Copyright © 2011, 2007, 2004 by Saunders, an imprint of Elsevier Inc. All rights reserved. 1 Medical Practice Marketing and Customer Service Chapter 26
Copyright © 2011, 2007, 2004 by Saunders, an imprint of Elsevier Inc. All rights reserved. 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.
Copyright © 2011, 2007, 2004 by Saunders, an imprint of Elsevier Inc. All rights reserved. 3 This chapter will examine: Steps to follow when preparing to implement a medical marketing strategy Target markets The value of suggestion boxes Four P’s of marketing Community involvement in marketing efforts
Copyright © 2011, 2007, 2004 by Saunders, an imprint of Elsevier Inc. All rights reserved. 4 This chapter will examine: Difference between marketing and public relations Ways to promote a new practice Responses that help identify with the patient Internal and external customers
Copyright © 2011, 2007, 2004 by Saunders, an imprint of Elsevier Inc. All rights reserved. 5 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.
Copyright © 2011, 2007, 2004 by Saunders, an imprint of Elsevier Inc. All rights reserved. 6 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?
Copyright © 2011, 2007, 2004 by Saunders, an imprint of Elsevier Inc. All rights reserved. 7 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.
Copyright © 2011, 2007, 2004 by Saunders, an imprint of Elsevier Inc. All rights reserved. 8 Four P’s Product Placement Price Promotion
Copyright © 2011, 2007, 2004 by Saunders, an imprint of Elsevier Inc. All rights reserved. 9 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.
Copyright © 2011, 2007, 2004 by Saunders, an imprint of Elsevier Inc. All rights reserved. 10 Developing a Plan Assessment Research Planning Execution Evaluation
Copyright © 2011, 2007, 2004 by Saunders, an imprint of Elsevier Inc. All rights reserved. 11 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.
Copyright © 2011, 2007, 2004 by Saunders, an imprint of Elsevier Inc. All rights reserved. 12 Tapping into (Nearly) Free Resources Websites (some minor costs if staff members construct the site) Advice columns in newspapers and other publications Social Networking Sites, like Facebook, Twitter, & MySpace
Copyright © 2011, 2007, 2004 by Saunders, an imprint of Elsevier Inc. All rights reserved. 13 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.
Copyright © 2011, 2007, 2004 by Saunders, an imprint of Elsevier Inc. All rights reserved. 14 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
Copyright © 2011, 2007, 2004 by Saunders, an imprint of Elsevier Inc. All rights reserved. 15 Communication as a Marketing Tool Monthly newsletters Sending birthday cards Send holiday greetings Automated call distribution
Copyright © 2011, 2007, 2004 by Saunders, an imprint of Elsevier Inc. All rights reserved. 16 Promoting a New Practice Ads in newspapers Business cards for all employees Incentives for patient referrals (not cash) Recognition Open house Website
Copyright © 2011, 2007, 2004 by Saunders, an imprint of Elsevier Inc. All rights reserved. 17 Developing and Giving Presentations Know the audience. Research the audience to know its needs. Link all presentation information to audience needs. Know the purpose of the presentation Rehearse the presentation repeatedly.
Copyright © 2011, 2007, 2004 by Saunders, an imprint of Elsevier Inc. All rights reserved. 18 During the Presentation Make certain that the audience can hear. Do not be anxious – remember to relax. Make all movements purposeful. Do not wander around the room. Slow down the speech. Do not allow negative thoughts into the mind.
Copyright © 2011, 2007, 2004 by Saunders, an imprint of Elsevier Inc. All rights reserved. 19 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. Evaluate the website. Then promote the website!
Copyright © 2011, 2007, 2004 by Saunders, an imprint of Elsevier Inc. All rights reserved. 20 Customer Service Today’s patients expect and demand good customer service.
Copyright © 2011, 2007, 2004 by Saunders, an imprint of Elsevier Inc. All rights reserved. 21 Treat the Patient as a Customer The best way to increase the number of patients in the medical office is through word of mouth. Always project a helpful attitude.
Copyright © 2011, 2007, 2004 by Saunders, an imprint of Elsevier Inc. All rights reserved. 22 Phrases That Undermine 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.”
Copyright © 2011, 2007, 2004 by Saunders, an imprint of Elsevier Inc. All rights reserved. 23 Identifying with Patients Patients appreciate staff members who can identify with the problems that patients face. Be understanding and professional, no matter how upset or angry the patient may be. Employees always represent their employer, whether in a positive or negative way.
Copyright © 2011, 2007, 2004 by Saunders, an imprint of Elsevier Inc. All rights reserved. 24 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
Copyright © 2011, 2007, 2004 by Saunders, an imprint of Elsevier Inc. All rights reserved. 25 Internal and External Customers Internal Customers: Staff and employees External Customers: Patients and visitors
Copyright © 2011, 2007, 2004 by Saunders, an imprint of Elsevier Inc. All rights reserved. 26 Summary of Scenario Without growth, most businesses fail. Medical facilities should experience steady, continuous expansion. Accept input from other staff members and patients. Use the Internet to increase new patient load. Always provide excellent customer service to patients and visitors to the facility.
Copyright © 2011, 2007, 2004 by Saunders, an imprint of Elsevier Inc. All rights reserved. 27 Closing Comments Employees must have a new commitment to exceptional customer service every day. Treat patients with dignity and respect. Educate patients about health issues. Remember that patients may consider all printed information as an extension of the advice of the physician, so review materials carefully before distribution.