Building relationships with physicians. Internal marketing efforts help strengthen organizational bonds at a rural health care clinic.
Physician turnover is costly for health care organizations, especially for rural organizations. One approach management can take to reduce turnover is to promote physician loyalty by treating them as an important customer segment. The authors develop an information--oriented framework for generating physician loyalty and illustrate how this framework has helped to eliminate physician turnover at a rural health care clinic. Rural health care organizations must develop a more internal marketing orientation in their approach to establishing strong relationship bonds with physicians.
Peltier
J W
JW
College of Business and Economics, University of Wisconsin-Whitewater, USA.
Boyt
T
T
Westfall
J E
JE
D003151:Community Health Centers / Q000458:organization & administration*; D003258:Consumer Behavior; D017144:Focus Groups; D006801:Humans; D007400:Interprofessional Relations; D007407:Interviews as Topic; D007588:Job Satisfaction; D008389:Marketing of Health Services / Q000379:methods*; D010558:Personnel Loyalty; D010820:Physicians / Q000523:psychology*; D010934:Planning Techniques; D011209:Power, Psychological; D019035:Rural Health Services / Q000458:organization & administration*; D014481:United States; D000078329:Workforce