A B2B Marketing Approach to Increasing Physician Referrals and Growing Patient Volume

December 14, 2023

The population of the Phoenix metro area is booming. During the past decade (2012-2022), the region gained 800,00 residents to surpass the 5 million mark in population, according to the U.S. Census Bureau.

Loren Farquhar, principal, Farquhar Marketing and Communications

Loren Farquhar, principal, Farquhar Marketing and Communications

This is good news for Phoenix Children’s health system, which is benefiting from an influx of young families moving into the area.

“At a time when many parts of the country are experiencing a decline in births, our market is seeing a sharp increase,” says Shelly Caldrello, director of physician relations at Phoenix Children’s.

To capture a greater share of the burgeoning market, the marketing team launched an ambitious initiative a year ago to increase physician referrals and grow patient volumes for the Center for Fetal and Neonatal Care, one of Phoenix Children’s primary drivers of internal referrals.

“It serves as a major feeder because newborns treated at the center often have additional medical conditions requiring specialized care from other health system services, such as pediatric cardiology, neurology, and orthopedics,” notes Loren Farquhar, a marketing consultant to the team.

In our new article, you’ll gain insights into Phoenix Children’s approach to increasing physician referrals.

Specifically, you’ll learn:

  • Critical elements of the health system’s B2B marketing strategy and why building strong relationships with providers should be the focus of a multiphase marketing initiative
  • How repurposing content helps Phoenix Children’s increase the efficiency and robustness of the different phases of the initiative
  • Performance indicators the team is using to track performance and results
  • Key questions you should ask to figure out whether a health care service is marketing ready.

Read the full article here: Phoenix Children’s Focuses on Increasing Physician Referrals to Grow Patient Volumes for Specialty Care Services

Best regards,
Matt Humphrey