foard, MSN, RN, Physician Liaison, Bayhealth Medical Center
This session will demonstrate the impact of well-planned, thematic recognition events that have been successfully held for the past ten years. It highlights the role of senior leadership in strengthening relationships with physicians through purposeful celebration. The presentation also showcases a two-member physician liaison team with 19 years of combined experience, emphasizing a culture of reward, trust, and enjoyment within the medical staff.
The Liaison Launchpad: Competencies, Strategy, and Networking for Accelerated Promotion
Jamie Hamilton, Regional Director of Business Development, Ivy Rehab Network
This session provides physician liaisons with a clear blueprint for transitioning into management and leadership roles. Attendees will learn to identify key strategic competencies, build a personalized multi-year career roadmap, and develop high-value networks with senior administrative and policy decision-makers. By combining strengthened leadership skills with targeted networking, participants will gain the tools needed to accelerate their career trajectory and position themselves for promotion.
Building Your Internal Sales Plan: Strengthening Referral Growth from the Inside Out
Susan Boydell, Principal, Barlow/McCarthy
Tricia Anderson, Senior Consultant, Barlow/McCarthy Physician liaison teams excel at external outreach. Sustainable referral growth requires just as much intentional strategy inside the organization as it does in the field. This session will show you how to build and execute an internal sales plan that deepens credibility with key clinical and operational leaders, expands your clinical understanding, sharpens organizational alignment, and ensures your work is tied directly to system priorities. Participants will learn how to engage internal stakeholders to uncover insights about referral flow, patient pathways, and organizational priorities—gaining the knowledge needed to target high-opportunity areas and align field strategy with what truly drives growth.
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Focus Sessions
What’s Your Story? — Shooting for a “Happily-Ever-After” Ending
Kenton McAllister, Physician Liaison, Shriners Children's
This session reframes daily outreach from transactional work to strategic storytelling, equipping liaisons with the mindset and tools to become the hero in their accounts’ narratives. Attendees will learn how to create stronger, more predictable referral pipelines and develop satisfying, strategic relationships with clinicians.
Resiliency and Reinvention: Redefining the Liaison Role to Maximize Strategic Value
Brian H. Potenski, Trauma & PennSTAR Prehospital Liaison/Coordinator, Penn Medicine Navy Partnership Liaison, Penn Medicine
This presentation explores how physician liaisons can evolve beyond traditional definitions to thrive in unconventional roles and deliver greater strategic value across departments. Through personal stories, practical insights, and real-world challenges, we’ll examine how liaisons can redefine their impact, build resilience, and take actionable steps to rethink their role in today’s dynamic healthcare landscape.
Building From the Ground Up: Crafting the Future of BD Work for Single Specialty Organizations
Bonnie Little-Hildebrandt, Director, Business Development, Wake Radiology, UNC Health Rex
Building or rebuilding a program is never easy. How do you blaze a trail without burning everything in its path? We will discuss building leadership trust and understanding, gain agreement on goals and resources and build a strategic framework for the path ahead.
Service Line Growth Strategies: Innovative Ideas to Grow Key Specialties and Real Success Stories
Alice Hou, Market Outreach Executive Liaison, Stanford Medicine
Lynn Johnson, Market Outreach Executive Liaison, Stanford Medicine
Physician liaisons are tasked with supporting service line growth but are frequently not provided with the specific tools or frameworks to achieve it. This session will equip you with proven strategies, outreach approaches, and practical techniques to meaningfully influence growth.
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Refreshment Break/Visit Our Sponsor Partners
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Focus Sessions
Internal Barriers are Killing Referrals: Learn to Fix Them Even Without Authority
Kelly Montgomery, Provider Relations Project Director, Community Health Systems
Often, referring providers are not moving their business because the competitor down the road is better. Instead, there are likely internal barriers frustrating patients and staff. Attendees will leave this discussion with a better understanding of how to identify these barriers, how to gather evidence, and how to use their influence in a way that drives action to create solutions.
Using Digital Tools to Strengthen the Liaison’s Value Proposition
Lisa Edwards, Manager, Physician Relations, Corewell Health West, Corewell Health
This session demonstrates how physician liaisons can leverage EpicCare Link and digital outreach through PRM platforms to strengthen provider engagement, streamline communication, and improve access to patient information. Attendees will learn practical strategies to integrate these tools into their workflows, measure their impact, and position themselves as indispensable partners in care coordination and referral management.
Stronger Together: Developing Teams for Market Impact
Rebecca Rajnoch, Regional Liaison Manager, Texas Oncology
This presentation explores how marketing and liaison teams can work in harmony to drive meaningful growth and strengthen internal and referral relationships. We will highlight the critical value of alignment between these functions, demonstrating why collaboration is essential for market impact. Attendees will gain insight into proven best practices, including strategies, tools, and workflows that enhance communication and joint planning. Additionally, we will outline initiatives designed to foster team development and engagement—building trust, improving cross-functional skills, and creating a culture of collaboration that empowers both teams to succeed together.
The Liaison Formula: Why Authenticity Beats a Sales Pitch Every Time
Stephanie Biblewski, MBA, Market Manager, Business Development, Cook Children's Health Care System
Sadie Crouch, MA, BSN, RN, Physician Liaison, Cook Children's Health Care System
If you've ever tried to define the PL role, you've realized how ambiguous it can feel. But, that might actually be a gift! There's margin for how you do your job. Sure, you have to know your territory, and you have to know your product. Beyond that? There's room to spice it up. And we think that's the key to loving your job.
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