A specialty group analyzed the physicians who referred into the practice. Twenty percent of the physicians referred 65% of all referrals. These doctors sent them all of their referrals for gastroenterology. Forty percent of the doctors on their referral list referred 35%, but they also sent patients to other gastroenterology groups. Forty percent of the physicians in the area did not refer any patients to the practice. What should the marketing strategy objective be for the second group of doctors?
A) Get them to increase their referrals.
B) Maintain their loyalty.
C) Have them talk to the heavy users.
D) Wait until they are unhappy with the other gastroenterology group to whom they are referring.

Question

Quizplus · Accepted Answer

The objective should be to get the second group of doctors to increase their referrals, as they already refer some patients but also send patients to other groups. Increasing their referrals could capture more of their patient base.

A Specialty Group Analyzed the Physicians Who Referred into the Practice