-A specialty group analyzed the physicians who referred into the practice. 20% o

Question

-A specialty group analyzed the physicians who referred into the practice. 20% of the physicans referred 65% of all referrals. These doctors sent them all of their referrals for gastroenterology. 40% of the doctors on their referral list referred 35%, but they also sent to other GI groups. And 40% of the physicians in the area did not refer anything. What is the marketing strategy objective for the second group of doctors?

A.) Wait until they are unhappy with the other GI group to whom they are referring

B.) Maintain their loyalty

C.) Get them to increase their referrals

D.) Have them talk to the heavy users

Explanation / Answer

C) Get them to increase their referrals.

The second group consists of 40% of the doctors, but they account for only 35% of the referrals. However, they are not closed to referrals like the 3rd group. So, the marketing strategy objective would be to increase their referrals to get them closer to the first group.

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