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Related Experiment Videos

A marketing-oriented perspective on physician selection.

Scott W Kelley1, Richard W Schwartz

  • 1Gatton College of Business and Economics, University of Kentucky, Lexington, KY 40506, USA. skelley@uky.edu

Surgical Innovation
|January 21, 2006
PubMed
Summary
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Choosing a doctor is hard for patients who often use limited, indirect information. Patients prioritize reputation and personal sources, but excellent technical and interpersonal care are crucial for healthcare providers to succeed.

Area of Science:

  • Healthcare Management
  • Patient Behavior Studies
  • Medical Marketing

Background:

  • Physician selection is a complex patient decision, frequently based on incomplete or indirectly acquired information.
  • Patients heavily rely on personal networks and the perceived reputation of healthcare providers and organizations.
  • Stringent patient expectations exist for both the technical quality and the interpersonal/process aspects of healthcare delivery.

Purpose of the Study:

  • To analyze the challenges patients face during the physician selection process.
  • To offer marketing-driven strategies for healthcare providers to improve patient acquisition and retention.
  • To understand the key factors influencing patient choices in healthcare provider selection.

Main Methods:

  • Literature review of patient decision-making in healthcare.

Related Experiment Videos

  • Analysis of information sources utilized by patients for physician selection.
  • Examination of patient expectations regarding technical and functional healthcare attributes.

    • Main Results:

    • Patients depend on personal recommendations and provider reputation over direct experience.
    • Meeting high technical standards is essential, but functional aspects (interpersonal, process) significantly shape patient perception.
    • Limited information availability complicates the physician selection process for patients.

    Conclusions:

    • Healthcare providers must address patient challenges in physician selection through strategic marketing.
    • Balancing technical expertise with superior interpersonal and process-oriented care is vital for long-term success.
    • Understanding and meeting patient expectations for both quality and experience is key in the healthcare market.