Hospitals must look to physicians as the main targets of marketing efforts, since physicians are the first to see the patients and recommend a hospital to them. Hospitals must first determine what physicians specialties they want to attract to meet community needs. They must find out how physicians feel about the hospital, educate them to what the hospital has to offer, and set out to meet their needs. This can be done by helping new physicians set up practices, offering marketing seminars and advice, and providing physician referral programs. The nursing service should be geared toward improved relations with physicians. Hospitals should involve physicians more in planning and management, perhaps through joint ventures, which give physicians a financial stake in the hospital and prevent physician-hospital competition. Hospitals must rely more and more on physicians to maintain a competitive edge, and marketing to physicians is the most effective tool.
医院必须将医生视为营销努力的主要目标，因为医生是最先接触患者并向他们推荐医院的人。医院必须首先确定想要吸引哪些医生专业领域以满足社区需求。他们必须了解医生对医院的看法，向他们介绍医院能提供的服务，并着手满足他们的需求。这可以通过帮助新医生开业、举办营销研讨会和提供建议以及实施医生推荐计划来实现。护理服务应致力于改善与医生的关系。医院应让医生更多地参与规划和管理，或许可以通过合资企业的方式，这能让医生在医院拥有经济利益并避免医生与医院之间的竞争。医院必须越来越依赖医生来保持竞争优势，而向医生进行营销是最有效的工具。
