Case study: Kaiser physicians go on sales calls

It's not often that prospective health plan members get pitched directly by a physician. But at Kaiser Permanente Colorado, that's exactly what's happening. The HMO has launched a program under which doctors are going out into the field with sales personnel and meeting with both prospective and existing members. Not only does the program put a face on the plan's medical practice, it also allows patients to ask medical questions they might have otherwise postponed. The program had its origins in late 2006, when Dr. Jandel Allen-Davis, associate medical director for the plan's Colorado medical group, decided to accompany the sales team on calls during open-enrollment season. Since that time, Kaiser has recruited 23 doctors for its "sales ambassador team."

To learn more about the program:
- read this Denver Business Journal item