Practice Marketing: Appendix F - Practice Tracking System

Written by Marcy T. Rogers, M Ed

Appendix F: 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 F

2002 Strategic Marketing Plan

Goal: Increase group profitability by 20% each year.

(O5) Objective:
Develop a tracking system to monitor the success of your marketing department to ensure quality service and continued growth for the PRACTICE by evaluating past activities and focusing on what works.

(S1) Strategy:
Track activity from referring physicians to analyze the changes in referrals.

Action Plan:

(A1) Set-up two reports to track referring physicians to ensure you know where are referrals are coming from within the community.

A. Review a report that tracks referring physicians to the PRACTICE as a whole per quarter.

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

B. Review a report to track referring physicians per PRACTICE physician(s) per quarter.

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

(A2) Track results of the referring physician satisfaction surveys to present the results to physician(s) and office staff to acknowledge what is working and define those areas for improvement.