The purpose of this exploratory research was to gain insight into the attitudes and beliefs held by pediatricians regarding the client’s outpatient rehabilitation services. The client’s management team believed that patient referrals were declining at a rate greater than what would be expected, given the normal aging of the population in the region. The management team approved a marketing research study to gain a better understanding of the market dynamics. The study consisted of sending a 19-question questionnaire to the physicians who had previously referred patients to the client. The responses were collected, and a report analyzing the results and providing recommendations was prepared for the client. Recommendations included implementing an enhanced database; increasing awareness of the client among the referring physicians through various promotional activities; and enhancing the web site.
- Recommendations based on the study results included implementing an enhanced customer relationship management application to help track and manage relationships with referring physicians
- Increasing awareness of the client among the referring physicians through various promotional activities, including continuing professional educations activities and seminars
- Enhancing the web site to serve as a communications tool and source of information