SITUATION: A major regional hospital is located in a depressed urban community. As a result, referring physicians are sometimes reluctant to refer their patients to this institution for treatment. Yet the hospital has world-class physicians and a national reputation for excellence.
SOLUTION: We developed a slick, highly professional newsletter to promote the hospital’s image as an outstanding tertiary care institution. This newsletter is currently mailed to physicians and other medical professionals on a quarterly basis. It contains articles emphasizing the hospital’s exceptional diagnostic, treatment, and research capabilities, as well as its outstanding staff. Research shows that the newsletter is widely read by referring physicians and is leading to increased referrals.
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