Rubright R
Health Prog. 1987 Sep;68(7):69-72.
Many hospital administrators are shifting their marketing focus from consumers and referral agents to the hospital's attending physicians. These new comprehensive physician relations or retention programs are much broader than those implemented in the past and are used to build mutual exchanges between hospitals and physicians, sharpen the physicians' awareness of the hospital's most appealing attributes, compete with nearby hospitals that develop their own aggressive physician relations programs, and ensure a more promising financial picture for both parties. "Cutting-edge" physician relations plans in Catholic hospitals include the following: Marketing plans for the medical staff alone or with key medical staff sections; A strong physician data base; A physician referral system; A director of medical affairs; Practice enhancement and business assistance services; A young physicians section; Continuing marketing auditing and research into physicians' opinions, attitudes, and behavior patterns; Physician inclusion in all major programs, services, policies, and events; Programs for physician office staff; Marketing committees consisting of physicians.
许多医院管理人员正将其营销重点从消费者和转诊代理转向医院的主治医生。这些新的全面的医生关系或留用计划比过去实施的计划要广泛得多，用于建立医院与医生之间的相互交流，强化医生对医院最具吸引力特质的认识，与那些开展自身积极的医生关系计划的附近医院竞争，并确保双方都有更可观的财务状况。天主教医院中“前沿”的医生关系计划包括以下内容：仅针对医务人员或与关键医务人员部门制定的营销计划；强大的医生数据库；医生转诊系统；医务主任；业务提升和商业援助服务；年轻医生部门；持续的营销审计以及对医生意见、态度和行为模式的研究；让医生参与所有主要项目、服务、政策和活动；针对医生办公室工作人员的计划；由医生组成的营销委员会。
