Abstract
This paper examines the challenge that independent physicians and small group practices face in today’s competitive health care environment. The perspective is that of enhancing the marketing effectiveness of the medical practice. It is argued that practice activities and resources will need to be refocused to improve the practice’s ability to consistently protect and enhance the quality of the patient’s experience at each service encounter opportunity. Doing so results in repeat visits and positive patient referrals and, in the case of specialty practices dependent on referrals from primary care physicians, it also provides positive reinforcement to referring physicians.
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Hensel, J.S., Baumgarten, S.A., Solomon, P.J. (2015). Physician, Heal Thyself: Suggestions for Medical Service Quality Improvement. In: Hawes, J. (eds) Proceedings of the 1989 Academy of Marketing Science (AMS) Annual Conference. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-17055-8_103
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DOI: https://doi.org/10.1007/978-3-319-17055-8_103
Publisher Name: Springer, Cham
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