Marketing Your Clinical Practice: Ethically, Effectively, Economically / Edition 3

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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.

The book contains black-and-white illustrations.

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Editorial Reviews

Takes physicians through the process needed to market and promote a clinical practice in today's health care environment. Tells how to keep current patients and attract new ones by starting support groups, marketing to ethnic groups, and creating a newsletter and Web site. Gives advice on motivating staff, communicating with other health care professionals and with managed care plans, and making the most of technology. Baum is a urologist in private practice and a professor of urology at the Louisiana State University Medical School and the Tulane Medical School. Henkel is a professional medical writer. Annotation c. Book News, Inc., Portland, OR (
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Product Details

  • ISBN-13: 9780763733346
  • Publisher: Jones & Barlett Learning
  • Publication date: 4/12/2004
  • Edition description: Older Edition
  • Edition number: 3
  • Pages: 512
  • Product dimensions: 6.05 (w) x 9.10 (h) x 1.08 (d)

Table of Contents

Ch. 1 Giving your practice a checkup 3
Ch. 2 Mystery shop 'til you drop 19
Ch. 3 Don't be late for a very important date 23
Ch. 4 Identifying moments of truth 31
Ch. 5 If Domino's delivers, so can we 37
Ch. 6 Your reception area is your opportunity to create a good first impression 43
Ch. 7 Improve patient compliance-provide medication information 53
Ch. 8 Marketing on 10 minutes a day 61
Ch. 9 Different strokes for different folks : dealing with demanding patients 67
Ch. 10 Track your oldies and they will become goodies 71
Ch. 11 A transfer request does not mean good-bye 75
Ch. 12 Build the evidence ... and they will come 79
Ch. 13 Leave a paper trail ... that leads to the bottom line 87
Ch. 14 Stuffers soften the bite of the bill 99
Ch. 15 A picture is worth a thousand words : creating office videos 113
Ch. 16 Need more patients? : brochures are the cure 121
Ch. 17 Your net worth is related to your network 131
Ch. 18 There's strength in numbers when you start a support group 139
Ch. 19 Marketing to ethnic communities 145
Ch. 20 Closing the generation gaps : marketing to boomers and seniors 151
Ch. 21 Write the masterpiece - and send it to the lay press 163
Ch. 22 Nothing does it better ... than a newsletter 171
Ch. 23 They'll find you fast with an effective yellow pages ad 181
Ch. 24 Care and feeding of your Website : learning to love spiders and crawlers 189
Ch. 25 One small click for your patients, one giant leap for your practice! 199
Ch. 26 Go public with your message : speeches that spur action 209
Ch. 27 Make slides that sizzle 223
Ch. 28 Meet the press : create credibility through celebrity 235
Ch. 29 Become an instant expert : write the book 245
Ch. 30 Go for the goal : how to create team spirit 257
Ch. 31 Add sparkle to your staff meetings 275
Ch. 32 Reach out and touch someone : the telephone is the lifeline of your practice 279
Ch. 33 Break bread and break the ice : start a lunch-and-learn program-referrals will follow 285
Ch. 34 A match made in heaven : hiring the perfect employee for your practice 289
Ch. 35 How to obtain and maintain physician referrals : it takes patience, persistence, politeness, and prompt reporting 297
Ch. 36 Generating referrals from nontraditional sources 313
Ch. 37 Avid managed care paralysis : conduct a practice analysis 325
Ch. 38 Deselection : a game of musical chairs 343
Ch. 39 How to be a darling of the managed care plans 349
Ch. 40 Make the hospital your marketing ally, not your adversary 357
Ch. 41 Big can be better : marketing for large groups and multispecialty group practices 361
Ch. 42 Birds do it, bees do it, even ivory tower doctors do it 367
Ch. 43 Electronic medical records to the rescue 377
Ch. 44 Let technology simplify your life 387
Ch. 45 Marketing in the wake of HIPAA : compliance shows patients you care 395
Ch. 46 Banish the malpractice blues 403
Ch. 47 A new revenue resource : clinical research 411
Ch. 48 Market your expertise as an expert witness 417
Ch. 49 Do niche marketing as a super specialist 427
Ch. 50 Giving our patients a FedEx experience 433
Ch. 51 Hiring a marketing consultant 437
Ch. 52 Medicine, marketing, and mirth : having fun with your medical practice 443
Ch. 53 Lagniappe (something extra) 453
Ch. 54 Getting started : the secrets of marketing success 461
Does marketing work? 462
Conclusion 465
Index 467
About the authors 481
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