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Marketing Your Clinical Practice - Neil Baum

Marketing Your Clinical Practice

By: Neil Baum

Hardcover Published: 12th April 2004
ISBN: 9780763733346
Number Of Pages: 481

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If you find you are suffering from burn out and/or are not enjoying the practice of medicine as much as in the past, if you have a contracting population base, if you are receiving fewer referrals from other colleagues this year than you were two years ago, or if managed care has moved your existing patients to another health care provider, then this book is for you. Marketing Your Clinical Practice, Third Edition can help you sculpt the kind of practice you want, target a desirable patient population, and get more of a handle on your business. This book will provide you with hundreds of marketing ideas that can be inexpensively implemented and that you can start using immediately. And when you do, you will find that you have happier patients, a more enthusiastic staff, and greater personal satisfaction. This book is full of simple techniques that have been tested and that work. It discusses each of the five components of a successful practice and provides examples from an existing private practice on how to attract new patients, how to develop the loyalty and bonding of patients already in your practice, and how to keep staff members motivated, organized, and dedicated to caring for your patients. Put simply, after reading this guide, you will have all of the tools and resources necessary to effectively, ethically, and economically market your practice. Praise for the book: The content enclosed is priceless. The authors have helped physicians who are trying to build a successful practice to avoid the pitfalls of their predecessors. The user-friendly style makes creating a dynamic practice more fun than challenging. Clearly the authors know what they're talking about. They've collected innovative ideas from all corners of the practice world and allow the reader to use what makes sense. The book is far more useful than a consultant. By offering an extensive menu of options, Dr. Baum whets your appetite to consume the delicious innovations and creative ideas. This book is must-reading for managing partners of practices, business managers, or any physician looking to make his/her medical career more fulfilling. It's not just about money- it's about creating a professional life that is rewarding and stimulating. -- Frank W. Ling, M.D. UT Medical Group Professor and Chair Dept. of Obstetrics and Gynecology Univ. TN Health Science Center Memphis, TN

Contributorsp. xvii
Forewordp. xix
Introductionp. xxi
Acknowledgmentsp. xxix
Love the Ones You're With: Keeping the Patients You Already Havep. 1
Giving Your Practice a Checkupp. 3
Personal Interviewsp. 4
Patient Surveysp. 4
Focus Groupsp. 12
Suggestion Boxp. 14
Physician Surveysp. 15
Mystery Shop 'Til You Dropp. 19
Don't Be Late for a Very Important Datep. 23
Do Not Keep Patients Waitingp. 24
Identify Problem Areasp. 25
Manage Interruptionsp. 26
Do Not Ignore Delaysp. 26
Twelve Time-Bustersp. 28
Identifying Moments of Truthp. 31
Create a Patient Cyclep. 31
What to Watch Forp. 32
Don't Forget the Hospital and Outside Testing Facilitiesp. 33
Other Methods of Discoveryp. 35
Turn Negatives into Positivesp. 35
If Domino's Delivers, So Can Wep. 37
Learning from Domino'sp. 37
How Personal Information Notes Are Usedp. 38
Lessons Learned from the Container Storep. 41
Your Reception Area Is Your Opportunity to Create a Good First Impressionp. 43
Avoid Negative Perceptionsp. 44
Reconfigure Your Reception Areap. 45
Provide Distractionsp. 47
Provide a Variety of Reading Materialsp. 48
Guide Your Patients to Internet Sitesp. 50
More About You and Your Staffp. 50
Other Touchesp. 51
Improve Patient Compliance-Provide Medication Informationp. 53
Marketing on 10 Minutes a Dayp. 61
Who Are Your Key Patients?p. 61
Who Should Call the Key Patients?p. 63
What Time Should You Call the Key Patients?p. 63
What Are the Advantages?p. 63
Possible Disadvantagesp. 64
Different Strokes for Different Folks: Dealing with Demanding Patientsp. 67
Marketing and Difficult Patientsp. 68
Track Your Oldies and They Will Become Goodiesp. 71
A Transfer Request Does Not Mean Good-Byep. 75
Build the Evidence ... And They Will Comep. 79
Origins of Evidence-Based Medicinep. 80
How Evidence-Based Medicine Worksp. 81
Limits of Evidence-Based Medicinep. 82
Evidence-Based Medicine in Your Practicep. 83
Leave a Paper Trail ... That Leads to the Bottom Linep. 87
Welcome to the Practicep. 87
Thank You for Consulting Usp. 88
Thank You for Your Prompt Paymentp. 89
Thank You for the Referralp. 89
Here's a New Patientp. 91
Your Balance is $0.00p. 91
Saw You in the Newsp. 91
Sorry About the Delayp. 92
Birthday Cardsp. 92
Welcome to the Areap. 93
Thanks for the Complimentp. 93
Authorizations, Consultations, and Morep. 93
Suggestion Box Repliesp. 97
Stuffers Soften the Bite of the Billp. 99
Choosing Your Topicsp. 99
Opportunity to Educatep. 105
A Picture Is Worth a Thousand Words: Creating Office Videosp. 113
What Are the Advantages?p. 113
Potential Subjects for Office Videosp. 115
How to Create a Videop. 116
Where to Show the Videosp. 119
Need More Patients? Brochures Are the Curep. 121
What to Includep. 121
Production, Design, and Printingp. 124
Distributing the Brochurep. 125
External Marketing: Attracting New Patients to Your Practicep. 127
Your Net Worth Is Related to Your Networkp. 131
Networking Shared Experiencesp. 131
Alternatives to Phone Callsp. 133
Networking for Feedbackp. 133
There's Strength in Numbers When You Start a Support Groupp. 139
Topics, Dates, and Placesp. 139
Choosing Speakersp. 140
Getting People to the Meetingp. 141
Setting Up the Meetingp. 141
Conducting the Support Group Meetingp. 142
Following Upp. 142
Marketing to Ethnic Communitiesp. 145
Do Your Homeworkp. 146
Techniques to Attract Ethnic Groupsp. 147
Closing the Generation Gaps: Marketing to Boomers and Seniorsp. 151
Who Are They?p. 151
Promoting Your Practice to Baby Boomersp. 152
Promoting Your Practice to the Mature Marketp. 155
Write That Masterpiece--and Send It to the Lay Pressp. 163
Why Write for the Lay Press?p. 163
How to Select a Topicp. 164
Making a Pitch to the Editorp. 165
Doing the Hard Workp. 167
Capitalizing on Your Clipsp. 168
Be Prepared for Rejectionp. 168
Nothing Does It Better... Than a Newsletterp. 171
Why Write a Newsletter?p. 171
Keep the Faithp. 173
Consider Your Optionsp. 174
Planning and Topic Selectionp. 174
Writing the Newsletter Copyp. 175
Design and Promotionp. 177
Getting the Newsletter Outp. 178
Other Uses for Newslettersp. 178
They'll Find You Fast with an Effective Yellow Pages Adp. 181
Getting the Most for Your Moneyp. 181
Setting Your Objectivep. 182
Necessary Ingredients of an Effective Adp. 182
Size and Location Matterp. 184
What Is the ROI?p. 185
Specialty Directoriesp. 186
The Hotlinep. 186
Care and Feeding of Your Website: Learning to Love Spiders and Crawlersp. 189
Web Hosting Servicesp. 190
Selecting a Domain Namep. 190
Register Your Domain Namep. 190
Website Development--Do It Yourself or Hire a Professional?p. 191
Getting Your Web Page Noticedp. 192
Direct Marketingp. 195
Search Enginesp. 195
Measuring Methodsp. 196
Feedbackp. 197
One Small Click for Your Patients, One Giant Leap for Your Practice!p. 199
The Stage Is Setp. 200
Enhance the Practice Experiencep. 200
The Range of E-Servicesp. 201
E-Consult Reluctancep. 202
Disease Managementp. 203
Survey Patients Onlinep. 204
Marketing and Practice Promotionp. 204
Security and Privacy Caveatsp. 205
Future of This Technologyp. 206
Go Public with Your Message: Speeches That Spur Actionp. 209
Getting the Gigp. 210
Write That Talkp. 212
"And the Answer Is ..."p. 219
Final Advicep. 220
Expand Your Platformp. 220
Does Public Speaking Always Work?p. 220
Make Slides That Sizzlep. 223
Keep the Content Simple and Directp. 223
Stylistic Elementsp. 224
Choosing Color Combinationsp. 225
Using Space to Advantagep. 226
How Many Slides?p. 227
Put Punch in Your Presentations with PowerPointp. 228
Presentation Tipsp. 230
Meet the Press: Create Credibility through Celebrityp. 235
Booking an Interviewp. 235
Planning Your Presentationp. 236
Dressing the Partp. 237
Preparing a Checklistp. 237
It's Showtime!p. 238
Strut Your Stuff as a Talk Show Hostp. 239
How to Get Startedp. 242
Keeping the Show Goingp. 242
A Few Caveatsp. 243
Become an Instant Expert: Write the Bookp. 245
In the Beginning Is the Ideap. 246
Evaluating Your Ideap. 246
Researching and Writing the Proposalp. 247
An Agent or Not?p. 247
A Contract is Offered--Now What?p. 250
Getting to Work!p. 251
The Book Is Written--You're Not Finished Yet!p. 252
Motivating Your Staffp. 255
Go for the Goal: How to Create Team Spiritp. 257
Working Together to Create Goalsp. 257
Creating a Mission Statementp. 258
Constructing a Policy Manualp. 258
No-Cost Techniques to Motivate Staffp. 260
Add Sparkle to Your Staff Meetingsp. 275
Types of Meetingsp. 275
Starting on a Positive Notep. 276
Working Togetherp. 276
Stimulating Staff Involvementp. 278
Reach Out and Touch Someone: The Telephone Is the Lifeline of Your Practicep. 279
Answering the Phone: A Five-Step Techniquep. 280
Screening Callsp. 281
Training and Backgroundp. 282
Make Every "Hold" Second Countp. 283
Other Extras to Increase Telephone Powerp. 283
Break Bread and Break the Ice: Start a Lunch-and-Learn Program-Referrals Will Followp. 285
Organizing the Luncheonp. 286
The Luncheon Programp. 286
Leave Your Staff Alonep. 287
Program Benefitsp. 287
A Match Made in Heaven: Hiring the Perfect Employee for Your Practicep. 289
Screening Your Applicantsp. 290
The Interview Processp. 290
Communicating with Other Physicians, Other Professionals, and Managed Care Plansp. 295
How to Obtain and Maintain Physician Referrals: It Takes Patience, Persistence, Politeness, and Prompt Reportingp. 297
Facts of Lifep. 310
Generating Referrals from Nontraditional Sourcesp. 313
Target Your Marketp. 315
Other Referral Sourcesp. 316
Imaging and Marketingp. 318
From Alternative to Complementaryp. 319
An Idea That Did Not Workp. 322
Approaching Potential Referral Sourcesp. 323
Avoid Managed Care Paralysis: Conduct a Practice Analysisp. 325
Doing Your Homeworkp. 325
How to Use Practice Analysis Materialp. 334
After You Are Acceptedp. 335
Suppose They Say Nop. 335
Caring Enough to Send the Very Bestp. 337
Staying on a Panelp. 340
Deselection: A Game of Musical Chairsp. 343
Where Are You in the Network Chain?p. 343
Take a Proactive Approachp. 344
Do Not Discount Quality of Carep. 344
What Drives Patient Satisfaction?p. 344
Physician Profilingp. 345
How Patients Perceive Valuep. 345
How to Be a Darling of the Managed Care Plansp. 349
Have You Looked at Your Profile Lately?p. 350
A Standard Format for Health Care Datap. 351
Match Your HEDIS Profile to Employers' Expectationsp. 352
Make the Hospital Your Marketing Ally, Not Your Adversaryp. 357
Shared Interestsp. 358
Big Can Be Better: Marketing for Large Groups and Multispecialty Group Practicesp. 361
How to Help Your Groupp. 362
The Importance of Networkingp. 362
Providing Services for Referring Physiciansp. 363
Marketing a Large Single-Specialty Practicep. 365
Other Ideasp. 366
Birds Do It, Bees Do It, Even Ivory Tower Doctors Do Itp. 367
Making Patients Comfortablep. 368
Establishing Relationships with "Outside" Physiciansp. 369
International Marketingp. 371
Outward Boundp. 371
From Pillar to Post: Best Use of Consultants, Technology, and Tips to Assure Your Marketing Successp. 375
Electronic Medical Records to the Rescuep. 377
The EMR Advantagesp. 378
EMRs and Marketingp. 380
Show Me the Moneyp. 381
Do Not Skimp on Supportp. 384
Dr. B's Best Betp. 384
Let Technology Simplify Your Lifep. 387
Promote Your Practice with Computerized Patient Education Materialp. 387
Using Automated Phone Answering Systemsp. 391
Stop Playing Phone Tag with Patientsp. 392
Marketing in the Wake of HIPAA: Compliance Shows Patients You Carep. 395
Do You Have HIPAA Elements in Place?p. 396
What You and Associates Must Protectp. 397
Good Compliance Is Good Marketingp. 398
The "Can-Do's" and "Should-Nots"p. 399
Conclusionp. 400
Banish the Malpractice Bluesp. 403
Avoiding Suitsp. 403
10 Never-Evers of a Suitp. 406
Ways to Reduce Premiumsp. 408
Marketing Aspects of Malpracticep. 409
A New Revenue Resource: Clinical Researchp. 411
Income and Intellectual Challengesp. 411
You Must Commitp. 412
Getting Startedp. 413
Attracting Patients to Your Studiesp. 413
Create a Positive Experience for the Monitorp. 414
Future of Clinical Researchp. 415
Market Your Expertise As an Expert Witnessp. 417
Why Become an Expert Witness?p. 417
What Is Involved?p. 418
The Document, Pleasep. 418
Tips on Diagnosisp. 419
Other Stepsp. 420
Walk the Walk and Talk the Talkp. 420
Do Your Homeworkp. 421
Do Not Let Cross-Examination Cross You Upp. 422
Fee Arrangementsp. 423
Where the Opportunities Liep. 424
Do Niche Marketing As a Super Specialistp. 427
The Focused Factory Conceptp. 427
Examples of Health Care Focused Factoriesp. 428
Why Focused Factories?p. 429
Any Bad News?p. 430
Giving Our Patients a FedEx Experiencep. 433
How Does the FedEx Philosophy Work?p. 433
FedEx and Health Care Providersp. 433
Parallels between FedEx and Physiciansp. 434
Invite and Heed the Truthp. 434
Hiring a Marketing Consultantp. 437
Be Ready for Your Consultantp. 438
Objectivesp. 439
How to Find a Consultantp. 439
How Much Will It Cost?p. 440
Other Sources of Advicep. 440
Measuring Resultsp. 440
Medicine, Marketing, and Mirth: Having Fun with Your Medical Practicep. 443
Humor and Medicine Go Back a Long Wayp. 443
Humor Starts with the Top Bananap. 444
Why Does Humor Work?p. 444
Humor and the Patientp. 450
Lagniappe (Something Extra)p. 453
Something Extra for Patientsp. 453
Want Success? Remember Rolodexp. 454
Create an Idea Fundp. 454
Cultural Rewardsp. 455
Remember Your Answering Servicep. 455
Avoid Hide and Seek in the Officep. 455
One Way of Getting a Report to an Attorneyp. 455
The All-Purpose Prescription Padp. 456
Purge Office Reading Materialp. 457
Pick Up the Phonep. 457
Something Extra for Staffp. 457
Getting Started: The Secrets of Marketing Successp. 461
Does Marketing Work?p. 462
Conclusionp. 465
Indexp. 467
About the Authorsp. 481
Table of Contents provided by Rittenhouse. All Rights Reserved.

ISBN: 9780763733346
ISBN-10: 0763733342
Audience: Professional
Format: Hardcover
Language: English
Number Of Pages: 481
Published: 12th April 2004
Publisher: Jones and Bartlett Publishers, Inc
Country of Publication: US
Dimensions (cm): 23.2 x 15.8  x 2.74
Weight (kg): 0.8
Edition Number: 3
Edition Type: Revised