Physician choice criteria: factors influencing patient selection of generalists versus specialists.
This paper presents the results of an exploratory study designed to (1) ascertain the primary sources of information patients use when selecting physicians and (2) identify differences in patient selection factor importance by type of physician under consideration (specialists versus generalists). The results support previous research which finds word-of-mouth and physician referrals the primary sources of information. Selection factors considered important when selecting a generalist were significantly different from factors considered important when selecting a specialist. Implications of the study's findings for effective physician marketing and future research are discussed.
Hanna
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Department of Marketing, Northern Illinois University, DeKalb 60115.
Schoenbachler
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Gordon
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GL
D000328:Adult; D002755:Choice Behavior; D017048:Health Care Costs; D006801:Humans; D008389:Marketing of Health Services; D008511:Medicine / Q000592:standards*; D010342:Patient Acceptance of Health Care / Q000706:statistics & numerical data*; D010817:Physician-Patient Relations; D010821:Physicians, Family / Q000592:standards*; D011787:Quality of Health Care; D012017:Referral and Consultation; D013038:Specialization; D011795:Surveys and Questionnaires; D014481:United States