Doctors Need CustomersClinical Practice Marketing Basics

Ray HoeseDirector of Marketing & Communications

UT School of Medicine San Antonio

Jeanette HernandezClinic Manager, UT Medicine Westover Hills

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.

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.

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.

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…

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

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.

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.

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