Pizza night in my house can get pretty competitive. Everyone hovers around the table, ready to dive in for a slice, wanting to grab their share before anyone else gets it. In some ways, this reminds me of how healthcare organizations today compete for the limited attention of physicians in order to build and strengthen relationships, increase referrals, and ultimately grow their systems.
But just as there are different pizza toppings for different tastes, not all physicians will have the same needs. For health systems then, the need to tailor their messages to specific physicians is key, especially when trying to engage the physicians with the greatest potential to bring in more business. One way to start tailoring your communications is by segmenting your physician database.