Gombeski W R, Carroll P A, Lester J A
Cleveland Clinic Foundation, OH.
J Health Care Mark. 1990 Dec;10(4):56-60.
As marketing budgets for physician liaison departments increase, health care marketers are being held more accountable for their efforts by managers. Market researchers at The Cleveland Clinic Foundation (CCF) have developed a health care organizational information dissemination model that provides an understanding of how referring physicians choose a referral center for their patients. Interviews with 89 new referring physicians show patient influence and interpersonal media to be the two most influential channels of information. Financial analysis of referrals shows that a true physician referral generates significantly more revenue than a patient-influenced referral. CCF managers and marketers have used the data to understand better the effectiveness of their current programs targeted at physicians.
随着医师联络部门营销预算的增加，医疗保健营销人员的工作受到经理们更多的问责。克利夫兰诊所基金会（CCF）的市场研究人员开发了一种医疗保健组织信息传播模型，该模型有助于理解转诊医生如何为其患者选择转诊中心。对89位新转诊医生的访谈表明，患者影响和人际传播媒介是两个最具影响力的信息渠道。对转诊的财务分析表明，真正由医生转诊带来的收入显著高于受患者影响的转诊。CCF的经理和营销人员利用这些数据更好地了解了他们当前针对医生的项目的有效性。
