Practice Marketing: Payors
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Parts 7-10: The purpose of “How to Market Your Practice” is to give physicians a realist
view of what “Marketing Your Practice” is really all about. It will not only
explain how important it is to market to payors, referring physicians and the
general public but most importantly WHY. It will establish the need for goals
and objectives and ways you can reach them. If you are seriously considering
marketing your practice, the following information will clarify and answer questions
you may have and show you how to get started.
VII. Marketing to Payors
Targeting payors is very important in your marketing efforts. Payors include
but are not limited to:
A. Insurance providers
B. Third Party Administrators (TPA)
C. Self-insurers Employers
D. Attorneys
E. Workers’ compensation (case managers, adjusters, rehab nurses)
Ways in which you can market to payors are as follows:
- Satisfaction Surveys
- Distribute holiday recognition
- Presentations
- Sponsorships & booth participation
- Health fairs & presentations
- Practice newsletter
- Courses & In-services
- Site visit
- Announcements
VIII. Marketing to Referring Physicians
- Referring physician offices
- Satisfaction Surveys
- Distribute holiday recognition gifts
- Announcements
- Practice newsletter
- Grand Rounds, Presentations and In-services
IX. Marketing to General Public
- Patient Satisfaction Surveys
- Health fairs & Community Expo’s
- News releases and announcements
- Practice newsletter
- Presentations for community events
X. Tracking & Planning
You will need to create a system to monitor success of marketing efforts. The
data you collect is only as good as what you do with it. Tracking surveys and
referring physician and payor referral trend analyses is vital. This information
will let you know who you should visit or support and why. It is also important
to track and implement ideas from your Satisfaction Surveys.
- Referring physicians
- Satisfaction surveys
- Referral trend analysis
- Payors
- Satisfaction surveys
- Payor mix
- General public
- Satisfaction surveys
- Overall patient mix of the practice
An Action Plan Timeline should be developed when planning marketing events.
This will allow you to look at the events of the year at a glance. It is a way
to quickly find and review what you need to do and when it needs to be accomplished.
Continue this article...
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