Recently the physician marketing task force at State Univers

Recently, the physician marketing task force at State University Medical Center developed a physician referral directory and advertisement. The target was a primary care physician in the region who could refer patients to State University for tertiary care. A cardiologist who was an undergraduate English major chaired the committee and drafted the materials. Three months after distribution of the advertisement and directory, responses were disappointing. Explain how this could have been improved to increase likely response

Solution

In the given market strategy the advertisement and directory was distributed to the primary care physician, but three months after the distribution, the response was disappointing .To improve and increase the response the primary focus should be on ‘Relationship Building’ means reaching to the doctor whom you know or reach them through any source or referrals, who can listen you and who can serve your need. Once they start listening, you can begin to educate them about your practice and how they can refer patient care they value most to State University for tertiary care. The referral base should be created on the basics of priority, who are really interested to serve you. Once they start with their work of referring the patients, keep them motivating continuously them by admiring their work. This can be done by organizing free formal Lunch/Dinner, and presenting them momentum for their best participation, and valuing their work. This will also encourage other doctors to participate in this marketing program. So, this market strategy can increase the response.