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Little book of healthcare marketing : helping clinics and practitioners build brand and a thriving practice / Drew Stevens.
Material type:
TextSeries: Practice management collectionPublisher: New York, [New York] (222 East 46th Street, New York, NY 10017) : Momentum Press, 2016Edition: First editionDescription: 1 online resource (xiv, 76 pages) : illustrationsContent type: - text
- computer
- online resource
- 9781606509401
- Medical care -- Marketing
- Medical offices -- Marketing
- Marketing
- Practice Management, Medical
- branding
- how to run a medical practice
- marketing
- medical consulting
- practice management
- practice management books
- practice management branding
- practice management marketing
- small business management
- what is a practice management program
- 362.10688 23
- RA410.56 .S746 2016
Contents:
Abstract: Medical marketing is something not thought of by physicians. The notion is that referrals will come from insurance companies, so there is no need to worry about patient flow. Yet, our contemporary world with its prevalence of the Internet especially with websites and review sites places too much control in the hands of the patient. With this in mind, patients have choices and no longer use insurance companies for referrals--they use other patients. Your role as a practitioner is changed and so is your staff. The ideology today is that you are all in the relationship business. When you develop more relationships, you allow these new individuals to your "marketing" world. Today's doctors must create a community and a strong one. The larger the community, the stronger the brand. If you want to build or maintain a thriving practice, then this book will provide you the tools and techniques to become a brand, manifest a community, and instantly attract others to you.
1. Marketing foundations: relationship -- 2. Creating value and differentiation -- 3. The importance of target marketing -- 4. Learning to articulate value with a proper message -- 5. Integrated marketing: conveying the message -- 6. Patient loyalty for referrals -- 7. Patient review sites and the benefits of reputation management -- 8. Websites and social media for doctors and staff -- 9. Using staff as marketing avatars -- 10. Thoughts on portals -- Index.
