This is an excerpt from a member-only article. To read the article in its entirety, please login or subscribe.

Editor's note: The following is an excerpt from the new white paper Strengthen Physician Relationships from CPM Marketing Group. Physician marketing can be as important as consumer campaigns. For example, the physician regularly participates in decisions such as where patients go for outpatient procedures, where patients are admitted for inpatient care, and which specialists patients choose. Understanding how physicians are making these decisions not only provides the direction for strategy but also develops the benchmark metric for measuring success. Increasing utilization for your physicians as well as growing the number of referring physicians and the volume of referrals from top physicians, for all services, can affect your bottom line.