1. Copyright © 2007 by Saunders, Inc., an imprint of Elsevier Inc. Medical Practice Marketing and Customer Service Chapter 25

2. Copyright © 2007 by Saunders, Inc., an imprint of Elsevier Inc. Slide 2 Introduction With the office mission statement in place, the staff develops goals that assist them in meeting that mission. Providing excellent customer service should be a part of the physician’s office mission statement.

3. Copyright © 2007 by Saunders, Inc., an imprint of Elsevier Inc. Slide 3 This chapter will examine: Steps to follow when preparing to implement a medical marketing strategy Target markets The value of suggestion boxes Four Ps of marketing Community involvement in marketing efforts Difference between marketing and public relations Internal and external customers

4. Copyright © 2007 by Saunders, Inc., an imprint of Elsevier Inc. Slide 4 Developing Marketing Strategies Steps to follow when implementing or changing medical marketing strategies: Evaluate what is being done now to increase patient flow. Decide what objectives are important and how meeting these objectives will be measured. Develop a plan with various means of marketing the practice and a specific methodology for implementing each phase.

5. Copyright © 2007 by Saunders, Inc., an imprint of Elsevier Inc. Slide 5 Knowing the Target Market Consider the following: What specific outcomes do we hope to accomplish? What are the needs and desires of our target market? What are the characteristics of a typical member of the target market? How can the target market be reached in the most cost- effective ways?

6. Copyright © 2007 by Saunders, Inc., an imprint of Elsevier Inc. Slide 6 Suggestion Boxes Great way to solicit patient input. Patients have ideas about the clinic. Often, patient suggestions are the best ones. If patients leave their names on the suggestions, make certain to thank them for their input.

7. Copyright © 2007 by Saunders, Inc., an imprint of Elsevier Inc. Slide 7 Four Ps Product Placement Price Promotion

8. Copyright © 2007 by Saunders, Inc., an imprint of Elsevier Inc. Slide 8 Deciding What Services to Offer Determine who the patients are. Determine what the needs of the patients are. Determine how to best serve the patients. Ask patients what needs they have.

9. Copyright © 2007 by Saunders, Inc., an imprint of Elsevier Inc. Slide 9 Developing a Plan Assessment Research Planning Execution Evaluation

10. Copyright © 2007 by Saunders, Inc., an imprint of Elsevier Inc. Slide 10 Promoting the Practice The physician and office manager should constantly watch for ways to promote the medical practice and keep its name in the public eye.

11. Copyright © 2007 by Saunders, Inc., an imprint of Elsevier Inc. Slide 11 Tapping into (Nearly) Free Resources Websites (some minor costs if staff members construct the site) Advice columns in newspapers and other publications

12. Copyright © 2007 by Saunders, Inc., an imprint of Elsevier Inc. Slide 12 Community Involvement Sponsor sports teams. Participate in charity events. Run in marathons. Support specific charities. Participate in United Way. Donate blood. Hold health fairs. Explore other ways to get involved.

13. Copyright © 2007 by Saunders, Inc., an imprint of Elsevier Inc. Slide 13 Advertising and Public Relations Advertising Creating or changing attitudes, beliefs, and perceptions by influencing people with purchased broadcast time, print space, or other forms of written and visual media Public relations Media coverage designed to present the organization in a positive public light

14. Copyright © 2007 by Saunders, Inc., an imprint of Elsevier Inc. Slide 14 Communication as a Marketing Tool Monthly newsletters Sending birthday cards Automated call distribution

15. Copyright © 2007 by Saunders, Inc., an imprint of Elsevier Inc. Slide 15 Promoting a New Practice Ads in newspapers Business cards for all employees Incentives for patient referrals (not cash) Recognition Open house Website

16. Copyright © 2007 by Saunders, Inc., an imprint of Elsevier Inc. Slide 16 Planning Presentations Know the audience. Research the audience to know their needs. Link all presentation information to audience needs. Know the purpose of the presentation Rehearse the presentation repeatedly.

17. Copyright © 2007 by Saunders, Inc., an imprint of Elsevier Inc. Slide 17 During the Presentation Make certain that the audience can hear. Make all movements purposeful. Do not wander around the room. Slow down the speech. Remember to relax. Don’t allow negative thoughts into the mind.

18. Copyright © 2007 by Saunders, Inc., an imprint of Elsevier Inc. Slide 18 Building a Practice Website Define the objectives of the website. Design the pages. Locate a Web server to which the pages can be uploaded. Upload the pages to the server. Then promote the website!

19. Copyright © 2007 by Saunders, Inc., an imprint of Elsevier Inc. Slide 19 Customer Service Today’s patients expect and demand good customer service.

20. Copyright © 2007 by Saunders, Inc., an imprint of Elsevier Inc. Slide 20 Treat the Patient as a Customer The best way to increase the number of patients in the medical office is through word of mouth.

21. Copyright © 2007 by Saunders, Inc., an imprint of Elsevier Inc. Slide 21 Undermining Customer Service “I don’t know.” “I don’t care.” “I can’t be bothered.” “Ask someone else.” “It’s not my job.” “It’s not my fault.” “I know that.” “I’m right, you’re wrong.”

22. Copyright © 2007 by Saunders, Inc., an imprint of Elsevier Inc. Slide 22 What Do Patients Expect? To be treated as the medical assistant would want to be treated To have their concerns met To know the medical assistant cares To have their concerns taken seriously To speak to someone with some authority To experience an organized office that runs on schedule

23. Copyright © 2007 by Saunders, Inc., an imprint of Elsevier Inc. Slide 23 Internal and External Customers Internal Customers: Staff and employees External Customers: Patients and visitors