In our previously published companion article, we made the case that hospitals and health delivery systems need a systematic and proactive focus on managing physician relations, especially with key physician groups that generate a disproportionate share of hospital referrals. We also suggested that hospitals and systems could borrow profitably from the approach that leading- edge business-to-business (B2B) organizations have evolved to manage their key accounts or independent representatives. In this article, we explore the challenges associated with adopting such a model and suggest approaches that the healthcare delivery industry can pursue to ensure a successful implementation.