Surgery Partners is hiring a growth-operations leader to run Salesforce and Trilliant and a business development team measured on physician volume. But the two physician forms on its own Physicians page are stand-alone pop-ups (one for ownership, one for opportunities) that collect a name, contact details and an NPI, with no specialty, market or "where do you operate today" question, and the partnerships page offers only an email address. The warmest physician leads the company gets start outside the system the new team will manage.
First action
Count last quarter's submissions from both pop-ups and how long each waited for a reply.
How to measure it
Inquiries worked in Salesforce within 1 business day
- Now
- –
- Target
- 90%
- By
- 60 days
Steps
Measure today
Submissions per month from each form and time to first contact.
Senior Director, Business Growth Operations 2 days
Map the fields
Form fields to Salesforce lead fields, plus market and audience.
Salesforce Administrator 2 days
Add NPI lookup
Specialty and practice address from the public NPI registry.
Salesforce Administrator 1 week
Set routing
Assign by state and specialty to the market BD owner.
Senior Director, Business Growth Operations 2 days
Add two questions
Where they operate today; which model interests them.
Marketing Director 1 day
Replace the email
Routed form on the partnerships page.
Digital Marketing Manager 2 days
Report weekly
Inquiries, response time and meetings by market.
Senior Director, Business Growth Operations weekly
Why it works
Connect both pop-up forms (or replace them) so each submission creates a Salesforce lead, looks up specialty and practice address from the NPI the physician already enters, and assigns it to the market business development owner with a one-business-day follow-up task. Add two optional questions: where they operate today and which partnership model interests them. Replace the partnerships email with the same routed form, tagged by audience (practice, ASC, hospital, health system).
Physicians who raise their hand are the cheapest growth Surgery Partners can get, and speed and context decide whether the conversation happens. Routing also gives the growth team a measured inbound pipeline to report on.
Ready to use
ChecklistPhysician inquiry routing checklist
[ ] Both pop-ups create Salesforce leads [ ] NPI lookup fills specialty and practice address [ ] Market and audience assigned automatically [ ] One-business-day follow-up task [ ] Partnerships email replaced by routed form [ ] Weekly report by market
Risks and how to handle them
Privacy of physician data
Keep the forms on the existing consent wording and review with compliance.
Too many low-fit leads
Score by specialty and distance to a facility before routing.
Evidence
- Your websitePhysicians page: "+5,000 Affiliated Physicians", "+300 Locations", "+670k Procedures Annually", "+1,500 Physician Equity Partners"; partnership models are joint ventures, employment and practice affiliations. Its two buttons open pop-up forms titled "Physician Syndication - Contact Us" (name, email, phone, NPI, facility of interest) and "Physician Opportunities - Contact Us" (name, email, phone, zip code, NPI, preferences, free text); "View all open physician opportunities" goes to a separate UltiPro job board.Source
- HiringSenior Director, Business Growth Operations (Brentwood, TN, posted October 20, 2026): leads "enterprise growth operations", advises executives on "business development opportunities, pipeline health, and operational effectiveness", and will "Oversee optimization and strategic utilization of Salesforce, Trilliant, and other growth-related technologies", working across "Business Development, Operations, Finance, Recruiting, Marketing, and Analytics teams".Source
- HiringAssociate Director of Business Development, New York (posted October 9, 2026): grow procedure volume "among existing physician partners, particularly physicians who utilize competing facilities"; "Prioritize 'splitter' physicians based on potential volume and opportunity"; identify new physician, group and referral opportunities, acquisitions and de novo sites; "Maintain accurate physician and opportunity information in the CRM" (Salesforce preferred).Source
- Your websitePartnerships page: "over 100 employed, 1,000 partnered and 5,000 affiliated physicians" and "consistently high physician retention rate"; sections for physician practices, ASCs, surgical hospitals and healthcare systems, two physician quotes, and a single development email address as the only contact.Source