Beyond Physician Satisfaction: Using Marketing Research to Drive Physician Outreach Strategies

Overview:

Increasingly, hospitals are realizing the importance of marketing to physicians as a necessary means for growing market share. To be effective, hospitals need to know more than how satisfied physicians are, they must understand the drivers of referral behavior. This webinar presents a case study of research conducted for Le Bonheur Children’s Medical Center in Memphis, Tennessee and how the findings were used to increase referrals to the hospital. The program addresses:

1. What factors are important to physicians in deciding where to refer their patients.
2. The marketing research strategies that enabled the hospital to understand when and why physicians referred patients to their hospitals and to competitors.
3. How the hospital used the research findings to develop and implement a highly successful marketing strategy for referring physicians.

Objectives:

This webinar will provide hospitals with information on using marketing research to understand the key drivers of physician referrals, and how to use the findings to develop effective strategies for increasing referrals. Participants will learn:

• Types of marketing research strategies that are most useful in directing the development of physician relationships.
• How marketing research can help participants understand why physicians send patients to their hospital, and why they use competitors.
• How to translate the results of marketing research into operational and marketing strategies that more effectively engage physicians.
• How to measure the impact of research-based strategies.
  

Registration Fee:

$175 per site for MHA members
$275 per site for non-members
The registration deadline is October 9, 2009. Advance registration is required to ensure the delivery of instructional materials.