Marketing MDs: THE SURPRISING SECRET BEHIND DOCTOR REFERRALS

摘要

A growing industry is making waves in the medical world: marketing pros dedicated to drumming up referrals. But while some doctors are happy for the help, who's prioritizing the patients? IT'S EARLY TUESDAY MORNING and Ashleigh McKenzie is behind the wheel of her Toyota Sequoia, iPhone in hand, squinting as she navigates the rural back roads of southwestern Alabama. The petite, energetic blonde has a full day of doctor visits ahead - and the first one, she says, is "kind of out in the boonies." When she finally locates the modest one-story building (tucked off the main road, a few long blocks from both the Baptist church and the tanning salon), McKenzie catches a lucky break: The waiting room's almost empty. So after greeting the front-desk staff with a cheery "Hey, y'all!" and inquiring whether the doctor has a few minutes, she's ushered straight to a sunny private office.