The understanding of physicians' practicing behaviors can enhance the development of active marketing strategies. The authors investigate the effects of physician characteristics on physician productivity in a hospital setting. Use of admission records, coupled with data from a survey of physicians' perceptions of hospital operations and their commitment to the study hospital, provides useful results for determining the most effective means for promoting physician satisfaction. Information from the survey can be used to forecast both the demand for various services and the likely physician response to the improvement of services and communications between physicians and administrative staff.