Physician engagement is essential to delivering high-quality, safe care — yet too often it is approached through mandates and committees that produce inconsistent, short-lived results. What if the problem isn’t physician willingness, but how we approach engagement itself?

Innovation doesn’t have to be expensive or technology-driven to create impact. This session introduces a different approach: treating physician engagement not as something to enforce, but something to inspire. By viewing physicians as valued customers and participation in quality work as a product that must be truly compelling, health systems can apply principles of marketing science — targeted segmentation, intentional messaging, and behavior design — to generate genuine, self-driven interest that unlocks a delivery of clear, measurable improvements in a budget neutral manner.