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Related Experiment Videos

How physicians make referrals.

R Javalgi1, W B Joseph, W R Gombeski

  • 1J.J. Nance College of Business Administration, Cleveland State University, OH.

Journal of Health Care Marketing
|February 2, 1994
PubMed
Summary
This summary is machine-generated.

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Physicians significantly influence healthcare service utilization. Understanding physician referral attitudes and segmentation is key for healthcare providers to optimize patient volume and marketing strategies.

Area of Science:

  • Healthcare Management
  • Medical Marketing
  • Health Services Research

Background:

  • Physicians act as crucial gatekeepers in healthcare service procurement.
  • Consulting physicians and tertiary care hospitals rely heavily on physician referrals for patient volume.

Purpose of the Study:

  • To uncover physician attitudes and choice criteria regarding referrals.
  • To segment physicians based on referral attitudes.
  • To analyze differences among segments and discuss marketing implications.

Main Methods:

  • A field survey of over 1,000 physicians was conducted.
  • Physician attitudes and referral choice criteria were analyzed.
  • Physicians were segmented into four distinct groups based on their referral attitudes.

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Main Results:

  • Four distinct physician segments were identified based on referral attitudes.
  • Significant differences in attitudes and behaviors were observed among the segments.
  • The study provides insights into the factors influencing physician referral decisions.

Conclusions:

  • Understanding physician referral patterns is vital for healthcare organizations.
  • Segmentation based on referral attitudes can inform targeted marketing strategies.
  • Healthcare providers can leverage these insights to enhance patient volume and service utilization.