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Related Experiment Videos

Using internal communication as a marketing strategy: gaining physician commitment.

R P Heine1

  • 1School of Business Administration, Stetson University.

Journal of Ambulatory Care Marketing
|December 10, 1989
PubMed
Summary
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Effective marketing in ambulatory care relies on monitoring physician communication. Improving daily interactions with healthcare staff boosts physician commitment and referrals, enhancing practice success.

Area of Science:

  • Healthcare Management
  • Medical Marketing
  • Communication Studies

Background:

  • The ambulatory care sector faces intense competition and rising promotional expenses.
  • Developing innovative marketing strategies is crucial for practice growth.
  • Physician communication is an underutilized yet vital aspect of marketing.

Purpose of the Study:

  • To highlight the importance of monitoring physician-staff communication in ambulatory care.
  • To provide a framework for assessing and enhancing communication quality.
  • To demonstrate how improved communication can increase physician commitment and referrals.

Main Methods:

  • The article proposes a systematic approach to monitoring daily communications.
  • It outlines steps for evaluating the quality of information conveyed to physicians.

Related Experiment Videos

  • Strategies for implementing communication improvements are detailed.

    • Main Results:

    • Enhanced communication directly correlates with increased physician satisfaction.
    • Improved communication fosters greater loyalty and commitment from physicians.
    • Higher physician commitment leads to a rise in patient referrals.

    Conclusions:

    • Prioritizing and optimizing physician communication is a key marketing strategy for ambulatory care.
    • Investing in better communication channels yields significant returns in physician relations and practice volume.
    • Continuous monitoring and improvement of communication are essential for sustained success.