Practice Marketing: Appendix C - Payor Relations and Higher Reimbursement

Written by Marcy T. Rogers, M Ed

Appendix C: 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.

Appendix C

2002 Strategic Marketing Plan

Goal: Increase group profitability by 20% each year.

(O2) Objective:
Increase volume of patient base for higher reimbursement rates by expanding payor relations.

(S1) Strategy:
Maintain existing accounts and develop new relationship with payors to increase workers’ compensation. Action Plans:

(A1) Identify target market by reviewing monthly payor reports to determine who are referring you patients and how many.

Person Responsible:	Marketing Director
Others Involved:	Computer Support Team
Target Completion Date:	Quarterly
Next Review Date:
Date Completed:

(A2) Attend conferences and seminars to support workers’ compensation and network with representatives to maintain existing accounts and capture new business.

Sponsorship/booth participation at the Annual Workers’ Compensation Organization conference to network with workers’ compensation representatives to establish and improve relationships and service.

Date(s):
Location:
Person Responsible:	Marketing Director
Others Involved:	Workers’ Compensation Specialist(s)
Contact:	Name and phone #
Target Completion Date:
Cost:
Success:

Sponsorship/booth participation at the Annual Self-Insured Association conference to network with workers’ compensation representatives to establish and improve relationships and service.

Date(s):
Location:
Person Responsible:	Marketing Director
Others Involved:	Workers’ Compensation Specialist(s)
Contact:	Name and phone #
Target Completion Date:
Cost:
Success: