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How to Reach the General Public
- Expand consumer education programs for sports, spine, and disease-related musculoskeletal
injuries utilizing print, media, television, and Internet resources for awareness,
dissemination of information and market positioning.
- Establish quarterly seminars for the general public highlighting various topics
in the treatment of acquired, traumatic and sports related musculoskeletal and
spine conditions.
- Implement satisfaction surveys for spine and pain patients treated at the Spine
Center. Analyze results and distribute to press, public and patients via the
Spine Center website and newsletter.
- Set up an “Ask the Spine Expert” chat room on the Spine Center’s website for
questions from healthcare consumers. Produce a series of webcasts on spine related
topics and disseminate the schedule to the media for maximum exposure and utilization.
- Link with entities such as www.spineuniverse. com for patient education, dissemination
of information on the services and providers of the Spine Center, and Internet
marketing of the Spine Center.
How to Reach Physician Groups & Allied Health Providers
No marketing tool is more effective than direct physician interface. Consider
including a direct marketing commitment from each member physician as a requirement
of participation in the Spine Center. This should be structured as a specific
monthly commitment of time (such as one half day per month) to do the following:
- Conduct direct physician-to-physician marketing in both the primary and secondary
service areas of the Spine Center to develop and maintain referral relationships.
- Send out personal referral acknowledgement letters and reports within 24-48
hours of examination of a new patient.
- Establish a regional Speaker’s Bureau featuring the Spine Center’s physicians
and nursing staff to secure speaking engagements with target medical, patient
advocacy, elderly and community groups
- Attend specialty medical, surgical and nursing professional meetings.
- Set up Minimally Invasive Spine Surgery Symposia and Continuing Medical Education
Workshops for Primary Care, Occupational Medicine, Neurology, Internal Medicine,
Physical Medicine, and Rheumatology physicians, target medical groups, chiropractors,
nurses and allied health providers.
- Identify regional urgent care centers, rehabilitation facilities, primary care
physicians, independent physician associations, medical clinics, providers,
chiropractors, and occupational medicine physicians, for a direct mail campaign
highlighting the services of the Spine Center.
- Send out a personal letter, Spine Center announcement, and brochure to existing
and potential new referring physicians. Establish an ongoing survey of existing
physician referral sources as to their opinions, likes, dislikes of the care
rendered to patients they directly referred to the Spine Center.
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