Hospital marketers have used physician referral to build awareness of their practices, facilitate new appointments, and increase in-network transfers of care for years.
In 2014, referral will remain an important marketing tool for hospitals. However, the industry wide shift towards population health management has shoved physician referral right in the middle of new healthcare delivery models (e.g. ACO and PCMH).
As hospitals adapt to this healthcare shift, they must be prepared to transition this service beyond the marketing silo and implement it across all their health management programs.
The only trick is knowing how.