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The quest for a magical approach to physician relations: Overcome the four major barriers to a successful sales program

What makes some physician-relations programs so successful, whereas others seem to hit every bump in the road and constantly struggle? Unfortunately, there is no magic solution. A successful program comes from a combination of strategic focus, effort, ability to deliver, and measurement of impact. Further, because no two medical staffs are alike, there is no perfect physician-relations model. Programs often struggle when one hospital borrows a concept from another hospital and fails to tailor it to its own facility. It's sort of like trying to run a marathon in borrowed sneakers-even if they are nice shoes and the owner won a race in them, they won't necessarily produce the same results for you.

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