Examination of Referral Physician Attitudes Toward Brooke Army Medical Center as a Tertiary Care Medical Center.

摘要

This section of the study will focus on some possible marketing strategies which Brooke Army Medical Center could employ to develop and manage a successful physician referral program. Recommended marketing techniques attempt to address those factors specifically identified by the referral physicians in this study as weaknesses in the current referral relationship and are directed toward two major goals: (1) improving the relationship between BAMC and the practitioners at the three Army community hospitals within its Health Service Region and (2) increasing patient and family satisfaction with the referral process. In order to ensure the acceptance of these strategies by the BAMC command and physician staff, it was felt that they had to meet two important prerequisites. First, each strategy must be consistent with the mission and the strategic goals of the hospital. Second, the adoption of these strategies must fit within the limits of the hospital's staffing and financial resources. With these prerequisites in mind, each goal is supported by a number of recommended strategies which are suggested for consideration. (sdw)