Practice Marketing: Payors

Written by Marcy T. Rogers, M Ed

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.

Updated on: 12/09/09

Medical Practice Marketing: Case Study