What physicians once resisted—formal marketing and communication programs used to meet the needs of their patients/customers—has now become an important part of everyday business practice. Today marketing is a necessity to establish and maintain a successful medical practice, with the focus on patient/customer service more important than ever before.
Payment models are shifting, government mandates are increasing, patients are becoming more empowered, and physicians want to control their own destinies. These challenges can create confusion and uncertainty, but they also provide opportunity for those physicians and medical practices willing to lead.
This book provides you tools to develop personal relationship with your patients, referring physicians and other providers in the community to help build your practice.
Chapter 1 From the 4 P’s to the 4 A’s
Chapter 2 The Power of the Basics—A Few Important Points
Chapter 3 Developing Bulletproof Referral Relationships
Chapter 4 Gaining a Fresh Understanding of Your Patients
Chapter 5 Building Better Customer Service
Chapter 6 Diagnosing Your Practice—A Simple Guide to Effective Practice Assessment
Chapter 7 Engaging Your Team to be A+ Marketers
Chapter 8 Telling Your Story—Practical Approaches to Media Relations and Advertising
Chapter 9 Reaching Out—A Guide to Community Relations
Chapter 10 Your Online Identity—Web Sites and Social Media
Chapter 11 When Change Happens
Chapter 12 Tracking Your Results
Chapter 13 Final Words of Advice
Andrea Eliscu serves as President of Medical Marketing, Inc., a healthcare marketing and public relations firm she cofounded in 1984. In this role, she provides leadership and guidance to clients throughout the country and also serves as a respected resource to local and national industry trade organizations and media on healthcare-related issues. Andrea has authored three books — A+ Marketing: Proven Tactics for Success, the popular Ready - Set - Market!, and Position for Success! Strategic Marketing for Group Practices — all published by the Medical Group Management Association. She has her fourth book on healthcare marketing being launched by MGMA in October 2016. With a passion for community and the advancement of health and wellness, Andrea has devoted her leadership, creativity, and countless hours to a number of Central Florida organizations, including the Orlando Dragon Boat Club (founder), the Dueling Dragons of Orlando (“cops and kids”) dragon boat team (founder), BB&T Central Florida (advisory board), OneBlood (board of directors), and the Orlando Rowing Club (board of directors). A graduate of Leadership Florida Class XIV, she also served on the Lt. Governor’s Task Force for Education and was appointed a member of the WorkForce on Certificates of Need for the State of Florida. Andrea previously served on the boards of the Florida Chamber of Commerce, the Healthy Florida Foundation, A Gift For Teaching and Cornerstone Hospice. She also served on the Council of Governors of the MD Anderson Cancer Center, Orlando, and as an advisor to the College of Health and Public Affairs at the University of Central Florida
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