Balancing Consumer and Physician Influence: Finding the "Sweet Spot" in Healthcare Marketing

Balancing Consumer and Physician Influence: Finding the "Sweet Spot" in Healthcare Marketing

This paper is authored by Al Swinney, senior vice president of marketing communications for Meridian Health. The paper explores the history of marketing to consumers, the relationship between physicians and hospitals, the physician as the patient influencer, and physician-to-physician marketing programs. Swinney explains how physician-to-physician marketing programs work and the immediate impact they can have on hospital volume.