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A successful physician marketing program.

M Nicholson, A Heagney, B Lucas

    Health Care Strategic Management
    |January 11, 1984
    PubMed
    Summary
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    Cardinal Glennon Memorial Hospital for Children implemented a successful physician marketing program targeting both internal and external doctors. This initiative led to significant benefits, including increased hospital utilization.

    Area of Science:

    • Healthcare Administration
    • Medical Marketing
    • Pediatric Healthcare Services

    Background:

    • Physician marketing is crucial for hospital growth and patient access.
    • Effective strategies are needed to engage both internal and external medical professionals.

    Purpose of the Study:

    • To detail the physician marketing program at Cardinal Glennon Memorial Hospital for Children.
    • To illustrate the benefits of targeted physician outreach, including increased utilization.

    Main Methods:

    • Implementation of two distinct physician marketing programs.
    • One program focused on private physicians on staff.
    • The second program targeted referring physicians outside the immediate St. Louis area.

    Main Results:

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    • The hospital experienced a successful and active physician marketing program.
    • Demonstrated benefits included increased hospital utilization.
    • Specific marketing techniques employed were detailed.

    Conclusions:

    • Targeted physician marketing programs can yield significant benefits for children's hospitals.
    • Strategic outreach to both affiliated and external physicians enhances service utilization.
    • The Cardinal Glennon model provides a framework for similar healthcare institutions.