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Medical Science Books Medical Book Review:
Marketing Your Clinical Practice is a
fantastic resource for new and established physicians in private practice
who want to make more money, get more patients, become more respected in the
community, and have their offices run more smoothly and efficiently.
From hiring the right staff to making your patients feel that they've chosen
the right physician and even getting more referrals. Baum and Henkel
seem to have covered it all.
Many other marketing books have some of this
information but
Marketing Your Clinical Practice seems to
have a little bit of everything. Although it is a book targeted for
clinical practice, many of the strategies can be used for various types of
businesses.
We would highly recommend this publication for anyone
hoping to increase or build revenue from a clinical practice, as well as for
anyone hoping to take their business to the next level.
From the
Publisher:
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:
• Internet and website strategies
• Professional consultants
• Marketing to the Generations: Boomers, Seniors, GenXers
• Improving EMR efficiency
• Adding ancillary services
• In-office dispensing, advantages and risks
• How to reconfigure your space
• Natural Disaster and Technological Disaster planning
Samples:
Table of Contents:
Foreword
Acknowledgments
Introduction
Contributors
About the Authors
Pillar I Love the Ones You're with: Keeping the
Patients You Already Have
Chapter 1. Giving Your Practice a Checkup
Personal Interviews
Patient Surveys
What to Ask
Whom to Include
Customizing the Survey
Implementing the Survey
Tabulating the Results
Using the Results
Focus Groups
Invitations and Reminders
Running the Meeting
Follow-Up
Suggestion Box
Physician Surveys
How to Survey Your Peers
Notes
Additional Resources
Chapter 2. Myster Shop 'Til You Drop
Notes
Chapter 3. Don't Be Late for a Very Important Date
Do Not Keep Patients Waiting
Identify Problem Areas
Managing No-Shows
Technology to the Rescue
Emphasize Importance of Keeping Appointments
Should You Charge for No-Shows?
Manage Interruptions
Do Not Ignore Delays
12 + Time-Busters
Notes
Chapter 4. Identifying Moments of Truth
Create a Patient Cycle
What to Watch for
Don't Forget the Hospital and Outside Testing Facilities
Other Methods of Discovery
Turn Negatives into Positives
Chapter 5. Putting on the Ritz
Learning from Ritz Carlton
How Personal Information Notes Are Used
Lessons Learned from the Container Store
Note
Additional Resources
Chapter 6. Your Reception Area Is Your Opportunity to
Create a Good First Impression
Avoid Negative Perceptions
Reconfigure Your Reception Area
Provide Distractions
Provide a Variety of Reading Materials
Guide Your Patients to Internet Sites
More About You and Your Staff
Other Touches
Note
Additional Resources
Chapter 7. Improve Patients' Drug Compliance- Provide
Medication Information
Additional Resources
Internet Sources
Chapter 8. One-Stop Shopping : Incorporate In-Office
Dispensing of Medications
The Patient-Physician Relationship
Who Can Benefit from Direct Dispensing?
Is Office Dispensing for You?
Integrating Dispensing into Your Already Busy Practice
Getting Started
Direct Dispensing: The Right Way
Notes
Chapter 9. Marketing on 10 Minutes a Day
Who Are your Key Patients?
Who Comprises This Group of Key Patients?
Who Should Call the Key Patients?
What Time Should You Call the Key Patients?
What Are the Advantages?
Possible Disadvantages
Chapter 10. Different Strokes for Different Folks:
Dealing with Demanding Patients
Chapter 11. Track Your Oldies and They Will Become
Goodies
Chapter 12. A Transfer Request Does Not Mean Good-Bye
Chapter 13. Build the Evidence... and They Will Come
Chapter 14. Leave a Paper Trail... That Leads to the
Bottom Line
Chapter 15. Stuffers Soften the Bite of the Bill
Chapter 16. A Picture is Worth a Thousand Words:
Creating Office Videos
Chapter 17. Need More Patients? Brochures are the Cure.
Chapter 18. Meshing Your Disaster and Marketing Plans
Pillar II External Marketing: Attracting New Patients
to Your Practice
Chapter 19. Your Net Worth Is Related to Your Network
Chapter 20. There's Strength in Numbers: Support Groups
and Group Appointments Can Fill the Bill
Chapter 21. Marketing to Ethnic Communities
Chapter 22. Closing the Generation Gaps: Marketing to
Boomers, Seniors, and Gen Xers
Chapter 23. Write That Masterpiece-and Send it to the
Lay Press
Chapter 24. Nothing Does It Better... Than a Newsletter
Chapter 25. They'll Find You Fast with an Effective
Yellow Pages Ad
Chapter 26. Care and Feeding of Your Web Site: Learning
to Love Spiders and Crawlers
Chapter 27. One Small Click for Your Patients,
One Giant Leap for Your Practice!
Chapter 28. Go Public with Your Message: Speeches That
Spur Action
Chapter 29. Make Slides That Sizzle
Chapter 30. Meet the Press: Create Credibility Through
Celebrity
Chapter 31. Become and Instant Expert: Write the Book
Pillar III Motivating Your Staff
Chapter 32. Go for the Goal: How to Create Team Spirit
Chapter 33. Add Sparkle to Your Staff Meetings
Chapter 34. Reach Out and Touch Someone: The Telephone
is the Lifeline of Your Practice
Chapter 35. Break Bread and Break the Ice: Start a
Lunch-and-Learn Program- Referrals Will Follow
Chapter 36. A Match Made in Heaven: Hiring the Perfect
Employee for Your Practice
Chapter 37. Making Office Space Work- for Your Practice
and Your Staff
Pillar IV Communicating with Other Physicians and Other
Professionals
Chapter 38. How to Obtain and Maintain Physician
Referrals: It Takes Patience, Persistence, Politeness, and Prompt Reporting
Chapter 39. Generating Referrals from Nontraditional
Sources
Chapter 40. Make the Hospital Your Marketing Ally, Not
Your Adversary
Chapter 41. Big Can Be Better: Marketing for Large
Groups
Chapter 42. Birds Do It, Bees Do It, Even Ivory Tower
Doctors Do It
Pillar V From Pillar to Post: Best Use of Consultants,
Technology, and Tips to Ensure Your Marketing Success
Chapter 43. Improve Quality, Build Alliances When You
Add Ancillary Services
Chatper 44. The EMR Difference: From Paper Chase to
Service-Based
Chapter 45. Let Technology Simplify Your Life
Chapter 46. Banish the Malpractice Blues
Chapter 47. How to Market and Promote Clinical Research
Chapter 48. Taking the Stand: Marketing Your Expertise
as an Expert Witness
Chapter 49. Do Niche Marketing as a Super Specialist
Chapter 50. Giving Our Patients a FedEx Experience
Chapter 51. Marketing Your Concierge Medical Practice
Chapter 52. Hiring a Marketing Consultant
Chapter 53. Working with an Architect to Enhance the
Patient Experience in Your Office
Appendix
Chapter 54. Medicine, Marketing, and Mirth:
Having Fun with Your Medical Practice
Chapter 55. Lagiappe (Something Extra)
Chapter 56. Balancing Your Personal and Professional
Lives
Chapter 57. Getting Started: The Secrets of Marketing
Success
Index |
