The Australian journal of rural health
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Aust J Rural Health · Dec 2007
Multicenter StudyRecruitment and retention of rural general practitioners: a marketing approach reveals new possibilities.
This paper repositions the challenge of attracting and retaining rural GPs in a marketing context as a new focus for future research and policy development. ⋯ A marketing orientation to the GP challenge emphasises individual's perceptions of value, GP expectations and practice offerings. Failure to acknowledge benefits of this marketing approach means that solutions such as those developed in the Limestone Coast region are unlikely. Research is now required to define GP satisfaction and value for long-term viability of general practices.