HCPrac
5/24/99
Running a Health Care Business
- one advantage is that everything that you make is yours
- 80% of DC's will own their own business
- 80% of those will go solo
Marketing
- some thoughts on effective approaches
- text book definition
- 4 P's of Marketing
- product—health care/health, have to have cooperation of pt
- place—
- price
- promotion
- most people equate marketing w/advertising, but it is only part of one part of it
Product
- who am I?
- if need help w/this question, refer to the CCA statement
- write down your answer
- try not to state negative statements
- turn negative statements into positive ones
- think about how what you are saying and how it is being received
- who is a potential patient?
- just about everyone
- no cost consultation to screen patients to make sure they are the type of patient you want in you office—attitudes and patients who do not pay
- write down characteristics and conditions of patients you want and those you do not want—occupation, hobbies, socioeconomic group, race, sex
- where do I find these people
- becomes obvious after the above
Promotion
- leave advertising to people who have money to waste
- personal involvement and observation
- community involvement—define community yourself
- clear communication
- before "the sale"
- patient education
Professional Selling
- low pressure—allow other to "buy"
- give choices
- be selective
- stick w/the patient definition
- not everyone qualifies for your services
- keep your promises
- pay attention to the ones' in the office
- provide high quality care
- value added service—go the extra mile—doing the unexpected—doing more than thought