Practice Marketing: 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.