Using internal communication as a marketing strategy: gaining physician commitment.


Journal Article

In the ambulatory care industry, increased competition and promotional costs are pressuring managers to design more creative and effective marketing strategies. One largely overlooked strategy is careful monitoring of the daily communication between physicians and ambulatory care staff providing physician services. Satisfying physician communication needs is the key to increasing physician commitment and referrals. This article outlines the steps necessary to first monitor, then improve the quality of all communication provided to physicians by ambulatory care personnel.

Full Text

Cited Authors

  • Heine, RP

Published Date

  • January 1990

Published In

Volume / Issue

  • 4 / 1

Start / End Page

  • 117 - 129

PubMed ID

  • 10110694

Pubmed Central ID

  • 10110694

International Standard Serial Number (ISSN)

  • 0886-9723


  • eng