A+ marketing : proven tactics for success /
Andrea T. Eliscu.
[Englewood, Col.] : MGMA, Medical Group Management Association, c2008.
xiv, 253 p. : ill. ; 26 cm.
More Details
[Englewood, Col.] : MGMA, Medical Group Management Association, c2008.
contents note
The power of the basics: a few important points -- Gaining a fresh understanding of your patients -- Providing POW! customer service -- Diagnosing your practice: a simple guide to effective practice assessment -- Developing bulletproof referral relationships -- Putting our heads together: a guide to practice retreats -- Telling your story: practical approaches to managing your media message -- Reaching out: a guide to community relations -- Expecting the unexpected: a guide to meeting specific challenges -- Maximizing your practice's profit potential: a guide to retail medicine -- Final words of advice.
"This easy, practical, how-to guide helps the practice administrator or physician manager understand the importance of marketing, build the right foundation for needed projects, and prepare the tools required to implement them. The author describes how to achieve these goals using the Four As--Access, Availability, Accountability, and Accommodation"--Provided by publisher.
catalogue key
Includes bibliographical references and index.
A Look Inside
Table of Contents
Acknowledgmentsp. iii
Introductionp. ix
The Power of the Basics-A Few Important Pointsp. 1
Building Your Practice Identityp. 2
Sample Service Statement
50 Basic Marketing Tips for Health Care Providersp. 3
Strategic Action Plan
Strategic Plan: Objectives, Strategies, and Participants/Notes
Gaining a Fresh Understanding of Your Patientsp. 23
Building Better Customer Servicep. 23
Patient Satisfactionp. 25
Meeting Patient Needsp. 26
Patient Satisfaction Survey
Providing POW! Customer Servicep. 35
John Bruns: Customer Satisfactionp. 38
The SPC Model
Summaryp. 42
Diagnosing Your Practice-A Simple Guide to Effective Practice Assessmentp. 45
Assessing Your Practicep. 47
Practice Assessment Guidelines
Your Audit Listp. 51
Assessing Your Practice Identityp. 51
Sample Practice Assessment
How to Differentiate Your Practice
Assessing Your Logop. 55
Sample Group Practice Logos
Assessing Your Staffp. 56
Developing Bulletproof Referral Relationshipsp. 61
Bob Kodzis: The Power of Great Relationshipsp. 61
Navigating the Wide Spectrum of Relationshipsp. 65
The Relationship Continuum
Fostering Postive Referral Relationshipsp. 70
Referral Enhancement Behaviors for Physicians
Case Example: Referral Enhancement Program
A Typical Letter to Referring Physicians About a New Associate Joining the Practice
A Referral Physician Newsletter Introducing a New Associate
The Same Referral Physician Newsletter Introducing Another Associate Customized for Another Community
An Announcement Card for a New Associate
Ad to Introduce a New Associate
A Clinical Trial Newsletter
Referral Pad and Thanksgiving Card Showing Communication with Referring Physicians
Putting Our Heads Together-A Guide to Practice Retreatsp. 85
To Retreat or Not to Retreat?p. 85
Strategic Planning Facilitation and Consultation Proposal
Staff Retreat and Brainstorming Session
Staff Retreat Survey
Staff Retreat Summary Report
Staff Follow-up Retreat
Telling Your Story-Practical Approaches to Managing Your Media Messagep. 115
Annetta Wilson: Media Messagesp. 116
Real-Life Casep. 120
News Release
Article from Orlando Sentinel, October 2006
Making Television Work for Your Practicep. 127
Tom Calato: Television-Using the Medium Wellp. 128
Summaryp. 142
Sample Ads
Sample Talking Points
Reaching Out-A Guide to Community Relationsp. 149
Kristin Weissman: Crafting the Messagep. 150
Case Studiesp. 153
Marketing and Public Relations Plan (24 Months)
Action Plan
New Logo and Letterhead/Their Corporate Identity
Patient Letter
Additional Opportunities
Thank-You for Nurses
Steps for the Office Manager to Implement Nurse "Thank-You" Plan
Talking Points on Why to Advertise
Sample Ads
Patient Survey
Expecting the Unexpected-A Guide to Meeting Specific Challengesp. 187
Using the Internet to Market Your Practicep. 187
A Typical Contract to Enhance an Existing Website
Kristin Weissman: The Internet is Here to Stayp. 192
Opening a New Officep. 195
New Office Briefing
Action Plan for Office Opening
Ad to Introduce the New Office in Community Newspaper
Direct Mail Postcard
Ad Integrating Community Service to Neighborhood Church
"Our Newest Office" Poster
Maximizing Your Practice's Profit Potential-A Guide to Retail Medicinep. 205
Richard Sandlin: Real-World Advice for Physicians Seeking to Establish and Market Their Retail Medicine Venturesp. 208
Legal Aspects of Retail Medicinep. 214
Michael R. Lowe: Health Lawp. 214
Summaryp. 228
Marketing Plan
Newly Created Logo
Ad in High School Booklet
Press Release
Letter Sent to Coaches and Trainees on Letterhead
Flyer Used as Community Handouts
Ad Placed in Middle School Planner
Managed Care "Blast Fax"
Ad on Website
Final Words of Advicep. 245
About the Authorp. 247
Indexp. 249
Table of Contents provided by Ingram. All Rights Reserved.

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