White Coat Syndrome: Why Marketing Professionals Have It and How to Cure It

  [Healthcare Success Podcast] Hospital marketing professionals are not immune to a form of “white coat syndrome.” It’s the somewhat common phenomenon where patients exhibit elevated blood pressure in a clinical visit—but not in other settings—due to anxiety of being face-to-face with the doctor. Similarly in healthcare marketing, communications professionals can be nervous talking with […]

Are Physician Liaison Programs a No-Win, Zero-Sum Marketing Game?

We’d like to hear from our readers about a quote from a USA Today story. (We suspect that more than a few people will have a reply…perhaps a passionate reply.) The subject matter is physician liaison work and the context is primarily about hospital-physician relations. More broadly however, the subject is physician referral marketing in […]

Where to Find an Army of Reps to Deliver Doctor Referrals

Not so long ago, only a few hospitals and medical practices had some sort of “ambassador” on their staff. But as healthcare marketing and delivery systems have changed in recent years, this occasional and sometimes informal position has evolved significantly. Practices, hospitals and health systems large and small have hired physician liaisons for the primary […]

When Referral Sources Die, Defect, Retire—What Are You Going to Do Now?

Professional referrals—typically from generalist to specialist or to hospital admitting—are the financial lifeblood of many specialty practices, hospitals and other medical and dental providers. However, once rock-solid referral sources have eroded or evaporated with the dynamics that are reshaping healthcare delivery systems. It’s an increasingly urgent problem for hospital and healthcare marketing in general, and […]

Primary Care Physicians and Specialists Referral Gap Means Marketing Problems

The numbers are an eye-opener: Two-thirds of primary care physicians say they regularly send patient referral information to specialists, but only one-third of specialists report receiving it. Clearly there’s a communications disconnect, according to a national study published this month in Archives of Internal Medicine. The study did not directly address the marketing implications of […]

What Groundhog Day and Doctor Referral Marketing Have in Common

[EDITOR’S NOTE: In honor of Groundhog Day, we are re-posting this item from last year just for fun. The advice applies to all referral-reliant provider practices. Enjoy…and hope for an early Spring this year.] It doesn’t seem like 18 19 years since the release of the movie Groundhog Day. There’s an important lesson here for any […]

16 Internet Social Media Gathering Spots for MDs; Listening-posts for Doctor/Physician Marketing

Doctors are talking to doctors—colleague to colleague—just as they always have. But they’re talking online and in a big way. Physician Networking Communities have changed how and where doctors interact, and driven changes in the healthcare and doctor marketing landscape. Virtually all physicians use the Internet for information that’s relevant to their practice. But for […]

“We’re all in the family, so why are we feuding?” Physician Relations Secrets Revealed.

The business of physician relations can be a bit bumpy sometimes, but the marketing and communications folks at St. Anthony’s Medical Center in St. Louis use a systematic approach that’s shaping expectations and smoothing the road between hospital and physicians. Of course, you’ve got to observe all the rules of the road…and “regulatory guidance” means […]


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