Abstract
The speakers’ intention is to explore the medical climate today as it pertains to practicing medicine as a private otolaryngologist: specifically, the challenges a provider faces today and potentially downstream. During turbulent times, medical professionals can often become fixated on what they do best and lose sight peripherally as to what is influencing the market and as a result what additional options may present themselves that would allow a practice to thrive despite the challenges. Areas of focus and learning will include: (1) The increasingly elusive target audience: (a) who makes the buying decision, (b) effects of the Internet and social media on buying decisions. (2) Methodologies to attract the right patient type: (a) practice differentiation—narrow and deep versus shallow and wide, (b) attracting a higher value patient type, (c) marketing as a system versus a series of random activities, (d) traditional media marketing and its applications today in medicine, (e) new media marketing and its applications today and going forward in medicine. (3) Overcoming today’s challenge by driving a seven-figure hearing component. The audience will have a clear introduction to medical practice marketing in today’s “instant gratification” climate when pitted against declining reimbursements, a savvy consumer, and fear of acquisition.
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