Marketing Your Clinical Practice: Ethically, Effectively, Economically

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Jones & Bartlett Learning, Oct 22, 2010 - Business & Economics - 574 pages
Marketing Your Clinical Practice: Ethically, Effectively, Economically, Fourth Edition is an updated and revised edition of this best selling guide to medical practice marketing including new topics and advanced techniques. This essential resource provides readers with the plans and real examples to market and grow a successful practice. This book is filled with practical marketing tips and strategies based around five components of a successful practice: retaining current patients, attracting new patients, motivating staff, working with managed care and other physicians, and utilizing the Internet and consultants. Marketing Your Clinical Practice: Ethically, Effectively, Economically, Fourth Edition is the perfect resource for any physician in a single or group practice looking to improve their business and medical students learning how to develop a practice. New topics to the Fourth Edition include: Dispensing Drugs, Disaster Preparedness, Office Space Planning, Enhancing Patient Experience with Architectural Guidance, Marketing to the Generations
 

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Contents

Love the Ones Youre with Keeping the Patients You Already Have
1
1 Giving Your Practice a Checkup
3
2 Mystery Shop Til You Drop
19
3 Dont Be Late for a Very Important Date
25
4 Identifying Moments of Truth
37
5 Putting on the Ritz
43
6 Your Reception Area Is Your Opportunity to Create a Good First Impression
49
7 Improve Patients Drug ComplianceProvide Medication Information
63
Motivating Your Staff
315
How to Create Team Spirit
317
33 Add Sparkle to Your Staff Meetings
337
The Telephone Is the Lifeline of Your Practice
343
Start a LunchandLearn ProgramReferrals Will Follow
351
Hiring the Perfect Employee for Your Practice
355
37 Making Office Space WorkFor Your Practice and Your Staff
363
Communicating with Other Physicians and Other Professionals
367

Incorporate InOffice Dispensing of Medications
71
9 Marketing on 10 Minutes a Day
79
Dealing with Demanding Patients
85
11 Track Your Oldies and They Will Become Goodies
91
12 A Transfer Request Does Not Mean GoodBye
95
13 Build the Evidence and They will Come
99
14 Leave a Paper Trail That Leads to the Bottom Line
107
15 Stuffers Soften the Bite of the Bill
119
Creating Office Videos
135
17 Need More Patients? Brochures Are the Cure
143
18 Meshing Your Disaster and Marketing Plans
151
External Marketing Attracting New Patients to Your Practice
159
19 Your Net Worth Is Related to Your Network
163
Support Groups and Group Appointments Can Fill the Bill
171
21 Marketing to Ethnic Communities
179
Marketing to Boomers Seniors and Gen Xers
187
23 Write That Masterpieceand Send It to the Lay Press
201
24 Nothing Does It Better Than a Newsletter
209
25 Theyll Find You Fast with an Effective Yellow Pages Ad
219
Learning to Love Spiders and Crawlers
227
27 One Small Click for Your Patients One Giant Leap for Your Practice
245
Speeches That Spur Action
259
29 Make Slides That Sizzle
277
Create Credibility Through Celebrity
289
Write the Book
301
It Takes Patience Persistence Politeness and Prompt Reporting
369
39 Generating Referrals from Nontraditional Sources
389
40 Make the Hospital Your Marketing Ally Not Your Adversary
403
Marketing for Large Groups
409
42 Birds Do It Bees Do It Even Ivory Tower Doctors Do It
421
From Pillar to Post Best Use of Consultants Technology and Tips to Ensure Your Marketing Success
429
43 Improve Quality Build Alliances When You Add Ancillary Services
431
From Paper Chase to ServiceBased
441
45 Let Technology Simplify Your Life
453
46 Banish the Malpractice Blues
465
47 How to Market and Promote Clinical Research
475
Marketing Your Expertise as an Expert Witness
483
49 Do Niche Marketing as a Super Specialist
495
50 Giving Our Patients a FedEx Experience
501
51 Marketing Your Concierge Medical Practice
505
52 Hiring a Marketing Consultant
513
53 Working with an Architect to Enhance the Patient Experience in Your Office
519
Appendix
527
Having Fun with Your Medical Practice
529
55 Lagniappe Something Extra
539
56 Balancing Your Personal and Professional Lives
547
The Secrets of Marketing Success
553
Index
559
Copyright

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About the author (2010)

Clinical Associate Professor of Urology, Tulane School of Medicine and Louisiana State University

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