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What is the Most Effective Way to Market a New Pulmonary Hypertension Center?

Tonya Zeiger


Robert Safford

Charles Burger


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Conference: 2008 International PHA Conference and Scientific Sessions

Release Date: 06.20.2008

Presentation Type: Abstracts

Zeiger T.K., Safford R.E., Burger C.D.

Mayo Clinic Jacksonville, FL, USA

BACKGROUND: Mayo Clinic Jacksonville (MCJ) recently established a pulmonary hypertension (PH) clinic.  We postulated that most patients would learn of the PH clinic through the Pulmonary Hypertension Association (PHA).

METHODSWe performed a survey of 54 consecutive new patients to the MCJ PH clinic. While it was a relatively small sample size, the demographic closely mimicked our 500 + person database. 69% of those queried were females with a mean age of 63 (SD 16). Questions focused on the method by which they learned of our PH clinic. Choices included word of mouth, physician referral and internet with an option to check PHA (Figure 1).

RESULTS31 of 54 patients (57%) learned of the MCJ PH clinic via a single method of physician referral. 20 of 54 patients (37%) used multiple means, usually involving the internet. Only two patients (who in addition, were physician referred, used the PHA website). Out of all patients surveyed, 46 of 54 (85%) had physician involvement in the referral process (Table 1).

COMMENTS AND CONCLUSIONS: Physician referral networking may be the most important methodology in advertising the opening of a new Pulmonary Hypertension center.

Figure 1:

What is the Most Effective Way to Market a New Pulmonary Hypertension Center?

Table 1

Single Method

#

%

 

 

 

Word of mouth

1

2%

Physician *

31

57%

Internet

2

4%

 

 

 

Combination Methods

 

 

 

 

 

Word of mouth + Physician *

1

2%

Word of mouth + Internet

5

9%

Physician + Internet *

10

19%

All 3 *

4

7%

 

 

 

Total

54

100%

Physician referral

percentage *

46

85%