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Physician-to-Physician Marketing: The Quickest Channel to Volume Growth
Session Number F18 Session Level I-A Download Executive Summary Outline Alvis Swinney Since the emergence of hospital marketing in the early ’80s, the consumer has been the overwhelming focus of marketing, as reflected by the percentage of budgets allocated to consumer strategies. At the same time, industry research indicates that physician influence is the primary driver of hospital selection (as high as 80 percent). This suggests the need to rebalance marketing activities to reflect a greater emphasis on physician channel marketing. Move beyond referral development and explore physicians as a distribution network, as well as physician-to-physician marketing strategies and tools that can yield an immediate impact on patient volume and mix.
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