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Influencing decision-making of referring physicians
W R Gombeski1, P A Carroll, J A Lester
1Cleveland Clinic Foundation, OH.
Journal of Health Care Marketing
|November 5, 1990
Summary
Health care marketers can improve physician referrals by understanding physician decision-making. Patient influence and interpersonal communication are key referral drivers, with direct physician referrals yielding higher revenue.
Area of Science:
- Health Care Marketing
- Physician Relations
- Organizational Communication
Background:
- Increasing marketing budgets necessitate greater accountability for health care marketers.
- Understanding physician referral patterns is crucial for referral center success.
Purpose of the Study:
- To develop a model for health care organizational information dissemination.
- To identify key factors influencing referring physicians' choice of referral centers.
Main Methods:
- Interviews with 89 new referring physicians.
- Financial analysis of referral sources.
- Development of an information dissemination model.
Main Results:
- Patient influence and interpersonal media are the most significant information channels for physician referrals.
- Direct physician referrals generate substantially more revenue than patient-influenced referrals.
Conclusions:
- Data informs CCF managers and marketers on the effectiveness of physician-targeted programs.
- Understanding referral drivers allows for optimized marketing strategies and resource allocation.