GI Associates
Referring Physician Campaign

 

Issue: GI Associates in Southeast Wisconsin wanted to better understand the perceptions, needs and patterns of area referring physicians so it could adopt strategies to respond to them, ultimately increasing referrals.

 

Strategy: Conduct research to learn about referring physicians and create a marketing plan to strategically target messages and mediums. Other goals are to identify potential customer service issues and to better understand motivators for the practice’s referral base.

 

Results: More than 20 referring physicians were surveyed, and findings enabled GI Associates to better understand current behaviors and develop/refine strategies to enhance referral relationships. These insights were the basis of the group’s new referral physician marketing plan.