Sources of referral information: a marketing analysis of physician behavior
T L Powers1, J E Swan, J A Taylor
1School of Business, University of Alabama at Birmingham, USA.
Health Care Management Review
|August 14, 1998
Abstract:
The referral process is an important means of obtaining patients and it is necessary to determine ways of influencing the referral process to increase the patient base. This article reports research based on a survey of the referral habits of 806 primary care physicians. The results are examined in the context of physician receptivity to marketer-controlled versus health services sources of referral information.
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