The referring physician and the teaching center

An adequate patient base is critical to the survival of tertiary care institutions. Since referring physicians send a significant portion of their patients to the teaching center, effective communication with them is vital. A survey of the physicians who refer patients to The University of Virginia Medical Center revealed certain hospital services that needed improvement. Their responses also led researchers to recognize graduate and continuing medical education programs as valuable marketing vehicles that can support the academic medical center. As a result of the survey project, The University of Virginia Medical Center was able to strengthen the contacts with practicing physicians and increase the visibility of the Center's medical expertise and special technology. Drawing on the marketing concept of the derived demand, the referring physician's connection to the tertiary care hospital becomes clear. As he searches for the best health care for his patient, he also helps to maintain an adequate patient base for the tertiary hospital. Responding to the referring physician's opinions and needs is a viable approach to increasing referrals to the tertiary care center.