Doctors Need Customers Clinical Practice Marketing Basics Ray Hoese Director of Marketing &...
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![Page 1: Doctors Need Customers Clinical Practice Marketing Basics Ray Hoese Director of Marketing & Communications UT School of Medicine San Antonio Jeanette Hernandez.](https://reader036.fdocuments.in/reader036/viewer/2022082713/56649e2f5503460f94b1f81c/html5/thumbnails/1.jpg)
Doctors Need CustomersClinical Practice Marketing Basics
Ray HoeseDirector of Marketing & Communications
UT School of Medicine San Antonio
Jeanette HernandezClinic Manager, UT Medicine Westover Hills
![Page 2: Doctors Need Customers Clinical Practice Marketing Basics Ray Hoese Director of Marketing & Communications UT School of Medicine San Antonio Jeanette Hernandez.](https://reader036.fdocuments.in/reader036/viewer/2022082713/56649e2f5503460f94b1f81c/html5/thumbnails/2.jpg)
It’s a People Business
• It’s about service.• You have customers.• They are trusting you with
their most precious asset(s).• This is a sacred relationship
that must be nurtured, respected and appreciated.
![Page 3: Doctors Need Customers Clinical Practice Marketing Basics Ray Hoese Director of Marketing & Communications UT School of Medicine San Antonio Jeanette Hernandez.](https://reader036.fdocuments.in/reader036/viewer/2022082713/56649e2f5503460f94b1f81c/html5/thumbnails/3.jpg)
Identify Your CustomersSegments• Patients• Other Physicians– Referral sources
• Insurance Companies– They pay the bills
• Large Groups / Companies that need phys services (corporate or school, etc)– Clinics, flu shots, physical exams.
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Get to Know Your Customers
• What they need• What they want to know• What they expect– What they want out of you, their doctor– What they want out of a visit– What they expect from your staff
• Remember the Golden Rule: give your patients what you expect from your doctor.
![Page 5: Doctors Need Customers Clinical Practice Marketing Basics Ray Hoese Director of Marketing & Communications UT School of Medicine San Antonio Jeanette Hernandez.](https://reader036.fdocuments.in/reader036/viewer/2022082713/56649e2f5503460f94b1f81c/html5/thumbnails/5.jpg)
Customer Relationship ManagementIt’s All About Communication
• Happy Birthday!• Thanks you for your prompt payment!• Thank you for referring a new patient!• Welcome to the area!• How did the procedure go?• How do you feel?• Did you have any more questions?
Email, snail mail, letters,Postcards, newsletters…
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Marketing Stuff
Usual Suspects• Brochures• Postcards• Business cards• Health Information Booklets• Website and “being” online for your patients
Advertising:• Radio/Outdoor/Television – is it worth it?
Public Relations/Press/Public Speaking• Subject Matter Expert• Author• Specialists
![Page 7: Doctors Need Customers Clinical Practice Marketing Basics Ray Hoese Director of Marketing & Communications UT School of Medicine San Antonio Jeanette Hernandez.](https://reader036.fdocuments.in/reader036/viewer/2022082713/56649e2f5503460f94b1f81c/html5/thumbnails/7.jpg)
The SpecialistNetworking is Everything
• You need referrals.• You get referrals based on other physicians
trusting you.• You get trust based on personal relationships.• You get a personal relationship by meeting
and interacting with people on an ongoing basis.
• Meet and interact with other doctors and their staffs at professional / social events.
![Page 8: Doctors Need Customers Clinical Practice Marketing Basics Ray Hoese Director of Marketing & Communications UT School of Medicine San Antonio Jeanette Hernandez.](https://reader036.fdocuments.in/reader036/viewer/2022082713/56649e2f5503460f94b1f81c/html5/thumbnails/8.jpg)
Networking
• Do your research.• Find a reason to go see people.• Introduce yourself, briefly explain your
credentials, philosophy, and say you are building your practice.– Be humble, and appreciative of their time.
• Stay in touch.• If they send you a patient, be very
communicative on the progress.
![Page 9: Doctors Need Customers Clinical Practice Marketing Basics Ray Hoese Director of Marketing & Communications UT School of Medicine San Antonio Jeanette Hernandez.](https://reader036.fdocuments.in/reader036/viewer/2022082713/56649e2f5503460f94b1f81c/html5/thumbnails/9.jpg)
A Complex Business
• Work it• Focus on the customer– Patients, physicians, nurses/staff,
payors, pharmacists, labs, hospitals, other health care professionals, etc.
• Do not assume things will happen. • Make them happen.• Buy the/a book and study it:
Marketing Your Clinical Practice, 3rd Edition by Neil Baum