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Referral physician marketing.

A Lewis1

  • 1Peer Review Analysis, Boston.

Journal of Health Care Marketing
|December 4, 1993
PubMed
Summary

Effective physician marketing strategies focus on referring physician needs to influence referrals. Specialists can gain referrals from non-referring physicians by demonstrating communication quality in a non-sales approach.

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Area of Science:

  • Healthcare Marketing
  • Physician Referral Strategies
  • Medical Practice Management

Background:

  • Marketing specialist services to physicians can significantly impact referral patterns.
  • Understanding referring physicians' needs is crucial for effective marketing.
  • Referrals can be generated from physicians who do not currently refer.

Purpose of the Study:

  • To explore effective strategies for marketing specialist services to physicians.
  • To identify methods for generating referrals from both referring and non-referring physicians.
  • To analyze the cost-effectiveness of a specific referral-generation strategy.

Main Methods:

  • The study examines marketing approaches tailored to physician needs.
  • It proposes a strategy of treating non-referring physicians as referrers to demonstrate service quality.
  • A case study of United Weight Control includes before-and-after cost-effectiveness analysis.

Main Results:

  • Marketing strategies that consider physician needs are highly effective.
  • A non-aggressive approach demonstrating communication quality can generate referrals from non-referring physicians.
  • The United Weight Control case study provides data on the strategy's impact.

Conclusions:

  • Specialist marketing to physicians requires a needs-based approach.
  • Demonstrating communication quality is key to engaging non-referring physicians.
  • Referral-generation strategies can be cost-effective when implemented correctly.

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