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Informational influences on physician referrals.
1College of Business, Arizona State University, Tempe 85287.
Journal of Hospital Marketing
|December 10, 1991
Summary
Understanding physician referral behavior is key for healthcare marketers. Key influences include program information, patient input, and location, highlighting the need for strong communication networks and feedback.
Area of Science:
- Healthcare Marketing
- Physician Referral Behavior
Background:
- Physician referrals are vital for healthcare organization survival.
- Effective physician referral strategies require understanding influencing factors.
Purpose of the Study:
- To synthesize existing research on physician referrals.
- To assess current influences on physician referral behavior.
Main Methods:
- A survey was distributed to 1,800 physicians across various specialties and practice durations.
- Investigated informational influences impacting referral decisions.
Main Results:
- Program Information, Patient Input, and Location significantly influence physician referrals.
- Physician referral behavior is multifactorial.
Conclusions:
- Healthcare marketers should foster relationships through personal communication.
- Maintaining knowledgeable professionals for information dissemination is crucial.
- Providing prompt feedback to referring physicians is essential for managing referrals.