Marketing Your Clinical Practice : Ethically, Effectively, Economically

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ISBN: 9780834217454 | 0834217457
Cover: Hardcover
Copyright: 3/1/2000

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From creating a pleasant reception area to increasing referrals to creating a Web Site, this new edition of Dr. Baum's best-selling guide takes physicians step-by-sep through the process needed to promote a clinical practice.

Contributors

xvii

Foreword

xix

Introduction

xxi

Acknowledgments

xxix

PILLAR I---LOVE THE ONES YOU'RE WITH: KEEPING THE PATIENTS YOU ALREADY HAVE

(130)

Giving Your Practice a Checkup

(16)

Personal Interviews

(1)

Patient Surveys

(9)

Focus Groups

(1)

Suggestion Box

(2)

Physician Surveys

(3)

Mystery Shop 'Til You Drop

(5)

Don't Be Late for a Very Important Date

(9)

Do Not Keep Patients Waiting

(1)

Identify Problem Areas

(1)

Manage Interruptions

(1)

Do Not Ignore Delays

(1)

Twelve Time-Busters

(4)

Identifying Moments of Truth

(6)

Create A Patient Cycle

(1)

What To Watch For

(2)

Don't Forget the Hospital and Outside Testing Facilities

(1)

Other Methods of Discovery

(1)

Turn Negatives Into Positives

(2)

If Domino's Delivers, So Can We

(6)

Learning From Domino's

(1)

How Personal Information Notes Are Used

(3)

Lessons Learned From the Container Store

(2)

Your Reception Area Is Your Opportunity To Create a Good First Impression

(11)

Avoid Negative Perceptions

(1)

Reconfigure Your Reception Area

(2)

Provide Distractions

(2)

Provide a Variety of Reading Materials

(1)

Guide Your Patients to Internet Sites

(1)

More About You and Your Staff

(1)

Other Touches

(2)

Improve Patient Compliance---Provide Medication Information

(8)

Marketing on 10 Minutes a Day

(5)

Who Are Your Key Patients?

(2)

Who Should Call the Key Patients?

(1)

What Time Should You Call Key Patients?

(1)

What Are the Advantages?

(1)

Possible Disadvantages

(2)

Different Strokes for Different Folks: Dealing with Demanding Patients

(5)

Marketing and Difficult Patients

(4)

Track Your Oldies and They Will Become Goodies

(3)

Resurrecting Records: A Transfer Request Does Not Mean Good-Bye

(3)

Clean Up Your Claims and Create ``Practice Appeal''

(10)

Patricia T. Aalseth

Code it Right the First Time

(2)

Beat the Clock

(1)

The Right Stuff

(1)

Get Permission, Not Forgiveness

(1)

The Errors of Our Ways

(1)

The Truth and Nothing but the Truth

(1)

Squeezing the Turnip

(3)

Dialing for Dollars

(1)

Leave a Paper Trail...That Leads to the Bottom Line

(12)

Welcome to the Practice

(2)

Thank You for Consulting Us

(1)

Thank You for Your Prompt Payment

(1)

Thank You for the Referral

(2)

Here's a New Patient

(1)

Your Balance is $0.00

(1)

Saw You in the News

(1)

Sorry About the Delay

(1)

Birthday Cards

(1)

Welcome to the Area

(1)

Thanks for the Compliment

(1)

Suggestion Box Replies

(1)

Authorizations, Consultations, and More

(3)

Stuffers Soften the Bite of the Bill

102

(14)

Choosing Your Topics

103

(5)

Opportunity To Educate

108

(8)

A Picture is Worth a Thousand Words: Creating Office Videos

116

(8)

What Are the Advantages?

116

(2)

Potential Subjects for Office Videos

118

(1)

How To Create a Video

118

(4)

Where To Show the Videos

122

(2)

Need More Patients? Brochures Are the Cure

124

(7)

What To Include

125

(3)

Production, Design, and Printing

128

(1)

Distributing the Brochure

129

(2)

PILLAR II---EXTERNAL MARKETING: ATTRACTING NEW PATIENTS TO YOUR PRACTICE

131

(120)

Your Net Worth Is Related to Your Network

135

(8)

Networking Shared Experiences

135

(2)

Alternatives to Phone Calls

137

(1)

Networking for Feedback

138

(3)

Community Networking

141

(2)

There's Strength in Numbers When You Start a Support Group

143

(6)

Topics, Dates, and Places

144

(1)

Choosing Speakers

144

(1)

Getting People to the Meeting

145

(1)

Setting Up the Meeting

146

(1)

Conducting the Support Group Meeting

146

(1)

Following Up

147

(2)

Marketing to Ethnic Communities

149

(6)

Do Your Homework

149

(2)

Techniques To Attract Ethnic Groups

151

(4)

Closing the Generation Gaps: Marketing to Boomers and Seniors

155

(11)

Who Are They?

155

(1)

Promoting Your Practice to Baby Boomers

156

(4)

Promoting Your Practice to the Mature Market

160

(6)

Write that Masterpiece---and Send It to the Lay Press

166

(7)

Why Write for the Lay Press?

166

(1)

How To Select a Topic

167

(1)

Making a Pitch to the Editor

168

(2)

Doing the Hard Work

170

(1)

Capitalizing on your Clips

171

(1)

Be Prepared for Rejection

171

(2)

Nothing Does It Better...Than a Newsletter

173

(10)

Why Write a Newsletter?

174

(2)

Keep the Faith

176

(1)

Consider Your Options

176

(1)

Planning and Topic Selection

177

(1)

Writing the Newsletter Copy

178

(1)

Design and Promotion

179

(1)

Getting the Newsletter Out

180

(1)

Other Uses for Newsletters

181

(2)

Follow the Yellow Page Road

183

(7)

Getting Started

184

(1)

Who Should Create the Ad?

184

(1)

Elements of a Good Display Ad

185

(2)

Tracking the Results

187

(1)

Which Directory Should You Advertise In?

188

(1)

More Yellow Pages Tips

188

(2)

Care and Feeding of Your Website: Learning To Love Spiders and Crawlers

190

(12)

Web Hosting Services

191

(1)

Selecting a Domain Name

191

(1)

192

(1)

Website Development---Do It Yourself or Hire a Professional?

193

(1)

Getting Your Web Page Noticed

194

(2)

Direct Marketing

196

(1)

Links Management

197

(1)

Search Engines

197

(1)

Major Search Engines

198

(1)

Measuring Methods

199

(1)

Feedback

200

(2)

One Small Click for Your Patients, One Giant Leap for Your Practice!

202

(6)

Disease Management

204

(1)

Survey Patients Online

204

(1)

Program Disadvantages

205

(1)

Concern Over Documentation

205

(1)

What Does it Cost?

205

(1)

Getting Started

206

(1)

Future of this Technology

207

(1)

Creating Powerful Presentations through Public Speaking

208

(13)

Getting on the Program

209

(1)

Know Your Audience

209

(1)

Preparing Your Speech

210

(2)

Getting the Audience's Attention

212

(1)

Practice Makes Perfect

213

(1)

Making Preparations

213

(1)

``Let Me Introduce Myself''

214

(1)

Don't Run Out the Door

214

(6)

Appendix 26-A

220

(1)

Make Slides That Sizzle

221

(10)

Keep the Content Simple and Direct

222

(1)

Stylistic Elements

222

(2)

Choosing Color Combinations

224

(1)

Using Space to Advantage

224

(2)

How Many Slides?

226

(1)

Produce Your Own Slides

226

(1)

Put Punch in Your Presentations with Powerpoint

227

(2)

Presentation Tips

229

(2)

Meet the Press: Create Credibility through Celebrity

231

(10)

Booking an Interview

231

(1)

Planning Your Presentation

232

(1)

Dressing the Part

233

(1)

Preparing a Checklist

233

(1)

It's Showtime!

234

(1)

Strut Your Stuff as a Talk Show Host

235

(3)

How To Get Started

238

(1)

Keeping the Show Going

239

(1)

A Few Caveats

240

(1)

Become an Instant Expert: Write the Book

241

(10)

In the Beginning Is the Idea

242

(1)

Evaluating Your Idea

242

(1)

Researching and Writing the Proposal

243

(1)

An Agent or Not?

244

(2)

A Contract is Offered---Now What?

246

(2)

Getting to Work!

248

(1)

The Book Is Written...You're Not Finished Yet!

248

(3)

PILLAR III---MOTIVATING YOUR STAFF

251

(42)

Go for the Goal: How to Create Team Spirit

253

(19)

Working Together To Create Goals

253

(1)

Creating a Mission Statement

254

(1)

Constructing a Policy Manual

254

(2)

No-Cost Techniques To Motivate Staff

256

(16)

Add Sparkle to Your Staff Meetings

272

(5)

Types of Meetings

273

(1)

Starting on a Positive Note

273

(1)

Working Together

273

(2)

Stimulating Staff Involvement

275

(2)

Reach Out and Touch Someone: The Telephone Is the Lifeline of Your Practice

277

(6)

Answering the Phone: A Five-Step Technique

278

(1)

Screening Calls

279

(1)

Training and Background

280

(1)

Make Every ``Hold'' Second Count

281

(1)

Other Extras To Increase Telephone Power

281

(2)

Break Bread and Break the Ice: Start a Lunch-and-Learn Program and Referrals from Colleagues Will Follow

283

(4)

Organizing the Luncheon

284

(1)

The Luncheon Program

284

(1)

Leave Your Staff Alone

285

(1)

Program Benefits

285

(2)

A Match Made in Heaven: Hiring the Perfect Employee for Your Practice

287

(6)

Screening Your Applicants

288

(1)

The Interview Process

288

(5)

PILLAR IV---COMMUNICATING WITH OTHER PHYSICIANS, OTHER PROFESSIONALS, AND MANAGED CARE PLANS

293

(80)

How To Obtain and Maintain Physician Referrals: It Takes Patience, Persistence, Politeness, and Prompt Reporting

295

(17)

Facts of Life

309

(3)

Generating Referrals from Nontraditional Sources

312

(12)

Target Your Market

314

(1)

Other Referral Sources

315

(3)

Imaging and Marketing

318

(1)

From Alternative to Complementary

319

(2)

An Idea That Did Not Work

321

(1)

Approaching Potential Referral Sources

322

(2)

Avoid Managed Care Paralysis: Conduct a Practice Analysis

324

(17)

Doing Your Homework

324

(9)

How To Use Practice Analysis Material

333

(1)

After You Are Accepted

334

(1)

Suppose They Say No

334

(2)

Caring Enough To Send the Very Best

336

(3)

Staying on a Panel

339

(2)

Deselection: A Game of Musical Chairs

341

(5)

Where Are You in the Network Chain?

341

(1)

Take a Proactive Approach

342

(1)

Do Not Discount Quality of Care

342

(1)

What Drives Patient Satisfaction?

342

(1)

Physician Profiling

343

(1)

How Patients Perceive Value

344

(2)

How To Be a Darling of the Managed Care Plans

346

(7)

Have You Looked at Your Profile Lately?

346

(1)

A Standard Format for Health Care Data

347

(2)

Match Your HEDIS Profile to Employers' Expectations

349

(4)

Make the Hospital Your Marketing Ally, Not Your Adversary

353

(5)

Shared Interests

354

(4)

Big Can Be Better: Marketing for Large Groups and Multispecialty Group Practices

358

(7)

How To Help Your Group

359

(1)

The Importance of Networking

359

(1)

Providing Services for Referring Physicians

360

(3)

Marketing a Large Single Specialty Practice

363

(1)

Other Ideas

364

(1)

Birds Do It, Bees Do It, Even Ivory Tower Doctors Do It

365

(8)

Making Patients Comfortable

366

(2)

Establishing Relationships with ``Outside'' Physicians

368

(1)

International Marketing

369

(1)

Outward Bound

370

(3)

PILLAR V---TECHNOLOGY, TOYS, AND TIPS

373

(116)

Let Technology Simplify Your Life

375

(16)

Electronic Medical Records to the Rescue

375

(6)

Promote Your Practice with Computerized Patient Education Method

381

(4)

Voice Recognition Software

385

(2)

Using Automated Phone Answering Systems

387

(1)

Stop Playing Phone Tag with Patients

388

(3)

Compliance: Minimize Risks and maximize Marketing Potential

391

(13)

Karen E. Davidson

The Buzz about Compliance

392

(1)

Defining Fraud and Abuse

392

(1)

Why Private Payers Care about Fraud and Abuse

393

(1)

Clarifying Compliance Plans

393

(2)

Essential Elements of a Compliance Plan

395

(2)

Minimizing Risks

397

(1)

Good Compliance is Good Marketing

398

(2)

Does Your Practice Need a Compliance Plan?

400

(1)

Costs of Implementing an Effective Compliance Plan

400

(1)

Getting Started with Compliance Initiatives

401

(1)

Conclusion

402

(2)

The Buck Stops Here: Is Your Coding Up to Par?

404

(9)

Patricia T. Aalseth

Yes, Virginia, There Are Ruels

405

(1)

Diagnosing the Diagnosis

405

(3)

Routine Visits: The Vicious ``V'' Codes

408

(1)

Bending the Rules---Just This Once

408

(1)

Bill What You Say, Not What You Do

409

(1)

Procedures---Doing the Right Thing

409

(1)

Linking up to Reimbursement

410

(1)

What You Say Is What They Will Pay (We Hope)

410

(1)

The Whole World Is Watching

411

(2)

When You Are in the Market for a New Associate

413

(12)

Roger G. Bonds

Objectively Assess Needs

414

(1)

Generate a Group Consensus

415

(2)

Perform an Internal Assessment

417

(1)

Address Hidden Agendas

418

(1)

Establish a Budget

418

(1)

Finding Candidates and Keeping Costs Down

419

(1)

Develop a Recruitment Campaign Plan

420

(1)

Reviewing the Curriculam Vitae and Interviewing

421

(1)

Background Searches a Must

422

(1)

Checking References

422

(1)

Expect a Background Search on You, Too!

423

(1)

Contract Development

423

(2)

A New Revenue Resource: Clinical Research

425

(6)

Income and Intellectual Challenges

425

(1)

You Must Commit

426

(1)

Getting Started

427

(1)

Attracting Patients to Your Studies

428

(1)

Create a Positive Experience for the Monitor

428

(2)

Future of Clinical Research

430

(1)

Market Your Expertise As an Expert Witness

431

(9)

Why Become an Expert Witness?

431

(1)

What Is Involved?

432

(1)

The Document, Please

432

(1)

Tips on Diagnosis

433

(1)

Other Steps

434

(1)

Walk the Walk and Talk the Talk

434

(1)

Do Your Homework

435

(1)

Do Not Let Cross-Examination Cross You Up

436

(1)

Fee Arrangements

437

(1)

Where the Opportunities Lie

438

(2)

Do Niche Marketing As a Super Specialist

440

(5)

The Focused Factory Concept

440

(1)

Examples of Health Care Focused Factories

441

(1)

Why Focused Factories?

442

(1)

Any Bad News?

443

(2)

When Dollars Make Sense: Using a Practice Cost Analysis To Market Your Practice

445

(12)

Cynthia D. Fry

Establish Analysis Objectives

446

(1)

Forecast Any Related Economic Developments

447

(1)

Determine and Evaluate Key Financial Indicators

447

(4)

Summarize Findings and Reach Conclusions

451

(3)

Act Upon Information: Reevaluate At Regular Intervals

454

(2)

Final Thoughts

456

(1)

Giving Our Patients a Federal Express Experience

457

(3)

How Does the FedEx Philosophy Work?

457

(1)

Fedex and Health Care Providers

457

(1)

Parallels between FedEx and Physicians

458

(1)

Invite and Heed the Truth

458

(2)

Hiring a Marketing Consultant

460

(6)

Be Ready for Your Consultant

461

(1)

Objectives

461

(2)

How To Find a Consultant

463

(1)

How Much Will it Cost?

463

(1)

Other Sources of Advice

463

(1)

Measuring Results

464

(2)

Medicine, Marketing, and Mirth: Having Fun with Your Medical Practice

466

(9)

Humor and Medicine Go Back a Long Way

467

(1)

Humor Starts with the Top Banana

467

(1)

Why Does Humor Work?

467

(6)

Humor and the Patient

473

(2)

Lagniappe (Something Extra)

475

(8)

Something Extra for Patients

475

(1)

Want Success? Remember Rolodex

476

(1)

Create an Idea Fund

477

(1)

Cultural Rewards

477

(1)

Remember Your Answering Service

477

(1)

Avoid Hide and Seek in the Office

477

(1)

One Way of Getting a Report to an Attorney

477

(1)

The All-Purpose Prescription Pad

478

(1)

Purge Office Reading Material

479

(1)

Pick up the Phone

479

(1)

Something Extra for Staff

479

(4)

Getting Started: The Secrets of Marketing Success

483

(6)

Does Marketing Work?

485

(2)

Conclusion

487

(2)

Index

489

(14)

About the Authors

503

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Marketing Your Clinical Practice : Ethically, Effectively, Economically

Summary

Table of Contents

Supplemental Materials