Recently, the physician marketing task force at State University Medical Center developed a physician referral directory and

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Recently, the physician marketing task force at State University Medical Center developed a physician referral directory and advertisement. The target was pri- mary care physicians in the region who could refer patients to State University for tertiary care. A cardiologist who was an undergraduate English major chaired the committee and drafted the materials. Three months after distribution of the advertisement and directory, responses. were disappointing. Explain how this pro- cess could have been improved to increase likely response.

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