9780834217454

Marketing Your Clinical Practice : Ethically, Effectively, Economically

by
  • ISBN13:

    9780834217454

  • ISBN10:

    0834217457

  • Edition: 2nd
  • Format: Hardcover
  • Copyright: 2000-03-01
  • Publisher: Jones & Bartlett Pub
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Supplemental Materials

What is included with this book?

  • The New copy of this book will include any supplemental materials advertised. Please check the title of the book to determine if it should include any access cards, study guides, lab manuals, CDs, etc.

Summary

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.

Table of Contents

Contributors xvii
Foreword xix
Introduction xxi
Acknowledgments xxix
PILLAR I---LOVE THE ONES YOU'RE WITH: KEEPING THE PATIENTS YOU ALREADY HAVE 1(130)
Giving Your Practice a Checkup
3(16)
Personal Interviews
4(1)
Patient Surveys
4(9)
Focus Groups
13(1)
Suggestion Box
14(2)
Physician Surveys
16(3)
Mystery Shop 'Til You Drop
19(5)
Don't Be Late for a Very Important Date
24(9)
Do Not Keep Patients Waiting
25(1)
Identify Problem Areas
26(1)
Manage Interruptions
27(1)
Do Not Ignore Delays
28(1)
Twelve Time-Busters
29(4)
Identifying Moments of Truth
33(6)
Create A Patient Cycle
33(1)
What To Watch For
34(2)
Don't Forget the Hospital and Outside Testing Facilities
36(1)
Other Methods of Discovery
37(1)
Turn Negatives Into Positives
37(2)
If Domino's Delivers, So Can We
39(6)
Learning From Domino's
39(1)
How Personal Information Notes Are Used
40(3)
Lessons Learned From the Container Store
43(2)
Your Reception Area Is Your Opportunity To Create a Good First Impression
45(11)
Avoid Negative Perceptions
46(1)
Reconfigure Your Reception Area
47(2)
Provide Distractions
49(2)
Provide a Variety of Reading Materials
51(1)
Guide Your Patients to Internet Sites
52(1)
More About You and Your Staff
53(1)
Other Touches
54(2)
Improve Patient Compliance---Provide Medication Information
56(8)
Marketing on 10 Minutes a Day
64(5)
Who Are Your Key Patients?
64(2)
Who Should Call the Key Patients?
66(1)
What Time Should You Call Key Patients?
66(1)
What Are the Advantages?
67(1)
Possible Disadvantages
67(2)
Different Strokes for Different Folks: Dealing with Demanding Patients
69(5)
Marketing and Difficult Patients
70(4)
Track Your Oldies and They Will Become Goodies
74(3)
Resurrecting Records: A Transfer Request Does Not Mean Good-Bye
77(3)
Clean Up Your Claims and Create ``Practice Appeal''
80(10)
Patricia T. Aalseth
Code it Right the First Time
80(2)
Beat the Clock
82(1)
The Right Stuff
83(1)
Get Permission, Not Forgiveness
83(1)
The Errors of Our Ways
84(1)
The Truth and Nothing but the Truth
85(1)
Squeezing the Turnip
86(3)
Dialing for Dollars
89(1)
Leave a Paper Trail...That Leads to the Bottom Line
90(12)
Welcome to the Practice
90(2)
Thank You for Consulting Us
92(1)
Thank You for Your Prompt Payment
92(1)
Thank You for the Referral
92(2)
Here's a New Patient
94(1)
Your Balance is $0.00
94(1)
Saw You in the News
95(1)
Sorry About the Delay
96(1)
Birthday Cards
96(1)
Welcome to the Area
96(1)
Thanks for the Compliment
97(1)
Suggestion Box Replies
98(1)
Authorizations, Consultations, and More
99(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)
Register Your Domain Name
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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