1. Doctors Need Customers Clinical Practice Marketing Basics Ray Hoese Director of Marketing & Communications UT School of Medicine San Antonio Jeanette Hernandez Clinic Manager, UT Medicine Westover Hills

2. It’s a People Business It’s about service. You have customers. They are trusting you with their most precious asset(s). This is a sacred relationship that must be nurtured, respected and appreciated.

3. Identify Your Customers Segments Patients Other Physicians – Referral sources Insurance Companies – They pay the bills Large Groups / Companies that need phys services (corporate or school, etc) – Clinics, flu shots, physical exams.

4. Get to Know Your Customers What they need What they want to know What they expect – What they want out of you, their doctor – What they want out of a visit – What they expect from your staff Remember the Golden Rule: give your patients what you expect from your doctor.

5. Customer Relationship Management It’s All About Communication Happy Birthday! Thanks you for your prompt payment! Thank you for referring a new patient! Welcome to the area! How did the procedure go? How do you feel? Did you have any more questions? Email, snail mail, letters, Postcards, newsletters…

6. Marketing Stuff Usual Suspects Brochures Postcards Business cards Health Information Booklets Website and “being” online for your patients Advertising: Radio/Outdoor/Television – is it worth it? Public Relations/Press/Public Speaking Subject Matter Expert Author Specialists

7. The Specialist Networking is Everything You need referrals. You get referrals based on other physicians trusting you. You get trust based on personal relationships. You get a personal relationship by meeting and interacting with people on an ongoing basis. Meet and interact with other doctors and their staffs at professional / social events.

8. Networking Do your research. Find a reason to go see people. Introduce yourself, briefly explain your credentials, philosophy, and say you are building your practice. – Be humble, and appreciative of their time. Stay in touch. If they send you a patient, be very communicative on the progress.

9. A Complex Business Work it Focus on the customer – Patients, physicians, nurses/staff, payors, pharmacists, labs, hospitals, other health care professionals, etc. Do not assume things will happen. Make them happen. Buy the/a book and study it: Marketing Your Clinical Practice, 3rd Edition by Neil BaumNeil Baum