Authors: Kalval Kumar Swami Chary, Associate Professor Dr. Sivaji Jinka
Abstract: Referral marketing by doctors plays a significant role in the growth and profitability of diagnostic laboratories. Doctors often recommend specific diagnostic centers to patients based on factors such as service quality, accuracy of test results, reliability, turnaround time, and professional relationships. These referrals directly influence the number of patients visiting a laboratory and, consequently, its revenue. Understanding the impact of doctor referrals helps diagnostic laboratories develop effective marketing strategies while maintaining ethical healthcare practices. This study focuses on the impact of doctor referral marketing on the revenue of Tesla Unipath (Pvt.) Ltd. The primary objective is to examine how referrals from doctors contribute to patient inflow and revenue generation. It also evaluates the factors that influence doctors' referral decisions, the level of satisfaction with the laboratory's services, and the challenges faced in maintaining referral relationships. The study is based on both primary and secondary data. Primary data were collected through structured questionnaires and interviews with doctors and laboratory personnel, while secondary data were obtained from company records, journals, books, and relevant websites. Descriptive statistical tools such as percentages, tables, and charts were used to analyze the collected data. The findings indicate that doctor referrals have a substantial positive impact on the laboratory's revenue by increasing patient volume and strengthening the laboratory's market reputation. The study also reveals that accurate test reports, timely report delivery, advanced diagnostic technology, quality customer service, and strong professional relationships are the key factors influencing doctors' referral decisions. The study concludes that maintaining ethical referral practices, continuously improving service quality, adopting modern diagnostic technologies, and strengthening communication with healthcare professionals can enhance patient trust and contribute to sustainable revenue growth for Tesla Unipath (Pvt.) Ltd.
