Marketing strategies for physician practices
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Marketing Strategies for Physician Practices - PowerPoint PPT Presentation


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Marketing Strategies for Physician Practices Seminar Subject Areas Internal Marketing Strategies External Marketing Strategies Creating a Written Marketing Plan Internal Marketing Strategies It Starts with Good Customer Service Patient Communications Patient/Employee Interactions

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PowerPoint Slideshow about 'Marketing Strategies for Physician Practices' - JasminFlorian


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Presentation Transcript

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Seminar Subject Areas

  • Internal Marketing Strategies

  • External Marketing Strategies

  • Creating a Written Marketing Plan


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Internal Marketing Strategies

  • It Starts with Good Customer Service

    • Patient Communications

      • Patient/Employee Interactions

      • Physician/Patient Interactions

      • Patient Follow Ups

      • Patient Information Packets

      • Print Materials – Professional Looking?

    • The Bricks and Mortar

      • The Reception Area

      • The Exam Rooms

    • Modernize the Practice

    • Use a “Shopper” Periodically


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Internal Marketing Strategies

  • Customer Service

    • Send out a Patient Newsletter

      • Paper v. Electronic

    • Patient Recall System

    • Call Patients After Their Appointment

    • Send out a Patient Satisfaction Survey

    • Minimize Wait Times

      • In the Reception Area

      • Over the Telephone

    • Reward Staff for Good Customer Service


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Internal Marketing Strategies

  • Develop a Patient Referral Program

  • Respond Promptly to Referring Physicians

  • Reward Referring Physicians

  • Develop and Market a First Class Website

  • Have Saturday Clinic and/or After Hours

  • Provide Transportation to Patients

  • Create an Advisory Board


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Internal Marketing Strategies

What Services Are We Providing and New Services Can We Be Providing??


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External Marketing Strategies

POSITIONING: The Battle for Your Mind


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Advertising

  • Track All Contacts Resulting From Advertising

  • Where to Advertise

    • Yellow Pages

    • Billboards

    • Magazines

    • Newspapers

  • Commit and Don’t Quit


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External Marketing Strategies

  • Interact with Hospital Marketing Efforts

  • Drive People to the Website

  • Healthcare Newsletter

  • Email/Fax Broadcasts

  • Speeches

  • Sponsorships

  • Authorship

    • Articles

    • Books

  • Provide Services at Reduced Rates


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External Marketing Strategies

  • Create Marketing Joint Ventures with Vendors, Pharmaceuticals, Etc.

  • Brochure Mail Outs

    • Other Direct Mail Efforts

  • Create Administrator Lunch Program

  • Purchase and Distribute Specialty Items

    • Golf Shirts to Staff

    • Post it Pads

    • Notepads

    • Coffee Mugs, etc.


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Managed Care Marketing

  • Goal: Marketing to Employees Through The Employers

  • Strategies

    • Brown Bag Luncheon Speeches

    • Write Articles for Company Newsletter

    • Provide Services at Reduced Rates

    • Render Service at Company’s Location

    • Add Employees to Email/Newsletter List


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Marketing: Put it in Writing

  • Create a Written Marketing Plan

  • Monitor the Plan on an Ongoing Basis

    • Should be a Permanent Agenda Item for Management Meetings

  • Sample Marketing Plan


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Elements of a Practice Marketing Plan

  • Marketing Goals and Objectives

  • Target Markets

  • Overview of Target Markets

  • Marketing Strategies

    • Tie to Goals and Objectives


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One Final Thought

Creating and Implementing a Marketing Plan Makes Absolutely No Sense if One’s House is not in Order!!!!!!!



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